wip march 11, 2015 mind map, fmp proposal draft, reading list, lfw, fashion board
TRANSCRIPT
WIP March 11, 2015
Mind Map, FMP Proposal Draft, Reading List, LFW, Fashion Board
poetweet
RFID tags
Marketing
Digital Fashion
Fashion e-commerce
The Corner
Boohoo
yoox
Zalando
Net-a-porter
ASOS
Matches Fashion
No online
shop for indepen
dent labels
Retail / Retail Trends
Smart fitting rooms
Virtual aisles
Information rich retail
Celebrity
cooperations
selfridges
Designers
ACNE Studios
Gareth Pugh
Phillip Lim
Michael Kors
Marc Jacobs
Burberry
Rebecca
Minkoff
Trend forecast
AW 16 Element
al
AW 16 Remast
er
AW 16 OffBeat
AW 16 Artisan
AW 16 Defined
SS 16 past
modern
SS 16 eco
active
SS 16 soft pop
SS 16 deep
summer
AW 15Antibran
dingAW 15Built by
Inet
AW 1590s
offlineAW 15flawlessAW 15
transcent
AW 15distilled
AW 15decryptAW 15
intuitive
Mobile
AppsGrabble
Snapchat
Discover
One Tap
mindwavers
Trends
Retail/LS apps booming
Virtual reality
wearables
Smart jewels
vinesGoPro Dove
Red Bull Marriott
Mobile friendly loyalty
schemes
E-commerce
Abandonned
baskets
Tap to earn
Social Media
Social shoppin
g
Shopable
Twitter buy
button
Social advertisi
ng
Visual newsfee
ds
bloggingTumblr
Creatrs Network
Trends
Personalisation
of content
campaigns
brands
Connected shopBeyond
the Inet of things
Social Media
analysis
The new
value econom
y
The converg
ence econom
y
stress
Flat age society
2. Life of baby boomers
Age group preferences
Stranger liaisons
Generation I
Independent
labels
SEO
Strong communication skillsVisual research, visualise information
poetweet
RFID tags
Marketing
Digital
Fashion
Fashion e-commerce
The Corner
Boohoo
yoox
Zalando
Net-a-porter
ASOS
Matches Fashion
No online
shop for indepen
dent labels
Retail / Retail Trends
Smart fitting rooms
Virtual aisles
Celebrity
cooperations
Designers
ACNE Studios
Gareth Pugh
Phillip Lim
Michael Kors
Marc Jacobs
Burberry
Rebecca
Minkoff
Mobile
Apps
Grabble
Snapchat
Discover
One Tap
mindwavers
Trends
Retail/LS apps booming
Virtual reality
wearables
Smart jewels
vines
GoPro Dove
Red Bull Marriott
Mobile friendly loyalty
schemes
E-commerce
Abandonned
baskets
Tap to earn
Social Media
Social shoppin
g
Shopable
Twitter buy
buttonSocial
advertising
Visual newsfee
dsblogging
Tumblr
Creatrs Network
Trends
Personalisation
of content
campaigns
brands
Connected shop
Beyond the Inet of things
Social Media
analysis
The new
value econom
y
The converg
ence econom
y
stress
Flat age society
2. Life of baby boomers
Age group preferences
Stranger liaisons
Generation I
Independent
labels
Classic marketing, PR, brand management experience
Languages, online marketing, seo experience, MS Office, SAP, Google Analytics, keyword tools, strategic thinking
SEO
Information rich retail
develop Adobe Suite skills
Experience with fashion ecommerce
SEO
society
fashion Ecommerce
digital trends
retail trends
Languages, online marketing, seo experience,
MS Office, SAP, Google Analytics, keyword tools,
strategic thinking
Experience with fashion Ecommerce
online buying behaviour
UK fashion Ecommerce
landscape
impact on Ecommerce
information rich retail
societyonline shopping
use of technology
preferences
buying behaviour
psych. behaviour
compulsitivity
rationality
loyalty
hierarchy o. needs
economic factors
income
globality
mobile
tablets
smart phones
apps
desktop
fashion Ecommerce
UK fashion
big players
problems
Ecommerce landscape
small businesses
competition
resources
advantages
economic situation
growth rate
worth
situation
tablets
smart phones
apps
advantages
money
know-how
niche
future
digital trends
new technology
wearables
social media
social advertising
analysis
apps
in-app payment
grabble
apps
Etail software 3-D Avatar
retail trends
smart
fitting rooms
information rich
RFID-Tags
mobile-friendly loyalty
connected
with online shop
social media
virtual aisles
with app
digital trends
retail trends
online buying behaviour
fashion Ecommerce
SEO
Hypothesising that retail and digital trends impact on online buying behaviour, what are the specific requirements of search engine optimisation for fashion Ecommerce?
Final Major Project Idea:
SEO for Fashion Ecommerce – a Pocket Guide
Format & Layout9 cm
15 c
m
Target Group
Students
conidering a career in
fashion seo
Graduates applying for a job in
fashion seo
SEO beginners aiming to improve their
knowledge on fashion
seo
Content 1. Introduction
2. What is SEO - a Definition
3. The UK Fashion Ecommerce Landscape
3.1 Problems
3.2 Why we need SEO
4. Approaching SEO
5. On-Page Optimisation
6. Off-Page Optimisation
7. Blogger Relations & SEO
8. Fashion specific SEO requirements
8.1 the fashion jargon
8.2 fashion trend based SEO campaigns
8.3 fashion photography and Google images •
Project Management Set up a time line
Primary research: analysis, industry interviews, survey
Secondary research: extensive reading
Styling and photo shoot for cover picture & inside
Search and brief a graphic design student
Think about a budget
Write and produce content
Set up presentation
Think about publishing the guide
Preparation in Term 2
Research Area
1. online buying behaviour
2. uk fashion Ecommerce landscape
3. current retail trends
4. current digital trends
Research Output
short film summarizing interviews
gamble board (screen printing and 3-D printing)
leaflet
survey/infographic
Excerpt from my Reading ListWilliams, Andy (2014) SEO 2015 & Beyond: Search engine optimization will never be the same again!
Chaffey, Dave & Ellis-Chadwick, Fiona (2012) Digital Marketing: Strategy, Implementation and Practice
Reilly, Andrew (2014) Key Concepts for the Fashion Industry (Understanding Fashion).
Ziv, Yuli (2013) Fashion 2.0: Season of Change: A Forecast of Digital Trends Set to Disrupt the Fashion Industry.
Karr, Arnold J. (2011) 'Retail CEO's Priorities: Online, More Exclusives' In: WWD. 202(102), p1.
Niu, Han-Jen (2014) 'Shopping in cyberspace: adolescent technology acceptance attitude with decision-making styles' In: International Journal of Technology and Human Interaction, 10(3), p1.
Dlodlo, Nobukhosi & Mafini, Chengedzai (2013) 'The relationship between technology acceptance and frequency of mobile commerce use amongst Generation Y consumers' In: Acta Commercii, 13(1).
Fashion Week (-end) 2015
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