MA FASHION ENTREPRENEURSHIP

Join the Front Row:

An app exploring the potential of augmented reality as a marketing tool

Contextual Studies Representation of Fashion

Tanisha Rakesh Arora (ARO13403386)

7/3/2013

London College of Fashion

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Content

Abstract 1

Introduction 1

Literature Review 4

Methodology 6

Product Development 8

Conclusion 14

Bibliography 15

Appendices 1: Comparing traditional marketing with modern marketing 17

Appendices 2: Project Brief 17

Appendices 3: Concept Proposal 20

Appendices 4: Card design options 21

Appendices 5: Call sheet for the final photo shoot and budget 23

Appendices 6: App UI design 24 Appendices 7: Primary survey: Semi-supervised questionnaire 30

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Abstract

This report examines the possibilities of using augmented reality to create a successful

experiential marketing campaign. The report focuses on exploring the potential of

augmented reality as a long term marketing strategy rather than just a gimmick or novelty.

Today the market is consumer driven and it is necessary for brands to stand out by

providing a holistic buying experience and consumer satisfaction. A successful experiential

marketing strategy using Augmented Reality (AR) technology has the capacity to acquire

consumer loyalty and achieve positive word of mouth. Using secondary research as the

theoretical background for the practical project, an app is designed and developed as an

experiential marketing campaign using AR to test the market.

Keywords: Augmented Reality, Experiential Marketing, Interactive, App, Virtual Fashion

Show

Introduction

Imagine you are flipping through your favourite fashion magazine and you come across a

pair of designer shoes that catch your eye by a brand unknown to you. You wish to get

acquainted with the brand and acquire more details about the product. You take out your

smartphone from your pocket and point at the image of the shoes in the magazine.

Suddenly you see a virtual model walking in those shoes along with the details of the brand,

product information as well as an icon to buy them. AR makes the above example a

possibility and a reality. In fact, this phrase has been around since 1990’s when Tom Caudell

and David Mizell innovated this technology as a solution to wiring aircrafts at Boeing and

coined the word “Augmented Reality” (Berryman, 2012). AR technology improves customer

experience by layering digital information or graphics on real physical environments or

objects (Ibid). It seamlessly blurs the line between the real and the virtual worlds (Blecken &

Davis, 2009). However, it was considered science fiction in the past but since the last few

years, brands such as Daqri, Blipper, Holition and Layars have been changing this perception

of AR from being simply a gimmick to a serious marketing tool (Blecken & Davis, 2009;

Underwood, 2013). AR technology is now evidently cropping up in medicine, tourism,

entertainment, gaming and fashion industries (Berryman, 2012). With the rise in the

adoption of smartphones and their easy accessibility due to low prices, there will be an

increase in the number of experiential marketing campaigns using AR technology in the near

future (Madden, 2011). The study of consumer approaches to the technology and strategic

planning of using AR in marketing can harness its potential to become a successful

marketing strategy and optimize return on investment.

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Aim: To explore, develop and deliver an AR application in order to assess and demonstrate

its potential as a serious marketing tool.

Objectives:

To explore the potential of augmented reality as an experiential marketing tool and

its current developments in the market by reviewing existing literature, academic

journals and books.

To develop a functional and interactive experiential marketing application using

augmented reality and test its potential in the market.

Literature Review

Research was conducted using secondary resources from journal articles and reputed

magazines to form the rationale and theoretical background for the practical project

undertaken. This literature review will first focus on an overview of experiential marketing

and further narrows down to investigate the potential of augmented reality as an

experiential marketing tool.

Experiential Marketing

Marketers are increasingly challenged to adopt new, innovative and creative ways to

capture the attention of the consumers due to the growing reluctance and indifference

towards advertising. Pine and Gilmore (1998) define this era as experiential economy where

the leading brands will find themselves in the battleground of staging experiences (Schmitt,

1999). However, traditional marketing which forms valuable set of strategies for the

industrial era are not sufficiently equipped to cater to the experiential economy (Ibid).

