1. style and fashion
2. clothing

Purr-fectly Provocative Clothing?
Project Workbook
Chris Wring
Define Brand Attributes
General
Attributes
antiquated
We Are...
(our culture)
dark
Our Users Are...
(our community)
creative
Our Personality
Is...
(brand voice)
We make you
feel...
(value, emotion,
qualitative)
kind
Empowered
We help you
how...
(benefit, time,
money, quality)
Social
connection
aged
mysterious
outspoken
caring
medieval
Great looks
modern
provocative
lucid
helpful
eerie
help
In period style
sexy
rebellion
charming
affectionate
How-tos
nostalgic
valiant
shy
complex
artful
Gothic clubwear
skillful
morose
loud
immortal
cute
Jewelry line
transcendence
morbid
conscious
worthy
pleasing
Diverse culture
peculiarity
bloody
sour
vein
whimsical
Formal clothing
effective
graphic
Non religious
prestige
fanciful
Casual clothing
expansive
insane
Free thinking
respectable
beautiful
makeup
famous
creative
forbidden
Great esteem
ingenious
Online shopping
Brand Statement
Examp
Purr-fectly Provocative Clothing provide(s) Gothic
club wear to Antiquated users in a(n) provocative
and forbidden way to help them feel charming and
empowered.
Energy
nutritio
to Hea
and Ex
Empow
Brand Website Purpose Statement
• Purr-fectly Provocative Clothing provide(s) Gothic club wear to Antiquated users in a(n) provocative
and forbidden way to help them feel charming and empowered.
• Purr-fectly Provocative Clothing offers high quality gothic club wear that is custom made with quality
materials it is diverse in that it offers many genres of clothing and tutorials on some things that you can
make yourself.
• Purr-fectly Provocative Clothing provides users a personal space to make their own decisions . The
site gives tips and tricks on make-up and hair techniques . This site also offers Social networking
features such as links to Face book and Twitter and Google plus.
• Purr-fectly Provocative Clothing’s revenue is based on loyal and sometimes buyers traffic to the
companies clothing line.
Increase Impact on Business Bottom Line
(Revenue, Donations, Business Profit, Inventory Control, etc.)
Term
Goal
Desirability
Obtainability
Total
short
Start an advertisement to get customers
interested
8
10
18
mid
Create limited clothing that is unique
7
8
15
mid
Use a surveying system to see what users are
buying the most and have those items readily
available
8
8
16
long
Mobile app capability
8
7
15
short
Instore sales
7
10
17
long
Membership benifets
7
9
16
mid
Mail out ads
8
10
18
Operation Efficiency
(Easy Info Access, Effective Business Process with Sponsors, Improve P2P
connections)
Term
Goal
Desirability
Obtainability
Total
long
Provide quality
customer services
8
8
16
mid
Purchase sponsors to help get the word out
to community
5
8
13
mid
Create stickers and decals
7
7
14
short
Free giveaways in certain locations
6
10
16
long
Designs made to your request
9
10
19
mid
Logo branding
10
10
20
mid
Chat live customer services
4
8
12
Brand Awareness
(Raise Market Share, Social Community, Promotions, Sharing, Charity connection)
Term
Goal
Desirability
Obtainability
Total
mid
Obtain tv comercial ad
6
7
13
mid
Make store state wide
7
7
14
long
Make store nationwide
7
5
12
short
Showcase clothing line at a club or event
8
8
16
short
Hand out flyers at clubs or events
9
10
19
mid
Join a fundraising event
7
10
17
long
Build a member database
8
9
17
ent
Brand + User 1 Goals = Features
User Name: Primary Goals & Primary Needs
Revenue Business Goal 1
Obtain TV commercial ad
•Purchase TV spot
Research time slot that is best
Target Demographic
Revenue Business Goal 2
Showcase clothing line at a club or event
•advertise on website
•flyers made
Use in store promotions
Revenue Business Goal 3
Build a member database
•create customer incentive to hold member ship
•make member ship feature easy and painless to sign up
•maintain and update memberships
Efficiency Business Goal 1
Free giveaways in certain locations
•incentives to go to on ground stores
•give such stores more stock
•
Efficiency Business Goal 2
Designs made to your request
•provide a communication feature to the customer
•ensure what the customer wants
•provide a way for the customer to see progress
Efficiency Business Goal 3
Mobile app capability
Create way for customers to order on the go
Simplify the website for mobile purposes
Grow community with social networking opportunities
Awareness Business Goal 1
Create stickers and decals
Promotions
Coupons
Informational brochures
Awareness Business Goal 2
Use a surveying system to see what users are
buying the most and have those items readily
available
Use in store survey
Online survey
Collect data from sales
Awareness Business Goal 3
Membership benefits
Sale of the day section
Clearance items
Email and news letters
Visual Inspiration for Brand Identity
Final chosen brand identity
logo will be placed in the
large image box.
Brand Identity for (Business name)
Identified User Segments for the Business
Industry
• Females 20-25 (high school or GED)
Who are the identified user
segments and stakeholders
for this website?
