The Proposal
Challenge
There is a lack of accessible and inclusive websites geared towards the fashion industry. Many fashion blogs tend to only focus on one gender and/or style and tend to promote fast fashion or purchasing from luxury brands.
Key Objectives
Closet Chronicles should feature a diverse range of models and influencers, using language that is inclusive of all gender identities, and providing options for adjusting the text size and color scheme for users with visual impairments.
Additionally, it could involve designing the website with web accessibility guidelines in mind, such as providing alt text for images and using descriptive link text. By taking a more inclusive and accessible approach, fashion websites can better serve a wider range of users and help to break down barriers in the industry.
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Closet Chronicles both serves as a community and as an educational blog which teaches about sustainability and the impacts of fashion on the environment.
Target Audience
Any one of any age can access the site however the primary target audience for most of the content will be those in the age range of 20 to 40. this group consists of university/collage students and working professionals who are financially independent and have an interest in recent fashion.
Research
Analysis Key Findings
There are many fashion blogs to be found online but many of them only focus on one type of style or gender.
A majority of online blogs tend to information dump in posts without regard for the amount of reading or structure of the posts. Many fashion blogs do not sub categorize based on styles.
Market Research and Competitive Analysis
01
Wendy's Lookbook
Competitor Type: Direct - Same target audience and markets on the most recent fashion trends
Target Audience: Ages 20-40
Strengths:
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Website has a clean and modern theme
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Good organizational structure
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Clear brand identity, colour, font and style
Weaknesses:
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Font is hard to read - accessibility issue
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Outfits not categorized
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Menu is very small and to the side
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Focuses only on women's clothing
Market Research and Competitive Analysis
02
Accidental Icon
Competitor Type: Indirect - Different target audience but focuses on a unique style of fashion rather than the "trending" styles.
Target Audience: 50+ years old
Strengths:
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Unique branding: Not many fashion blogs are focused on those who are older
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Good organizational structure
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Clear brand identity, colour, font and style
Weaknesses:
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Website is too wordy with no option to hide text
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Menu titles labelled in a confusing way. Does describe content in each page well enough
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Focuses only on women's clothing
Market Research and Competitive Analysis
03
Seasons in Colour
Competitor Type: Indirect - Different product focuses but also focuses on the most recent trends within the furniture community.
Target Audience:
Strengths:
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Website has a clean and modern theme
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Good organizational structure
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Clear brand identity, colour, font and style
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Blog posts categorized into sub-categories
Weaknesses:
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Website is too wordy with no option to hide text
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Blog posts do not have enough navigation
Competitor Analysis
Interview Summary
Participants consisted of students and working adults of many races, ethnicities, and cultural backgrounds.
Many participants indicated the want for a singular platform that contained
User Needs
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An online platform where they can view a variety of fashion conveniently and efficiently.
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A platform that promotes diversity and inclusivity within the fashion community.
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Educational content about the fashion community and its impacts on other cultures, communities and the environment.
User Pain Points
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Navigation of many outfit catalogues is primarily done by scrolling until you find something you like.
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Popular blogs tend to promote clothes from brands that are not very accessible.
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Clothing brands have a lack of diversity and are not inclusive.
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Users have indicated that they dislike the lack of diversity of models when looking at online stores or blogs (i.e. race, gender, size).
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Users dislike that there is not a space where they can view a variety of fashion styles from multiple different people.
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Users have indicated hearing about fast fashion but do not know what it is or how to educate themselves about it.
User Desires
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To participate within a fashion community where inclusivity and diversity are key
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To have a one-stop-shop where they can view a large variety of style from one location and from a diverse number of bloggers
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To be able to purchase affordable good quality clothing
Style Guide