Kotler (2003) segregates marketing into two groups: Traditional Marketing and Experiential

Marketing (See Appendices 1). There has been a paradigm shift in the marketing approach

and methods from traditional marketing which focus on features and benefits of a product

to developing consumer relationship and experience via experiential marketing (Maghnati

et al., 2012). Schmitt (1999) coined the phrase experiential marketing and describes the

process of consumers’ holistic experience with the brand that impacts their perception of

the brand leading to positive purchasing decisions. According to the study conducted by

Microsoft on digital trends, consumers are interested in exploring multi sensory experiences

and this desire provides tremendous opportunities for fashion, retail and entertainment

industries to create experiential campaigns for consumers (Microsoft, 2013). Thus,

experiential marketing not only addresses the rational but also the emotional drivers of the

consumer (Schmitt, 1999). Experiential marketing provides target consumers an

unforgettable experience that adds value to their lives and reminds them of the brand’s

marketing not for its product benefits but for the experience it provides (Smilansky, 2009). It

is therefore important that brands adopt a right mix of experiential marketing with

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traditional marketing tools so as to create a successful strategy to cater to consumers

evolving expectations.

Augmented Reality as Experiential Marketing

AR allows users to view the real world with an overlay of 3D digital media (Clifford- Marsh,

2009). According to Toby Horry, AR has the tremendous capacity to become a successful

promotional tool and holds maximum potential for brands with physical products (Woods,

2009). Thus marketers are increasingly adopting AR technology to promote their products to

potential buyers. According to Daniel Rosen, AR is an exciting technology with infinite

possibilities for brands to connect with mobile consumers and creative marketers have been

quick to adopt this technology in their strategies (Clifford- Marsh, 2009). Diverse industries

including gaming, entertainment, medicine, media are creatively using AR technology as a

marketing tool (Berryman, 2012). Magazines such as Esquire’s used AR in their November

2009 edition to create an interactive experience with the consumers while other brands are

developing AR technology that allow consumers to virtually try on clothes and shoes.

Museums are using AR to provide visitors with additional information, references and even

digital recreation of the historic ruins and game designers are creatively using AR to develop

board games that come to life. However, Birge (as cited in Blecken & Davis, 2009) warns

against premature excitement over unproven technology and cautions brands to reconsider

investing in expensive AR technology which he suggests is only a gimmick and has no long

term benefits and real functionality. This is further supported by Horry who argues that AR

should not be used on a whim to throw in another imitation version in the market as it holds

the danger of becoming gimmick (Woods, 2009).

However, a few AR development companies such as Bippar, Layar and Daqri have changed

this assumption by implementing the AR technology as a strong marketing tool

(Underwood, 2013). According to Uzzan (as cited in Woods, 2009, p.49), "For an AR app. to

work well, the main thing is that it has to be as interactive as possible.” Bippar designed the

Heinz Ketchup bottle packaging from which new recipes and videos emerge once the user

points their smartphone application at the bottle. Heinz recorded that the app was used

65,000 times and still counting (Underwood, 2013). National Geographic developed an AR

installation in a mall that allows people to play with a cheetah, swim with dolphins and

watch the dinosaurs walk around you (Austin, 2013). Daqri got artists to draw chalk murals

on the streets on USA which comes to life when the user views it through his smartphone.

The murals were recorded to be viewed by 56,000 people and promoted by another 90,000

individuals on social media through word of mouth (Underwood, 2013). The more consumer

interactive the AR campaign is, the higher the potential is for such campaigns to become a

success (Woods, 2009).This is further supported by Tony Effik (as cited in Benjamin, 2009,

p.41) who states that the success of AR lies in providing consumers with a memorable

experience that encourages them to share their experience with their friends through word

of mouth. Bill Buxton, Microsoft principal researcher says that, “The goal isn’t necessarily to

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create amazing devices, but to create amazing experiences that are a natural extension of

the user” (Microsoft, 2013). Although, AR technology is at its early development stages and

currently has many limitations, but then again more and more companies are realising these

limitations in order to developing creative solutions.

Many believe that the biggest challenge for AR technology becoming a streamlined

marketing tool is the limited number of consumers with smartphones and devices that are

compatible with the complex processor intensive AR applications (Woods, 2009; Blecken &

Davis, 2009; Schiller, 2009). According to Schiller (2009), everybody in today’s age owns a

smartphone but very few own high end smartphones such as iphone 4, iphone 5 or ipad

with hardware that is robust enough to support AR applications. In response, smartphone

manufacturers have started collaborating with experiential marketing campaigns by

embedding them in the smart phones as a part of their promotional activity (Maghnati et

al., 2012). Besides technological setbacks, Berryman (2012) points out that other

controversial issues such as privacy and ethical user issues plague AR technology. For

example AR device developed by Mistry and Maes at MIT when pointed at someone can

recognise the person and provide personal information such as social media information

and activities (Berryman, 2012). From a technological stand point, it is ideal for brands to be

aware of the latest updates in the mobile technology and measure its impact on the market

as the success of AR technology runs parallel with the successful adoption of smartphones

by consumers which are robust enough to support AR technology. Due to the limited

number of consumers owning high end smart phones which is a requirement for the success

of an AR marketing campaign, the current target consumers for brands is limited and

narrow.

