Macro and Micro-environment analysis for fashion mobile app PDF

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Macro and Micro-environment analysis for fashion mobile app ...

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Macroenvironment Political: Brexit changes fashion and retailing industries. External environment: relatively stable Internal environment: the Brexit is affecting the economy of UK, changing the fashion and retailing industries. https://www.vogue.co.uk/article/how-brexit-will-affect-fashion

Economic: Brexit is likely to cause less fashion spending. For many retailers, the economic effects of the Brexit vote are as much psychological as they are real. A slowing economy, or the perception of it, is likely to lead to less consumer spending. Stagnant consumer spending has the potential to greatly impact the retail sector. Economic uncertainty is also likely to influence retailers’ decision-making processes. Retailers are likely to hold off expanding into new markets until post-Brexit. Overall, Brexit would lead to less fashion consuming. Reference: https://www.cmcmarkets.com/en-gb/news-and-analysis/what-does-brexit-meanfor-retail

Socio-culture: British value clothing and fashion industry. British sensibilities have played an influential role in world clothing since the 18th century. Particularly during the Victorian era, British fashions defined acceptable dress for men of business. In research conducted for the British Council by Ipsos Mori in 2014, 22% of young people in countries that are strategically important to the UK cited fashion as being something that made the UK attractive to them, and 15% cited design. Reference: https://en.m.wikipedia.org/wiki/Culture_of_the_United_Kingdom

Clothing has always been big business for the UK. The wool trade once accounted for 80% of exports from the British Isles. Now the UK’s Fashion industry is worth £26 billion & 800,000 jobs to the economy, making it the UK’s largest creative industry. Reference: https://www.britishcouncil.org/research-policy-insight/insight-articles/powerfashion

Technological: Advanced app development technology The UK has been referred to as a “powerhouse” of the global app development market. Revenues in the UK app developer market are forecast to be more than £31 billion by 2025, and according to a report by Vision Mobile, the economy will be worth more than £30 billion by 2030. Reference: https://www.businessofapps.com/guide/uk-app-developers/ Legal: have the personal information protection law The Data Protection Act 2018 controls how your personal information is used by organisations, businesses or the government. Reference: https://www.gov.uk/data-protection Environmental: British pretty rely on smartphone, especially young people, and they are used to checking smartphones before sleeping and after waking up. The report, A decade of Digital Dependency, says 40 per cent of adults look at their phone within five minutes of waking up, rising to 65 per cent of those aged under 35. And 37 per cent of adults check their phones just before switching off the lights for bed, increasing to 60 per cent of under 35s. The younger generation is the most addicted. Those aged 15 to 24 on average spend four hours a day on the phone compared with 2 hours 49 minutes for all adults. The young also check their

phones every 8.6 minutes, more frequently than any other age group.

Reference: https://www.telegraph.co.uk/news/2018/08/01/decade-smartphones-now-spend-entireday-every-week-online/

Microenvironment Customers: Own-Kind can satisfy customers’ needs greatly. It may be that most young people who focus more on fashion and dressing up live in the international metropolis. Those young people are always busy with work, living in the limited space, bearing the pressure of rent. They have to waste lots of time in imagining what they wear every morning, or in pulling out many clothes from closet, and putting them back. Maybe they have not recognized that many of those clothes would not be worn again. The digital wardrobe and resale capabilities can solve that problems.

Distributors: no real distributors, but everyone may become distributors. Word of mouth can bring exponential growth of users. Existing users could recommend the Own-Kind to their friends and families. Competitors: Own-Kind is the lowest friction, delivers the best quality and is the most comprehensive.

Suppliers: supply chains may be disrupted Due to Brexit, retailers may need to reassess their supply chains and contracts. The knock-on effects from trade agreements may lead to delays in the import and export of goods. Supply chains may therefore be disrupted, and contracts might need to be renegotiated.

Customer journey map-segment1 millennials Task

Awareness

Consideration

Let audiences know that they could have a better way to

Let audiences know that Own-Kind can satisfy their needs greatly

Acquisitio n Get the app quickly and

Using

Service

Loyalty

Get a good using experie

Solve the proble ms

Increase using frequency and let

manage their outfits

convenient nce and ly and for increas free e the using frequen cy

quickly

How to solve their proble ms Social media

Que stio ns

What specific way

How much does Own-Kind can satisfy their needs

How to acquire the app

How to use

Touc hpoi nts

Aware OwnKind

Curiosity Even excited

Try to find the app in the app stores Determine d to try

APP

Emo tion s

Search the information on the official website, or social medias Curiosity and want to find evidence to support their own thinking

Influ Word of mouth The introduction on the website and enc or es advertisements social medias. Some reviews

Wea Disappointed knes using ses experience from people around them

They cannot find answers on the website or social media because of limited information or internet problem. Bad reviews on the internet

Whether can find it in the app stores and the current data of their mobile devices Cannot find or find wrongly the OwnKind

users recommend the app to other people online and offline Does OwnKind really manage my dressing better? APP

Maybe satisfie d or confuse d The design and functio n of app

Confuse Satisfied or disappointe d or unsatis d fied Custom er service

The design and function of app

Not user friendly and functio ns are not coincid ence with what they

Custom er service cannot reply in time or cannot solve the proble ms immedi

Own-Kind fails to help users get used to using it every day or in a very high frequency

have known

ately

Reference: https://www.brightvessel.com/customer-journey-map2018/&https://boagworld.com/audio/customer-journey-mapping/      

Tasks. What is the user trying to achieve at this stage? Questions. What does the user want to know at this stage? Touchpoints. How does the user interact with the organisation at this point? Emotions. What is the user feeling at this stage in the process? Weaknesses. How does the organisation let the user down at this stage? Influences. Who or what is helping to shape the user’s decision-making process at this stage?

Recommendations: add one to segment 1 5. Develop loyalty  

Invite potential creators to create more and better contents by helping them advertise their fashion ideas and outfits in the social medias. Develop the excellent creators to become fashion influencers.

https://drive.google.com/drive/folders/1ufqe-_r4nT_ROyZgXKbPfQLWNNQDiAYo...