Be sure to do your research
in this area carefully in the
AID library database
• Males 20-25 (high school or GED)
• Females 25-30 (special events)
EnergyUP.com
Demographics example:
North American - U.S.
dominates market
Young Adults: 80% female
dominant but males are
definitely present
Teens: female dominant trying to curb national obesity
trend
Pregnant Moms: looking to
raise healthy babies
Library Research source citation on Industry:
Senior Citizens: over 50+
aging health concerns
Library Research source citation on Industry demographic data:
Demographic:Julia Sims
• Story (6 lifestyle motivations to use website- be specific):
•
•
•
•
•
•
She goes to clubs and bars a lot
She works as a go-go dancer
She attends lots of social events
She knows lots of performers and djs
She shops online a lot
She attends a community collage
• 6 Goals (of what to accomplish on the business website):
•
Learn make-up techniques
•
Learn how- to make stuff from stuff they already have
•
Buy shoes
•
Buy clothes for work
•
Keep in touch with others that are like her
•
Share ideas
• Demographic (industry data: age, geographic
•
•
•
•
•
•
location, occupation, annual income, marital status, children,
etc.):
25
Southwest
Collage student
$20,000
Single
No child
• 6 Needs (motivations user building website business
relationship):
•
•
•
•
•
•
Help expand customer base
Help customers join with like people
Sell a product
Help people become creative
Give customers products that are high quality
Give people a brand they can trust
Library Research source citation on Industry demographic data:
Demographic: Miles Jones
• Story (6 lifestyle motivations to use website- be specific):
•
•
•
•
•
•
Works full time as a reality consultant
goes to clubs to meet up and drink with his friends
Buys clothes for his girlfriend online
Uses the internet for pricing store location products
Usually stays up all night.
Uses the internet a lot
• 6 Goals (of what to accomplish on the business website):
•
Learn make-up techniques
•
Learn how- to make stuff from stuff they already have
•
Buy stuff for loved one
•
Buy clothes for club
•
Keep in touch with others that are like minds
•
Share ideas
• Demographic (industry data: age, geographic
•
•
•
•
•
•
location, occupation, annual income, marital status, children,
etc.):
36
Northeast
Reality
40-50k
Single w/girlfriend
No kids
• 6 Needs (motivations user building website business
relationship):
•
•
•
•
•
•
Help expand customer base
Help customers join with like people
Sell a product
Help people become creative
Give customers products that are high quality
Give people a brand they can trust
Brand identity colors
Final identity logo in 3 sizes each - B&W and
COLOR - need 1/2” height, 1” height, 2” height
RGB (0,0,0)
Hex (000000)
RGB (140,67,147)
Hex (8C4393)
RGB (35,56,141)
Hex (23388D)
RGB (255,255,255)
Hex (FFFFFF)
Brand Style Guide for (Business name)
Type selection to be used for titles and body
copy. Label what each typeface will be used for.
INDIVIDUAL flowchart
0. home page
0.1 Home
1.0 Tops
2.0 corsets
1.1 Tops listing
1.2.1 individul
Producti/tem1
3.0 Bottoms
4.0 Rompers
And Monokini
0.2 About
5.0 Sexy Sets
0.3 My Account
6.0 dresses
0.4 Login
Specific C
Pertaining
Categories
0.5 Cart (ie. Individ
info Page)
7.0 Shoes
La
Le
(ie
Ov
Of
2.1 Tops listing
2.2 individual
Producti/tem1
Local
Sub-Cate
Specific t
Pages (ie
Sub-cate
1.2 individual
Producti/tem2
1.3 individual
Producti/tem3
Architecture Diagram
Global U
(Page ID: 0.0) Homepage
Wireframe Notations:
1.
2.
3.
4.
5.
6.
Homepage Wireframe - 960 grid/12column with annotations from Illustrator or PhotoShop file
(Page ID: 1.0) Landing Page
Wireframe Notations:
1.Logo revised and made more
legible
1.Logo
2.Side nav kept the same and
shown to be a drop-down menu
system
3.Global nav to be seen on all
pages
4.Deal of the day to keep the
customers coming back to the site
Landing Page Wireframe - 960 grid/12column with annotations from Illustrator or PhotoShop file
(Page ID: 1.1)
Wireframe Notations:
1.Logo revised and made more
legible
2.Side nav kept the same and
shown to be a drop-down menu
system
3.Global nav to be seen on all
pages
4. List of products- with title and
price as well as a link on the picture
for further info and a buy now button
for easy purchase.
Product/Service Wireframe - 960 grid/12column with annotations from Illustrator or PhotoShop
file
(Page ID: #.#)
Wireframe Notations:
1.Logo revised and made more
legible
2.Side nav kept the same and
shown to be a drop-down menu
system
3.Global nav to be seen on all
pages
4. Item description- with title and
price as well as a link on the picture
for further info and a review button
and add to cart. Also with size that
you want
5. Clicking on the main image will
enlarge the image and the option to
see more images of different views
6. What other users have bought or
Have seen.
Feature Wireframe - 960 grid/12column with annotations from Illustrator or PhotoShop file
(Page ID: #0.2 )
Wireframe Notations:
About page
1.Logo revised and made more
legible
2.Side nav kept the same and
shown to be a drop-down menu
system
3.Global nav to be seen on all
pages
4.Deal of the day to keep the
customers coming back to the site
Feature Wireframe - 960 grid/12column with annotations from Illustrator or PhotoShop file
Page ID: 0.0 - Homepage Design Comp - 960 grid from either Photoshop or
Illustrator file
Page ID: 2.0 - Tops Design Comp - 960 grid from either Photoshop or Illustrator file
Page ID: 0.2 - Dynamic Feature Design Comp - 960 grid from either Photoshop or Illustrator file