To conclude this discussion, brands adopting AR technology must have a clear objective, in-

depth knowledge of their target consumers and understand the limitations of the

technology. Brands should make their campaigns not only entertaining, but also highly

interactive to create a successful AR experiential marketing strategy. This strategy if

executed correctly has the potential to become a new chapter and revolutionise how

consumers interact with brands.

Methodology

According to Saunders, exploratory study is adopted when the research subject is relatively

new and requires development of new ideas, concepts and insights and descriptive study is

adopted to describe the process, situations and events (Saunders, M Et Al. 2007). A

combined approach of descriptive and explorative study was adopted to successfully

achieve the aim and objectives of this research paper. The idea of the research is create an

exclusive experience for the consumers using AR not only as an entertainment tool but also

to provide functional benefits. Thus, deductive research method was considered to be the

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most appropriate for this research topic which tests the theories that are identified in the

literature review.

Figure 1: Research Diagram

In the literature review, I conducted research on the following two topics using secondary

research from articles in academic and professional journals, books and reputed magazines.

Experiential marketing in today’s economy

Augmented Reality as an experiential marketing tool

Several arguments have been reviewed from relevant academic journals and magazines

which discuss potential of AR to become a serious marketing tool. The review also focuses

on how brands are currently using this technology in their marketing strategy and factors

that lead to its success or failure. The review leads towards areas in the topic which require

further research to be undertaken. The most recently published articles and journals have

been used as the selected research topic requires up to date information. Books on the

contract provide less up to date information and have been used only to obtain

fundamental principles on the research topic. The literature review forms the basis and

theoretical background for the development of the practical project: ‘Join the Front Row’,

an AR application. Ideally, primary research and findings are required before arriving to the

product development phase. Due to limited time and lack of consumer experience of the

research topic, the product development phase was based purely on the secondary research

in the literature review. The product developed is an app using AR technology that allows

consumers to virtually view the MA14 Catwalk show on their palms. A brief semi-structured

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questionnaire was designed to acquire primary research to record consumer’s experience,

reaction and approach to the prototype developed. The survey was designed on

surveymonkey.com and the answers were collected from 30 technology savvy fashion

conscious consumers from the UK. The survey was conducted semi-supervised, the

consumers were first briefed on the app developed followed by viewing the demonstration

video of the app and they were then allowed to fill the survey unsupervised. Since the app

was not available to download, the feedback is not based on actual experience with the app

but based on what they saw in the demonstration video of the app. The questionnaire was

structured to acquire the following qualitative and quantitative information from the

consumers:

To record consumers’ feelings towards the developed app

Average consumers attention span while using the app

Level of functionality and usability of the application besides it being entertaining

Disadvantages and drawbacks of augmented reality technology and the prototype

application

Ideally, a focus group and semi-structured consumer survey should be conducted after the

app is available to download and the consumer experiences the app themselves to test the

product to its full potential. However, since the app is available to download from 11th

March, semi-supervised questionnaire was found to be the most appropriate method to

acquire a feedback from the consumers.

Research Question: Augmented Reality: Just a gimmick or serious marketing tool?

Project Development

Brief

A brief was given by London college of Fashion (LCF), Holition and myshoppingspy.com to

develop a concept for LCF MA graduate show collection to present their collection in a new,

exciting and engaging way using Holition’s AR technology. The concept also needed to

suggest how to promote the final project on social media.

Figure 2: Timeline

(See appendices 2 for the full brief)

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Concept Proposal

On 17th January, the concept of an experiential marketing campaign ‘Runway on your

Palms’, was presented by me and Chirag Grover to a panel of judges including Jonathan

Chippindale (CEO of Holition), Kristina Von Oertzen (Founder of myshoppingspy.com) and

Karinna Knobbs (Senior Lecturer at LCF). The concept of the campaign was to give the

audience a front row experience by virtually creating the MA14 graduate fashion show on

the palm of their hand using AR technology. The runway cards would be distributed at the

MA 14 Show and also at London Fashion Week and thereafter the card will be available to

print from myshoppingspy.com (see appendices 3 for concept proposal).

