canadian intervention final presentation
TRANSCRIPT
Canadian Intervention
For American Apparel
BaenaHusband
LauSangalaWarwick
Agenda1 THE PITCH 2 OUR CLIENT 3 TARGET MARKET 4 OPENING 5 OBJECTIVES 6 CORE EXPERIENCE7 MOCKUP DEMO 8 PRECEDENTS 9 CUSTOMER JOURNEY 10 CAMPAIGN 11 TOUCHPOINTS12 WHY IT MATTERS 13 CLOSING THOUGHTS 14 CITATIONS
Opening
Who you are
Fresh
Quirky
Authentic
Sexy
Nerdy
&
Find inspiration[Or mix it up]
Self MadeSelfMade
Self made is a digital platform for young urbanites to discover new fashion possibilities through an emergent filter system. It guides potential customers into a relationship with the brand to create a larger market and increased sales.
The Pitch
What you love
Yoga
Long Walks
Dancing
TennisMatch
MusicFestivals
Find inspiration[Or mix it up]
American Apparel
American Apparel is an LA based clothing manufacturer and retailer that o�ers quality basics to young urbanites. The company’s value-centric brand strategies are re�ected in it’s ethic business practices and disputable advertisements. The brand’s outspoken identity attracts attention and controversy, creating an ideal opportunity for a design intervention.
Target MarketYOUNG URBANITES WHO SEEK INDEPENDENCEFROM MAINSTREAM FASHION CULTURE
DomainLIFESTYLE BRAND [with a niche market]
CompetitorsH&M, ZARA, GAP, TOPSHOP, URBAN OUTFITTERS
USPAMERICAN MADE QUALITY FASHIONWITH ETHNIC BUSINESS PRACTICES
ValuesINNOVATION OVER EXPLOITATION
FORWARD THINKING
VERTICAL INTEGRATION
SOCIAL RESPONSIBILITY
SELF EXPRESSION
TIMELESSNESS
TRANSPARENCY
StrategyUNCONVENTIONAL AND CONTROVERSIAL BUSINESS PRACTICES DEFINED BY VERTICAL INTEGRATION AND OUTSPOKEN VALUES
The Client Values // Strategy // Domain // Competitors // USP // Target Market
All of these personalities seek an alternative lifestyle and have a strong sense of self. They believe in self expression and let their personal values influence their decisions.
Demographic1 YOUNG URBANITES 2 SOCIALLY CONSCIOUS 3 FASHION SAVVY 4 FORWARD THINKERS 5 HIPSTERS
OpeningOpeningOpeningFraming Opportunities
Opening
Invoking self expression with transparent behaviours
Genuine, personalized engagements between consumers and American Apparel
Opportunity to share your personalty or individuality within a social context
ObjectivesWe want to increase American Apparel’s market.
Currently American Apparel’s largest demographic are those who have a strong sense of self and activly engage in self expression. We think we can expand this market to include people who aspire to have this characteristic, but may not know where to begin.
We want to refresh the perception of American Apparel’s products.American Apparel’s product catalog is considered by CEO Dov Charney to be timeless. As a result, the product inventory has changed very little since breaking into retail. We plan to inspire fresh opportunity in these timeless styles.
We want to leverage American Apparel’s online presence.American Apparel has an extremely large social media following. The company’s enthusiasts actively consume the content, but it is typically a one sided engagement where the consumer gives nothing in return. We plan to can create more customer engagement through existant social media.
Who you are
Fresh
Quirky
Authentic
Sexy
Nerdy
&
Find inspiration[Or mix it up]
Self MadeSelfMade
Self made is a digital platform for young urbanites to discover new fashion possibilities through an emergent filter system. It guides potential customers into a relationship with the brand to create a larger market and increased sales.
The Platform
Core Experience
Core Experience
Core Experience
Core Experience
People WatcherJen
1
2
3
When I go out I love to play with colors, I believethat the brighter the better!
Faux Cuir Zipper Jean The Wool
CapeCuffed Acrylic Lined Beanie
1 2 3
Get Inspired
Core Experience
The WoolCape
A heavy sateen lined wool cape with a feminine rounded collar, hidden interior pockets, front slits for convenient arm access and zipper and button closure.
