M.A.C.I.
WEBSITE OVERVIEW
DRTL 4090
//MADELINE KRUSTCHINSKY, AMY DURAN, CHRISTIANA ADEOSO, ISABELLE VIGIL //
FASHION FOR THE EVERYDAY DAY “IT” GIRL
// BENCHMARK & COMPETITION //
Capstone 1
Jaded London
i.am.gia
// WEBSITE THEME //
Our website theme conveys a mixture of modernity and fast-moving trends. This theme will evolve as fashion trends evolve, giving a fresh and inspiring message to our consumer base. Our theme will also incorporate unique elements that will make our brand and category stand out compared to other fast-evolving fashion sites.
Capstone 2
// TARGET MARKET //
Demographics
Psychographics
Capstone 3
// BRAND MESSAGE //
The idea was inspired by today’s mega trendy and aspirational “It Girl”. We believe everyone should get a chance to feel that confidence, power and allure. The virtual character was created combining the first initials of the founder's name thus creating a digital clothing brand with a unique and funky image. MACI is the avenue for every woman to feel beautiful in their own specific way. We did not want to create something with one woman in mind - we wanted MACI to be for every body type, nationality, every single look there is for every woman out there.
Capstone 3
// PRODUCT CATEGORY //
M.A.C.I. is an ecommerce site that specializes in women's apparel & accessories. We offer….
Capstone 4
// MARKETING STRATEGIES //
INFLUENCER COLLABORATIONS
STUDENT DISCOUNTS
In order to reach our young target market we will collaborate with top key influencers such as Emma Chamberlin and Bella Hadid to create a solid and strong brand awareness
MICRO-INFLUENCER PROGRAM
Because of our age demographic we can offer student discounts to our younger consumers which builds loyalty as well as drives up word-of-mouth communication due to excitement
Create a micro influencer program that would allow us to post our customers in our garments to social media. It will create community within our brand as well as strengthen our “everyone can be an It Girl” brand messaging
Capstone 4
// CUSTOMER PERSONA: OLIVIA //
Olivia is a 23 year old full time college student finishing up her last year of university. She is pursuing a degree in digital marketing with a minor in fashion merchandising living in her college town outside of a major city. After finishing her degree she wants to work as a Social Media Manager for major fashion brands while keeping up with her social media accounts as a micro-influencer. She currently works part time at a local retailing store making $10K a years so she relies on her parents to help out with major finances. She enjoys being sociable and going out with her friends as a way to relieve stress, going on adventures downtown to an art museum or a trendy restaurant. She is very tech savvy and is a user of all social media apps but is a big user of Instagram. She is motivated by current trends but has her own personal flare and style that veers from the norm.
Capstone 5 & 6
// SCENARIO: THE HUNT FOR A MATCHING SET //
Opens our clothing category→ click on 2 piece sets → browses selection
Goes back to saved items on Instagram, clicks on link and goes to our store
Receives a discount offer before purchase and signs up for emailing list
Saw an ad on Instagram for our trendy two-piece sets.
Compared items with other existing competitor Instagram pages
While online she builds an awareness of celebrity trends
Capstone 5 & 6
// OUR WEBSITE //
Capstone 7-10