Target Audience

Buyers

Technology savvy fashion consumers

Press and media at London Fashion Week

On 21st January, our project was nominated as the best concept. The name of the project

was later changed from ‘Runway on your palms’ to ‘Join the front Row’.

Figure 3: Concept Proposal

Source: Graduate School students to launch virtual fashion space at London Fashion Week,

LCF News (LCFNews, 2014)

Project timeline on a Gantt chart

A project timeline is an effective way to manage a project with a limited time span. Gantt

chart was used to develop a visual timeline for the project.

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Figure 4: Gantt chart of the project

MA14 Runway Card Design

MA14 runway card was designed keeping in mind the 2 key requirements: the purpose of

the card and the budget. The purpose of the card is to create curiosity and encourage the

audience to download the application and point their phones at the marker on the card

which triggers the virtual fashion show. Due to budget constraints, the card had to be

designed in black and white (see appendices 4 for card design variations). The Fiduciary

marker point on the card was further developed from the initial design stages to as to match

the technology requirements. The following images are the final design of the runway card:

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Figure 5: Outside and inside panel

Acquiring Skilled Team and Logistics

To develop the project, there was a need for a skilled team of photographers, editors,

makeup artists and models. The project being on a limited budget required intensive

networking to acquire the right team with only a single incentive of receiving credits for the

project. To acquire models, a model call was organised on 3rd February at 4pm in LCF. The

selected models and the makeup artist were briefed on the project. Camera, lighting

equipment and the final 7 garments from the MA14 collection were sourced and arranged

on the same day from LCF. A studio called Limehouse Art Foundation was rented in East

London for the photo shoot. Addison Lee cab was booked for transportation of the

garments, equipment and the team from LCF to the studio. The final call sheet was sent out

to the team (See appendices 5 for the Call Sheet).

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Photoshoot

Figure 6: Photoshoot

The photo shoot was executed on 4th February starting from 8am to 4pm.

The Team

Concept & Art Direction: Chirag Grover & Tanisha Arora

Mentor: Kristina Von Oertzen, Jonathan Chippindale, Tommy Howard, Karinna Nobbs

D.O.P & Editor: David Mcgovern

Makeup & Hair Stylist: Leo Taylor

Backstage and Viral Video: Katy Davies

Models: Ebrima Sey, Mason Galloway, Wenwen Stokes Chou, Nargis

Post Production

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The film was sent for editing to remove the green screen from the backdrop using after-

effects software. The film was intentionally kept to 35 seconds to retain maximum impact

on the consumer in limited time.

App Development and User Interface Design

The final edited piece of the film was then sent to Holition, technology partners to be

developed into an app. Meanwhile, to make the app more interactive and functional, User

Interface (UI) design was being developed to provide users with additional options of

connecting with the designers; reading more about the project and access to the backstage

video (see appendices 6 for UI design). The app’s UI were specifically designed to the

measurements of ipads and iphone 5 and above. The first prototype of the application was

ready by 12th February.

Promotion

On 14th February, the final prototype of the application was demonstrated and the runway

cards were distributed at the MA14 catwalk show in Waldorf Hotel during London Fashion

Week. On the same morning, a video demonstrating the app was released. The project was

featured on myshoppingspy.com

Link to the video: http://www.youtube.com/watch?v=aTl-438_hEg

Link to the article featured: www.myshoppingspy.com/FROW

Project Showcase

LCF students Chirag Grover and Tanisha Arora in collaboration with Holition and My

Shopping Spy present ‘Join the Front Row’ that allows you to virtually experience MA14

Fashion show on the palm of your hands. Experience it as if it were happening right in front

of you.

Stop wondering how and experience it yourself!

Action Call

Print the Runway Card and download the ‘MA14' app on your Iphone 5/Ipad

(From www.myshoppingspy.com/FROW)

Point your Iphone 5/Ipad camera at the runway card

Press play to experience the LCF MA graduate show collection on your palms

Consumer Response on the app (see appendices 7)

This section documents a brief analysis of consumer’s feedback on the MA14 app. A primary

research using semi-structured questionnaire was conducted on technology savvy fashion

conscious consumers. 66.67% respondents own either an iphone or an ipad. 90% of

respondents found the app to be useful for the target consumers, which include buyers and

technology savvy consumers. 96.6% found the application enjoyable to use. Only 3% found

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the app to be confusing reflecting the clarity in communication of the concept in the

demonstration video. More than 50% acknowledged they would spend 3-10 minutes on the

app. 70% respondents found no drawbacks in the use of app. However, some consumers

from the latter 30% stated that they did not own an apple product which proved to be a

challenge and the others stated that there was no strong reason to reuse the app. 96.67%

consumers agreed that using AR technology to represent collections and products similar to

‘Join the Front Row’ concept is an effective marketing tool. 93.33% would share their

experience with their friends once they get a chance to download the app and experience it

themselves, highlighting its potential to encourage word of mouth advertising.

