Company Editor Feedback

I contacted Company magazine to tell them about my idea and gather feedback and the editor of Company magazine replied with this response, which quite frankly is incredible that she would even look at my work let alone like it. It's a complete honor and makes me feel really proud of my work knowing that they have thought up an idea like this before.

Portfolio Feedback

After speaking to my tutor, he gave me some advice on how to make my portfolio better.

• To take a lot of influence from the High Street Edit magazine.
• Add text to some of the promotion boards to explain what some things are better.
• Make title pages more visual e.g. add silhouettes of devices
• Different colours for different pages.

I''ve taken this on board with the development of my portfolio to make it look better.

Board Arrangement

After showing Paz my initial board design (see above), he highlighted that A2 is a really large size and probably too big for my board. He made the point also that having all my app screens on the board may look overcrowded, plus if they were all in iPad frames it would look over saturated with hardware opposed to my software. He made the suggestion that instead I just have the main screens on the board with the middle screen in an iPad to highlight the app. I have taken this suggestion on board. In addition, he also pointed out that A2 would be too big for social media and it may look odd all crowded in one corner, here he said it would look neater and easier to read if everything was in lines, therefore I have changed my layout slightly. All my promotion now sits in lines and I have got rid of my adhsel as there wasn't enough room. I wasn't too keen on my adshel being on the board anyway.  I am pleased with the layout of my new board, I just need to go through and add titles and rasterize everything.

Interim Crit Feedback

The following is the feedback received off my three tutors after showing them my app visuals, social media content, assets pages and logo as well as taking into consideration the idea in general.

• Regarding the app's concept perhaps consider a collaboration with the a brand e.g. ASOS or the Arcadia group. The app would then just focus on using their products which makes it more exclusive to the brand and also increases the awareness by being promoted by another brand. However, Company magazine doesn't limit itself to just one brand within the magazine so this concept wouldn't be strong and would alienate other companies and probably consumers. 
• Instead it may be an idea to create a supplement magazine promoting the app that could be in association with a brand e.g. ASOS/ Topshop. This idea stems from the supplements in Vogue magazines, which advertise clothes from all brands but have a editorial shoot focusing on just that brand's items. The magazine intended for the app would show it works as well as have a lookbook feature or editorial shoot within it. 
• In terms of my app, change the iPad to an iPad Air outline as this is the most current. Also change the iPhone to the most current. Change the writing on the Welcome Page to columns and experiment with the white space more. Change the size of the bottom icons, maybe put them in squares and box them off. Also try to find more iOS7 like logos to make the app look more realistic. 
• It was suggested that an idea for the calendar feature could be to send push notifications to remind users what they're wearing that day or to remind them an event is coming up that they should plan an outfit for. 
• The aforementioned magazine idea could also be made a feature on the app. There would be a lookbook/inspiration feed whereby users could view outfits and editorial spreads from the magazine to create their own moodboards of outfit inspiration.
• In terms of promotion, consider doing a photoshoot like the images on the Stylebook website which visually shows users how they can use the app and what it does. These images should go on a new website- make a microsite for the service.
• On the logo, consider making the Company logo smaller so it stands out as well as downloading the correct font for the 'Stylist Edit' text. This way the title 'stylist edit' will stand out more than the word Company.

The feedback also communicated by my tutor is as follows;

Actions / Elements carried out

• Identity has been carried forward - has identified and provided the rationale for moving away from the illustrated icons for the clothes
• Basic concept has been communicated - concept is easy enough to follow
• Idea of app embeded scanner works well, this provides good USP
• A board range of visual work communicated with a clear understanding of what else is yet to complete.

Things to do 

• Research if the magazine needs to use another brand, if so why and see which you would align a brand that encompasses multiple brands (justify the reason) - example Vogue supplemented magazines (research could justify) 
• Content needs to be confirmed (shoot yes or no?)
• Need to update the look app to be much more in line with current UI's
• Evaluate the look and layout - use more uptodate hardware
• Include more features within the app, look book, brand own shoots - how will the features be communicated?

Dissertation Layout- Final Decision

After speaking with Paz today I've made my final decision on the layout of my dissertation. Admittedly, it shouldn't of taken me as long as it has to decide upon this as ultimately there are more important things to be getting on with. Paz agreed that I should take on elements of Company magazine to show I have an understanding of my brand, however he doesn't feel it's good for me to totally copy it as I've done this before and should try something different. 