Discover others
Own It $ 170.00
Color : Valentine
Jen
Stakeholders Who’s uploading
Employees both at the local stores and in the Los Angeles factory will be encouraged to post content to the platform on a regular basis as new clothing items become available and to show a new take on the current clothing items. Due to their existing employee status they will be able to naturally act as role models for other users on the platform
Through research we have discovered that many bloggers already choose to upload content similar to the format of Self Made. Bloggers will be invited to move their content to the platform alongside their blog and other channels they utilize. A quick 140 character blurb allows greater exposure.
Employees
Customers incentive for uploading content is that they get the opportunity to express their own style to others of similar taste. By cross posting onto other social media channels they can also increase their own social status among their friends. Additional incentive is provided in the opportunity to discover new styles of how other consumers wear American Apparel items.
Customers
Bloggers
TumblrTumblr cleverly uses empty boxes during it’s onboarding process to create a clear call-to-action for it’s users. This validated the intuitive actions on our generator screen.
Our app gamifies this concept and makes it a core experience
Rdio is a music application that tailors audio selections based on how adventerous the listener is feeling. It validated the idea that filters can be used to find new ideas in unexpected contexts
Rdio is a music application that tailors audio selections based on how adventerous the listener is feeling. It validated the idea that filters can be used to find new ideas in unexpected contexts
Rdio Precedents
TouchpointsPre-ServiceChannels
Live
Internet
Earned Media
Service Post-Service
Print Advertisements
Retail StoreLive Events
Word of Mouth
Web Advertisements WebsiteMailing List
Social Media
Aa
Aa
Aa
Aa
Aa
Self MadeAaSelf SubmissionAa
Aa
Aa
Aa
Blue // Current TouchpointsRed // Self Made Touchpoints
Our platform strengthens the current American Apparel touchpoints, while creating more engagement and purchases in the service and post service experience.
Discover the microsite
Con
sum
erAc
tions
Inte
ntio
nsC
lient
Consider needfor engagement
Purchase itemthrough site
Engage withthe platform
Re-engagewith platform
Does this interest me?
Do I want to learn more?
Does this apply to our demographic?
Will this gain consumer attention?
Is it easily accessible? Is the interface inviting? Does it allow for repeat transactions?
Is this sustainable over time?
Is this worth the e�ort?
Do I have a need for this?
Will consumers want to use this?
Have I seen anything like this before?
Is the content interesting?
Does this drive the brand identity?
Is this actually worth my money?
Does the purchase look simple and secure?
Does it allow for simple transactions?
Are there more parts to this I haven’t seen yet?
Is there a reason to use this again?
Will this lead to repeat consumers?
Des
igne
r
How can we create a positive impression?
Can we supplement our platform with a campaign?
Does this address an unmet need? Does the platform�ow to sales seamlessly?
Are our interactions intuitive?
Is there potentail for growth?
What incentive can we provide?Can we ensure the
transaction appear secure?Does the interface
appear inviting?Is this static or
dynamic over time?
Pre-Service Service Post-ServiceAwareness // Consideration // First Use // Purchase // Continued Use
Discover the platform through social media or
physical store touchpoint
Locate the platform and consider the need
to engage
Engage with the core experience of the
platform and receive filtered clothing
suggestions
Discover desired item based on filtered outfit suggestions. Purchase
the item within the platform.
Return to the application to eitherfind more clothing or
create personal submissions
Discover the microsite
Con
sum
erAc
tions
Inte
ntio
nsC
lient
Consider needfor engagement
Purchase itemthrough site
Engage withthe platform
Re-engagewith platform
Does this interest me?
Do I want to learn more?
Does this apply to our demographic?
Will this gain consumer attention?
Is it easily accessible? Is the interface inviting? Does it allow for repeat transactions?
Is this sustainable over time?
Is this worth the e�ort?
Do I have a need for this?
Will consumers want to use this?
Have I seen anything like this before?
Is the content interesting?
Does this drive the brand identity?
Is this actually worth my money?
Does the purchase look simple and secure?