Conclusions

Technology advancements have had a huge impact and influence on consumer lifestyle and

it is only natural for brands to embrace the latest technological innovations in thier

marketing strategies to better connect with thier consumers. At the same time it is

extremely important for brands to critically evaluate and develop the best way to adopt the

technology in thier marketing campaigns so as to avoid it from becoming just a gimmick.

In case of AR technology, thorough market and consumer research, knowledge of

technology limitations and developing highly entertaining and interactive campaign is the

key to a sucessful AR campaign. However, according to Madden (2011c), the biggest

challenge is to get consumers to interact with your campaign and spread the word. To

achieve this, brands should market their campaigns efficiently to the right people, at the

right place and at the right time.

One of the challenges of this research was the lack of relevant literature and research study

on the selected topic. However, the nascent stages of augmented reality as an experiential

marketing tool allows immense scope for exploration. The major limitation for the practical

project was lack of time, technology setbacks and promotional strategy. The prototype of

the app was ready by 14th February which was the target deadline and it was successfully

demonstrated at the MA14 catwalk show and received a positive response. However, the

app was not available to download immediately. The time gap between the MA14 catwalk

show and the availability of app for download was a huge setback in the promotion of the

campaign.

In a consumer driven economy, it is not only important to develop an exceptional product or

a service but also to understand the consumer’s response and acceptance towards the

developed product. A survey was conducted to acquire consumer’s response to the

developed app. The project in its current form requires a wider market research based on

consumers’ actual experiences with the app instead of them judging its potential based on a

demonstration video. However, the survey provides useful insights in consumer perception

to the app and the possible challenges. Majority of consumers found the app innovative,

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interactive and useful for the target audience and strongly agree that using AR technology

to represent brand collections and products similar to the proposed app is an effective

marketing tool. This response answers our research question and acknowledges the

successful attainment of the aims and objectives of this project. However, one of the key

challenges that surfaced in the literature review and is further confirmed in the primary

research is the limited number of consumers with mobile phones that are robust enough to

support AR technology. According to Madden (2011b), AR technology will become an

everyday technology fostered by the advancement in mobile technology and adoption of

smartphones among consumers in the near future.

‘Join the Front Row’ project is only one step ahead in AR becoming a serious marketing tool

for brands. It aims to provide 3-dimensional virtual experience of the product on the palm of

consumer’s hand delivering a holistic brand experience. AR technology has the potential to

change how people view the real world and apps similar to the one developed, have the

potential to change the way consumers view a brand.

Biblography

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Appendices 1: Comparing traditional marketing with modern marketing

Traditional Marketing Experiential Marketing

Focus: Product functional features and benefits Consumption as a holistic experience

Scope: Product Category and Competition are Narrowly definition

Broader consumption situation and socio-cultural context

Consumer Mindset: Rational decision maker Rational and Emotional decision makers

Marketer’s Methodologies: Analytical, verbal and quantitative

Eclectic, verbal, visual and intuitive

Source: Kotler (2003).

Appendices 2: Project Brief

Project Brief provided by Jonathan Chippindale (CEO of Holition), Kristina Von Oertzen

(Founder of myshoppingspy.com) and Karinna Knobbs (Senior Lecturer at LCF)

Date: 8th January 2014

Interactive retail project on myshoppingspy.com This is a fast paced and ambitious project with a very short timeframe, and is open to ALL students from the Graduate School. I. Key facts & figures Name: Shopping Spy Virtual Fashion Space (SSVFS) Date: 14.2.2014 - TBC Experience: Interactive retail experience on myshoppingspy.com Objective: Acquire new customers to site, increase interactivity, dwell time and traffic to The site, and creatively encourage social sharing, introduce interactive retail Target audience: Men & women between 20-50 who like fashion, shopping & are social savvy II. General Idea London Fashion Week (LFW) is one of the highest profile fashion events in the world and one of the ‘big four’ international catwalk influencers. LFW puts London and British fashion firmly on the global stage with over 5,000 visitors: buyers, TV & radio crews, journalists and photographers. Following digitally leading brands like Burberry and Topshop we’d like to open the fashion floor to an even wider audience and invite fashion fans to a virtual fashion space. In partnership with Holition, specialist for 3D augmented retail solutions Shopping Spy, London’s insider shopping guide and the destination for anyone who loves fashion shopping will create a virtual fashion space with a catwalk and showroom floor where users can discover new digital retail experiences. SSVFS will be entirely online offering the fashion graduate students to present their master collections in a new and exciting way. It is also a social space where everything can be shared in the community via social networks.

