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HI
RE-BRIEF
RE-BRIEF
A digital universe
GOAL
GOALBased on the insights from research, create a digital solution that enables the Swedish Fashion Council to distribute trends
and inspiration to their clients.
GOAL
USER RESEARCH
USER RESEARCHWho did we interview?
What kind of research?
Purpose of the interviews?
WHO?Fashion Designers
Trend Analysts
Buyers
Marketers
Fashion Students
WHAT?
Interviews & Surveys
CO-CREATION
CO-CREATION
CO-CREATIONSales are falling
Want a profitable digital solution to sell trends guides
CO-CREATION
INSIGHTS
INSIGHTSFASHION DESIGNERS
TREND ANALYST
BUYERS
SFC
FASHION DESIGNERS
FASHION DESIGNERS
They don’t buy trendguides, look at trends
occasionally. (Possible buyer of fashion forecasts)
Have a need/wish for SFC to do more for them
Need help with marketing and promoting
themselves
Network plays a large part in the designer’s
success
FASHION DESIGNERS
TREND ANALYST
BUYERS
SFC
TREND ANALYST
TREND ANALYST
There are seasonal trends and continuos trends
Doesn’t rely on one trend guide, seeks patterns to validate trends
Time is their largest challenge
FASHION DESIGNERS
TREND ANALYST
BUYERS
SFC
BUYERS
BUYERS
Searches for trends
Uses magazines to find inspiration
Needs to buy collections that will sell
FASHION DESIGNERS
TREND ANALYST
BUYERS
SFC
SFC
SFC
SFC is not perceived as trendy
There is a gap between how customers perceive SFC and what they believe they are.
Social media is a threat to the SFC (Pinterest, tumblr, instagram)
FASHION DESIGNERS
TREND ANALYST
BUYERS
SFC
OPPORTUNITY
OPPORTUNITY
Want a profitable digital solution to sell trends guides
OPPORTUNITY
A digital solution to communicate trends in a profitable way.
OPPORTUNITY
TREND GUIDES
FASHION NETWORK
INDUSTRY KNOWLEDGE
IDEATION
Social platform that communicate trends from SFC, generates trends based on user ratings and promotes
fashion designers and helps then to develop their professional network.
TESTING
TESTING
PROTOTYPE
FASHION DESIGNER
They don’t buy trendguides, look at trends
occasionally. (Possible buyer of fashion forecasts)
Have a need/wish for SFC to do more for them
Need help with marketing and promoting
themselves
Network plays a large part in the designer’s
success
FASHION DESIGNER
FASHION DESIGNER
They don’t buy trendguides, look at trends
occasionally. (Possible buyer of fashion forecasts)
Have a need/wish for SFC to do more for them
Need help with marketing and promoting
themselves
Network plays a large part in the designer’s
success
FASHION DESIGNER
They don’t buy trendguides, look at trends
occasionally. (Possible buyer of fashion forecasts)
Have a need/wish for SFC to do more for them
Need help with marketing and promoting
themselves
Network plays a large part in the designer’s
success
FASHION DESIGNER
They don’t buy trendguides, look at trends
occasionally. (Possible buyer of fashion forecasts)
Have a need/wish for SFC to do more for them
Need help with marketing and promoting
themselves
Network plays a large part in the designer’s
success
They don’t buy trendguides, look at trends
occasionally. (Possible buyer of fashion forecasts)
Have a need/wish for SFC to do more for them
Need help with marketing and promoting
themselves
Network plays a large part in the designer’s
success
FASHION DESIGNER
TREND ANALYST
TREND ANALIST
There are seasonal trends and continuos trends
Doesn’t rely on one trend guide, seeks patterns to validate trends
Time is their largest challenge
TREND ANALIST
There are seasonal trends and continuos trends
Doesn’t rely on one trend guide, seeks patterns to validate trends
Time is their largest challenge
TREND ANALIST
There are seasonal trends and continuos trends
Doesn’t rely on one trend guide, seeks patterns to validate trends
Time is their largest challenge
TREND ANALIST
There are seasonal trends and continuos trends
Doesn’t rely on one trend guide, seeks patterns to validate trends
Time is their largest challenge
TREND ANALIST
There are seasonal trends and continuos trends
Doesn’t rely on one trend guide, seeks patterns to validate trends
Time is their largest challenge
BUYER
BUYERS
Searches for trends
Uses magazines to find inspiration
Needs to buy collections that will sell
BUYERS
Searches for trends
Uses magazines to find inspiration
Needs to buy collections that will sell
BUYERS
Searches for trends
Uses magazines to find inspiration
Needs to buy collections that will sell
BUYERS
Searches for trends
Uses magazines to find inspiration
Needs to buy collections that will sell
SFC
SFC
SFC is not perceived as trendy
There is a gap between how customers perceive SFC and what they believe they are.
Social media is a threat to the SFC (Pinterest, tumblr, instagram)
SFC
SFC is not perceived as trendy
There is a gap between how customers perceive SFC and what they believe they are.
Social media is a threat to the SFC (Pinterest, tumblr, instagram)
SFC
SFC is not perceived as trendy
There is a gap between how customers perceive SFC and what they believe they are.
Social media is a threat to the SFC (Pinterest, tumblr, instagram)
SFC
SFC is not perceived as trendy
There is a gap between how customers perceive SFC and what they believe they are.
Social media is a threat to the SFC (Pinterest, tumblr, instagram)
SFC is not perceived as trendy
There is a gap between how customers perceive SFC and what they believe they are.
Social media is a threat to the SFC (Pinterest, tumblr, instagram)
SFC
LAUNCH
FUTURE OF SFN
CONCLUSION
THANK YOU!
