trace - stella mccartney
TRANSCRIPT
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A lot of focus in sustainability and traceability across Europe;
Stella McCartney has taken steps to have a sustainable supply chain: viscose, yarn, Patagonia wool, Oeko-Tex;
App for Stella McCartney that can be expanded to the whole group;
BACKGROUND
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An app that allows the consumer to trace the origin of the garments; Also builds a story behind the outfit and how it was produced, trying to humanize the process;
Mobile – website version;
IDEA
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1) DOWNLOAD THE APP AND LOGIN / ACCESS THE WEBSITE.
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2) GO TO A STELLA MCCARTNEY STORE.
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3) FIND THE PRODUCT YOU WANT TO “TRACE”.
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4) START THE APP.
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4) START THE APP.
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5) SCAN THE PRODUCT.
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The app will tell you the origin of the product: where the fabrics
come from, where it was produced, where it was dyed, which chemicals were used in
the process, how it was transported, etc.
ANIMAL FALABELLA SMALL FAUX PHYTON
SHOULDER BAG
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When the outfit is bought by the client he receives a push notification in the app / SMS / e-mail with a link unlocking a feature in the app;
This feature can be a video, photographs or any visual content about how the outfit was created, how it positively impacted a certain community, etc.
ADDED CONTENT
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Light green;
Clean, minimalistic.
LAYOUT
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Visual recognition technology: ASAP54 and findSimilar;
Push notifications, e-mail, SMS: Usablenet and Xtify;
TECHNOLOGY
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Design, information architecture: 60h x €50 = €4,000
Programmer: 300h x €50 = €15,000
BUDGET
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ACTION PLAN
JUL/15 – SEP/15 Op.miza.on, refining of the project; Budge.ng, suppliers;
SEP/15 – MAR/16
Collec.on of data; Choice of styles to feature stories, produc.on of visual content; Design and programming of the app; Strategic planning; Implementa.on of technology in stores;
MAR/16 Test run: (buzz?); Feedback evalua.on and final touches; Training of staff;
MAR/16 – SEP/16 Launch: PR, segmented adver.sing
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THANK YOU!