Therefore, I've decided I'm going to integrate the H&M magazine layout with elements of Company's artwork that have become synonymous with the brand e.g. the fonts, use of brush strokes, colours. I'm going to create an assets page of Company's branding for the purpose of my promotion so I have a reference of their style, which will also be a good guideline when I begin producing the creative format for my dissertation.

Feedback #4

There was a short feedback session today discussing our overall progress so far. At the moment I feel I am up to date with my work and as this week will be spent concentrating on creating the visuals I will be ahead with promotional work by the start of next week.

One of the areas that was bothering me was regarding the literature review as I've not found many key texts but rather little snippets from a selection of articles. I was told that I don't actually have to reference specific texts, but if Mintel as a whole was beneficial for example, I can simply state that Mintel was helpful. This made me feel more confident about writing my literature review.

In addition, I was also concerned about the layout of my dissertation as I've laid out several previous pieces of work out in the style of Company magazine so I don't particularly want to adopt the same style for my dissertation piece. Nevertheless, Louise pointed out that it may seem like I don't understand Company as a brand if I designed my dissertation to reflect a more serious looking style, as Company's layouts are fun, relaxed and exciting. It is the perfect way to design the dissertation given that my app is for Company magazine. She did suggest that instead of copying it out again I could take elements I like and merge them with the more sophisticated layouts I've found so I'm still incorporating their graphics and artwork without totally copying again. This is something I am definitely considering and am going to speak to my personal tutor to get the final verdict.

Survey Results

I conducted another survey two weeks ago focused entirely on the Stylist Edit service. I received 100 responses thus my results are a lot more conclusive and reliable. In addition, the majority of people who answered the survey were between 20-24 which is the main target age of the service, moreover, the next popular age group was the 16-19 which again is part of the target demographic.

Naturally, owning an iPhone or an iPad came out as the most popular choice, which works well given that the app will be released on iOS software first. I was surprised that only 24% of respondents read Company magazine every month given that it was the most popular magazine on my previous survey. Overall, 50% of respondents rarely, or never read Company magazine, which again was a massive shock. Not many people download or read the Company Weekly Edit app either, although I'm not too surprised at this result as I feel Company don't promote the app as much as they could, plus the fact it costs 69p may put people off downloading it, which makes me want to consider that the Stylist Edit app is free.

Despite Company not being as popular as I previously thought, the concept of my app is, with 67% of respondents saying they would use the service, whilst another 67% regularly seek fashion advice from either friends, peers or magazines. Furthermore, 91% of respondents have unworn clothing in their wardrobes hence there is definitely a market for a service which helps utilise this.  It's also worked well in terms of my results that most people either never get round to wearing their unworn clothes, have nothing to go with them, they were impulse buys or simply don't like them anymore. Hence the app will provide a new lease of life for these unworn and disliked clothes hopefully so that consumers will enjoy wearing them again. In addition, 87% of people admitted to pre-planning outfits either all the time or some of time again showing there is a market for a service that provides outfit suggestions.

In terms of promotion, it is clear that the majority of people use Twitter, Instagram and Facebook thus this is where the main social media marketing will take place. There will also be some forms of promotion on Pinterest, however it may be difficult to promote over that social media service.

Feedback- Styling Student & Blogger

I decided to ask some bloggers and 'Company girls' what they think on the app and gather some feedback from them. I asked blogger and styling student Helena Lester-Card from 'Bell's Fashion' what she thought of the concept, given that she is definitely a 'Company girl' due to her fashion individuality, interest in up and coming music, and is active on all social media platforms. She is also studying styling, so she could also provide a view on the app from a stylist lookout.

Her response:

'I've had a look at your uni blog and think your idea for the app is really strong. The whole concept for reworking pieces you already have is something I'm particularly keen on as I hate the thought of people over buying mass produced items and only wearing them once or twice (why I love vintage and independent brands so much). Girls are always asking friends/family/boyfs for styling advice so being able to have the advice available on an app on your phone is ideal and the fact you would be building self-esteem whilst giving advice is amazing!!

Company seems like the perfect magazine to pair with as they have the best friend kinda vibes when you read it and the app sounds similar to that!'

I think the image of Company acting like a best friend giving fashion advice is really strong and something that is definitely true of the magazine's ethos and something to consider a lot when creating the app and promotion.

Feedback #3

This week the feedback session focused on customer profiles and who will be the end user of my product. Having already researched into the core Company consumer I told Paz how Victoria White (Company editor) views her readers (see here) and he agreed that's the level of detail that should be going into the customer profile we create. Not only should the customer profiles be in depth of what the person likes, but also represent 'a day in the life', so that when the time comes to create the promotion, it's easy to see which the key consumer will respond and react to.

