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Anna Joshy (57228910)

Sedu-Nazia (58113654)

Pradnya Ravikumar (59011113)

To Hoi Tung (58720050)

SO Tsz Pok (58536141)

Wong Wing Ki (57148590)

Henry Jr Mong (57897643)

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CoutureX�Consumer Behavior �New Product Release Conference

Socially Fashionable

Agenda

01

04

Product Overview

Needs Analysis

Differentiation

Implications

Future Development

02

03

05

Be Your Ideal Self

Constrained by conventional purchasing obstacles?

​

Discover and showcase your ideal self

​

Socialise with your niche

​

“CoutureX”

​

​

​

Product Overview

AR Wardrobe

Community

(Chatrooms & events)

E-Commerce

Key Features

Virtual Wardrobe

E-Commerce

Community

(Chatrooms & events)

​

​

Gain Status Points and unlock exclusive events

(e.g. Sustainable workshops)

Key Features

AR Wardrobe

E-Commerce

Target Audience

GenZ Characteristics

​

• Fashion and eco-conscious

​

• Pursuit of self-uniqueness and differentiation

​

• Seek peer relationships and genuine affirmation

​

• Concerned whether the clothes they buy online will fit

​

​

​

​

GenZ Facts

​

Wish to convey their “Personality” through fashion

Repeat purchases in e-commerce (vs. In-store shopping)

Use social media to discover and purchase the latest fashion items

Why We Created CoutureX

Social Pressure

& Fast Fashion

Why We Created CoutureX

Interactive

Online Shopping

Aspire.�Discover.�Belong.

Be Who You Aspire To Be.

Following Influencers/Micro Trends

Actual

Ought

Ideal

Discover Your Unique Style.

Ought

Ideal

Actual

Discover Your Unique Style.

Ought

Ideal

Actual

Feel Like You Belong.

What is most likely to influence clothing items Gen Z or Millenials buy U.S. and Canada 2021 (Ypulse, 2021)

Feel Like You Belong.

What is most likely to influence clothing items Gen Z or Millennials buy U.S. and Canada 2021 (Ypulse, 2021)

Differentiation

03

Competitor analysis

Zalando

ASOS

European fashion & shoes brands with AR capabilities

Wide variety of brands, clothing & sizing options

Snapchat

H&M

Social media app with AR technology through filters

Affordable clothing in line with current trends and AR capabilities

Perceptual Map

High

High

Low

Low

Styling (AR/AI)

Fashion Variety

CoutureX

Perceptual Map

High

Low

Low

High

Fashion

CoutureX

Social

What sets us apart?

Style Analysis

Community & Social Integration

CoutureX

VS.

Interactive, Realistic, Customizable

Zalando and H&M cannot replicate our AR depictions

Life-like depictions​ of clothing

Maximum self-personalization

ASOS allows for some customization but not extensive personalization

Interactivity! Interactivity! Interactivity!

We offer real-time AR interactivity, events, and chatrooms for users

Implications

04

Implications

Identity Exploration

and Self-Expression

• Promote personal discovery in styling

​

• Encourage evolving identities

Social Influence and Community Validation

• Increase confidence in styling

• Create a positive feedback loop

​

• Foster a stronger sense of belonging

1. Fashion engagement behavior

Implications

Post-Purchase

Experience

• Reinforce validity of consumer’s decision

​

• Reduce the rate of return for producer

Seamless Discovery and Purchasing Process

• Reduce decision time

​

• Increase consumption

• Enhance overall satisfaction

2. Customer purchase behavior

The Future

Looking Forward for CoutureX

Looking Forward

Do you have any questions?

Thank You