Does it allow for simple transactions?
Are there more parts to this I haven’t seen yet?
Is there a reason to use this again?
Will this lead to repeat consumers?
Des
igne
r
How can we create a positive impression?
Can we supplement our platform with a campaign?
Does this address an unmet need? Does the platform�ow to sales seamlessly?
Are our interactions intuitive?
Is there potentail for growth?
What incentive can we provide?Can we ensure the
transaction appear secure?Does the interface
appear inviting?Is this static or
dynamic over time?
Pre-Service Service Post-ServiceAwareness // Consideration // First Use // Purchase // Continued Use
Discover the platform through social media or
physical store touchpoint
Locate the platform and consider the need
to engage
Engage with the core experience of the
platform and receive filtered clothing
suggestions
Discover desired item based on filtered outfit suggestions. Purchase
the item within the platform.
Return to the application to eitherfind more clothing or
create personal submissions
Discover the microsite
Con
sum
erAc
tions
Inte
ntio
nsC
lient
Consider needfor engagement
Purchase itemthrough site
Engage withthe platform
Re-engagewith platform
Does this interest me?
Do I want to learn more?
Does this apply to our demographic?
Will this gain consumer attention?
Is it easily accessible? Is the interface inviting? Does it allow for repeat transactions?
Is this sustainable over time?
Is this worth the e�ort?
Do I have a need for this?
Will consumers want to use this?
Have I seen anything like this before?
Is the content interesting?
Does this drive the brand identity?
Is this actually worth my money?
Does the purchase look simple and secure?
Does it allow for simple transactions?
Are there more parts to this I haven’t seen yet?
Is there a reason to use this again?
Will this lead to repeat consumers?
Des
igne
r
How can we create a positive impression?
Can we supplement our platform with a campaign?
Does this address an unmet need? Does the platform�ow to sales seamlessly?
Are our interactions intuitive?
Is there potentail for growth?
What incentive can we provide?Can we ensure the
transaction appear secure?Does the interface
appear inviting?Is this static or
dynamic over time?
Pre-Service Service Post-ServiceAwareness // Consideration // First Use // Purchase // Continued Use
Discover the platform through social media or
physical store touchpoint
Locate the platform and consider the need
to engage
Engage with the core experience of the
platform and receive filtered clothing
suggestions
Discover desired item based on filtered outfit suggestions. Purchase
the item within the platform.
Return to the application to eitherfind more clothing or
create personal submissions
CampaignPreppy Dining
Out&
Frequent Foodie.
Fresh Yoga
&
Clean Conscience.
Quirky Long Walks
&
People Watcher.
Authentic Dancing
&
Street Artist.
Sexy Tennis
&
Casually Courting.
Nerdy Music Festival
&
Audiophile.
In order to create an initial use community, we are creating a print campaign to promote the platform.
Pre Service
Campaign
In American Apparel change rooms, the mirror will be modified to show the customer as an American Apparel ad, with links to the site.
Beats R/GA Precedents
R/GA created a movement around self expression by inviting young people to upload pictures to social media with a one word statement describing themselves
Why it MattersSelf Made increases American Apparel’s market.
Self made creates an interest in the American Apparel lifestyle by introducing potential customers to a platform filled with inspiring content. This makes the transition into the brand more inviting for skeptical buyers.
Self Made refreshes American Apparel’s catalog.Self Made provides consumers with fresh ways to wear their timeless clothes, breathing new life into the products and giving new reason to purchase the clothes
Self Made leverages American Apparel’s online presenceThe platform integrating current social media and becomes a hub for fashion related content, strengthening the brand’s online relationship with it’s consumers
References
https://www.tumblr.com/
http://www.rdio.com/
http://www.rga.com/work/showyourcolor/
http://www.americanapparel.net/
http://www.americanapparel.net/selfiecontest/
Microinteractions: Designing with Details, Dan Saffer
This is Service Design Thinking, Stickdorn / Schneider
http://lookbook.nu/
http://www.frogdesign.com/
Glimmer, Bruce Mau
http://jpda.net/projects/american-apparel-williamsburg
https://www.flickr.com/photos/khawkins04/6865938558/