Moreover, an aspirational customer profile board is needed to represent the customers who will aspire to the product. In my case, these will be those out of the target market range who 'aspire' of dressing a certain way. These could be early teens who are still at school who want to look fashionable, but also it could be those in the target age range who don't necessarily have the most 'fashionable' of jobs, e.g. lawyers, doctors, teachers. Different customer profiles need different forms of promotion to attract. Therefore, not only will a core customer profile board need to be created but also an aspirational one, which shows off the secondary and tertiary consumers.

Feedback #2

Prior to having my second feedback, I had already eliminated the Boyfriend Creche from my options. However I still discussed this option with Paz.

Boyfriend Creche 

• I outlined the limitations and we both agreed that in hindsight although the concept is a good idea, realistically it wouldn't go far enough. 
• Paz also addressed the flaw that men can simply go and wait in a coffee shop for their partners, there doesn't have to be a designated room for them to sit in.

Styling App

• This was seen as my strongest idea.
• I addressed the situation that my app feels a little all over the place at the moment, as I haven't decided what brand I want to do it for, whether I even want to do it for a brand, what the USP for it is etc, and that ultimately I feel very overwhelmed.
• We worked out that by having the app connected to a brand it would stand out more as people would know that it's a brand people can trust opposed to a stand alone app that may not get any exposure. 
• In addition, Paz recommended I speak to some personal stylists and gather an idea of what the provide and how their service would differ from the app. I have emailed some stylists that I know off and am currently waiting for their response.
• He also suggested I make a list of pros and cons about my app 
• And also consider other people that would use the app who aren't necessarily the 'fashion' type e.g. scientists and lawyers who don't have time to put outfits together. This is a reason I am leaning towards creating the app for Company magazine as they had a wide spectrum of readers plus their magazine content doesn't focus on just fashion, they feature articles on an array of topics.  

Feedback #1

My first feedback session focused on discussing my Final Campaign ideas with Paz (my tutor) and making sure they were not only realistic but viable and help me produce a good degree of work. As I have many ideas, it was helpful to get some advice on which to discard.

MISSGUIDED APP- Although all of Missguided's competitors have their own transactional apps, this concept is not enough to go the distance for my campaign. There is nothing I can think of that would make this app different to their website, and ultimately nothing that would make them really stand out in the crowd. Mobile websites are also a lot more expensive to produce. I did really like this idea, but there isn't much direction to take this in.

GHD CURLERS- Through further research prior to my meeting I had already discarded this idea as it wouldn't work. GHD pride themselves on the fact that their straighteners are the only product a girl would ever need given that they curl as well as straighten. Moreover, research into whether women prefer curling wands to straighteners showed that most prefer to just curl their hair with straighteners.

ASDA LOYALTY CARD- Similarly to the curlers, I had already discarded this idea. Asda state on their website that they don't have a loyalty card due to their principle of not 'buying their customers with plastic points'. Hence, the concept wouldn't work in realistic terms. Whilst Paz said this was a good idea, it would be a boring one to do the research and production for.

MORE MAGAZINE- Whilst this idea was strong and interesting, Paz pointed out many flaws with this concept. As the name has already been tarnished it may be difficult to get a positive reaction to a relaunch. Moreover, as their target demographic was 16-25 year olds, would they chose to view a magazine on a tablet oppose to a printed publication? There is also the concept of launching an entirely new magazine instead of the rebrand of More! which is something to consider.

STYLING APP- After explaining the original concept about it being a menswear styling app, and that consequently I would be doing a female version, Paz pointed out that the womenswear market is saturated with styling and clothing apps and content, so what would make mine different and stand out? He also suggested the option of doing it for men but for a different company as the menswear sector is lacking in this sort of thing. If I didn't want to menswear there is always the concept of doing it for a magazine. My initial thoughts were a magazine like Elle and Vogue who have the budget to launch this and are already big on digitizing their brand. In addition, it could link in with their magazine with interactive pages for the app users.

BOYFRIEND CRECHE- I proposed my novelty idea of the boyfriend creche to my tutor and he actually said this was one of my strongest concepts with the most potential. He highlighted that there are lots of empty stores in shopping centers nowadays, hence the perfect place to add something like this. In addition, he also pointed out that concept stores and pop up shops are becoming more popular so it is perfectly realistic. Moreover, a new building in Birmingham called 'Birmingham Grand Central' has dedicated an entire floor to concept stores, so this could be the perfect place to launch the idea.

From this I am going to focus on researching on my strongest ideas which are the Styling App and the Boyfriend Creche.