Parenti - Thread

Describe the challenge:

The challenge is to create an easy way for men to find clothes within the Chicago area at different locations based on price range, brand, style, and sales. The user would be able to mark use his location in order to find stores near him which would be carrying what he is looking for at the best price as well as customer service reviews. There would also be a discount system involved where stores would scan a barcode from the user's phone and after so many purchases, discounts would be applied. This would ensure repeat business in a more efficient way than previous discount apps.  The main goal is to allow men to find their style through the help of the app and even write reviews on each experience.

Who is the target audience?

The target audience is males in Chicago between the ages of 21 and 50.

What does the audience currently think about the brand or group?

Menswear has been dead for the last couple years but in the last year or so, there has been a resurgence in men caring about how they dress.  This would hopefully help that problem. Also, many men do not really know how to dress or are against the idea of shopping, so being able to browse stores' inventories based on what style they accustom to is easier than a man going shopping all day.

What would we like the target to think and feel?

We would like the audience to think it is easy to dress well and feel confident in how they dress. We would also like to impose knowledge upon the audience.

Which facts, evidence or thoughts will assist in this change of thinking?

Within the app, based on a specific article of clothing, (color, style, etc.) the app will recommend what other items could go with it by giving an explanation, but also recommends against a second item if it doesn't match with a previous choice.  These recommendations for or against a second item would provide reasons why (wrong color for a season, doesn't match, doesn't match a style, etc.). Over time, the user will gain knowledge as to how he should dress and what can be worn with what.

What is the brand essence?

A knowledgeable app that is simply made to help men dress and provide an easier way to shop. 

What is the key emotion that will build a relationship with the core audience?

Understanding - knowing everything about men's apparel is nearly impossible, but this can help.

What media will best facilitate our goal?

Internet ads, print ads, banners.

What are the most critical elements?

The recommendations, locations, and sales information. Keeping an updated list of inventory items in stores is also a big necessity.

What is the single most important takeaway?

Knowing what to wear is hard, but we can help.

What do we want the audience to do?

Use the app, gain knowledge, recommend our product, dress well.