Proposal

The Project & Rationale:

·         A personal styling app for women that generates outfit suggestions through algorithm technology for the Company magazine brand.

·         By uploading images of own clothes, the app will create outfit ideas to help utilise user’s existing wardrobes, and give future purchase suggestions.

·         Aiming to boost self-esteem and help users re-cycle their wardrobes in current financial times. In addition, generates a personal bond between Company and the consumer.

Despite coming out of the recession slightly, consumers attitudes towards spending have changed dramatically; 'The continuing tough economic climate, however, has meant that females have become more discerning about what they buy and how much they pay for it' (Mintel: Womenswear April 2013) . 2012 saw an annual income increase of 34% for charity shops (Telegraph.co.uk May 2012) suggesting that consumers no longer want to spend vast amounts of money on new clothes. Whilst eBay also became the most popular website for fashion in 2013 no doubt due to its bargain reputation. Mintel also reported that 68% of shoppers were selling unwanted clothing online to make room for new clothes. (Mintel: Fashion Online, August 2013)
The service that the 'Stylist Edit' app will provide is the utilisation of a consumer’s wardrobe; generating outfit suggestions based on a user's current wardrobe as well as clothing recommendations from shops. 'Stylist Edit' will teach users how to style their wardrobes to their full potential with every trend, which therefore saves consumers money and also time. Mintel reported that retailers are looking to provide 'more targeted product recommendations' (Mintel: E-Commerce July 2013), and thus this app personally recommends products based on user's wardrobes. The technology behind this is mainly algorithm based, the same technology behind Netflix’s world famous ‘most effective personal recommendation engines’ (Businessoffashion.com , May 2012). In addition, there will also be some human input provided by the staffs who work on the other apps that Company magazine provide. 
Company is the perfect magazine for this service as although fashion is one of their main features, their content (both online and print) focuses on a variety of topics catering to a range of audiences. Company is the first magazine to launch a personal stylist app setting them apart from their competitors. There is a similar app to 'Stylist Edit' available, called 'Stylebook' that is very popular in the US, therefore this app would be unique within the UK.

Objectives

• Help consumers utilise their existing wardrobes given the current financial climate.
• Increase brand loyalty
• Increase self-esteem within users
• Stand out against competitors
• Engages with their reader on a more personal level

Key Performance Indicators

• The amount of downloads over a certain period of time
• The continual use of the app
• Social media sharing

Consumer Action

• FEEL IT- The app will boost consumers self-esteem and confidence through a new appearance. With Company being a well-known brand, their judgment is trusted.
• DO IT- It generates a personal bond between the brand and user; users feel more connected to Company. The app encourages people to connect with a new technology.
• GET IT- The app shows consumers how to get the most from their wardrobes and enhance their personal style.
• SHARE IT- Social media will be used to promote, but also to connect with consumers e.g. through hashtags
• SEE IT- Visual promotion will be through social media and adverts in their magazine. Company work hard at their social media promotion to ensure it reaches a wide audience.