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III. Task Please select a LCF MA Graduate Show Collection and develop a “Shopping Spy Fashion Space Campaign” for it. You should give technology center stage and use social media to promote it. Shopping Spy, Holition and LCF will select the best concepts to create a show and presentation schedule for SSVFS. TASK: Catwalk show or Presentation LFW offers brands a couple of options to present their collections to visitors: most popular and sure to get a lot of media coverage are catwalk shows, followed by static presentations where brands present their looks on life mannequins in everything from art gallery space to phantasy world and last but not least the designer exhibition. Please develop a concept for your LCF MA Graduate(s) to present their collection in a new, exciting,fun and engaging way. Please use Holition’s technology and suggest how to promote your project via social media. Summary:

Select a LCF MA Graduate Show Collection

Develop a creative concept using Holition’s technology

Base your concept on the overall topic ‘Fashion Space”

Present the collection in a new, exciting, fun and engaging way

Develop a social media promotion

Add social sharing option

OPTIONAL - Fashion Week Kick-off with a nod to Valentine’s Day LFW starts on February 14th, 2014, which is Valentine’s Day. We think this is a great opportunity to kick off with a romantic user experience that is based on connecting with someone you love. Please develop a concept that is using Holition’s technology and give it a romantic twist. Please make sure that you give your LCF MA Graduate Show Collection prime position and suggest how to promote your project via social media. Summary:

Select a LCF MA Graduate Show Collection

Develop a creative concept using Holition’s technology

Base your concept on the overall topic ‘Virtual Fashion Space”

Give it a romantic twist

Develop a social media promotion

Add social sharing option IV. Social Media Promotion As with the rest of this project we’re looking for innovative ideas on how to incorporate social sharing. Please develop a social media promotion for your project that engages the user and makes it highly sharable. V. Technology Please find further information on the technology that we are going to use for this project by following below links Window Shop Net-a-porter http://youtu.be/dTk_9pmqspE

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Hemyca London Fashion Week https://vimeo.com/74834983 and https://vimeo.com/76155628

VI. Timeline

January 8th Kick off event at LCF

January 13th Drop-in session to sense check draft concept

January 17th Final presentation of concepts and selection of winners (dropbox link will be provided)

February 14th Project kick-off

VII. Price The members of the winning team will get an exclusive feature on Myshoppingspy.com announcing them as the winning team with detailed description of the winning concept, introduction of the team members and links to their personal profiles, websites or blogs. They will also be offered an internship at either Shopping Spy or Holition where they will get an unique insight into online media, visit London Fashion Week or help develop the latest retail technology apps. VIII. Mentors You will have access to three mentors who will support you each in their area of expertise. There will be a drop-in session on January 13th where you’ll have the chance to ask questions and discuss your ideas. Kristina von Oertzen Area of Expertise: Social Media, online media, shopping, London Fashion Week @MyShoppingSpy http://www.myshoppingspy.com/ Jonathan Chippindale Area of Expertise: Technology @Holition http://www.holition.com/ Michaela Christine Wolf Area of Expertise: Marketing, Digital Experiences

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Appendices 3: Concept Proposal

Figure 7: Concept Proposal

Figure 8: Concept proposal

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Figure 9: Concept proposal

Appendices 4: Card Design options

Figure 10: Card design

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Figure 11: Card design concept

Figure 12: Card design options

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Appendices 5: Call sheet for the final photo shoot and budget

Figure 13: Call sheet

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Budget for the shoot

Studio Booking £100

Travel £80

Lunch £60

Total £240

Appendices 6: App UI design The first prototype of the application was developed and sent to Apple ITunes for a review. Apple has recently been filtering applications available to download on ITunes based on strict guidelines and suggest our application was too simple to be approved. Our technology partners then suggested us to develop a user interface design that allowed consumers to read more about the project and designers and connect with them to improve the functionality of the project. This resulted in a major delay of the final project.

The graphics for the App User Interface (UI) was developed on Illustrator software. The app UI was developed for ipads, iphone 4 and iphone 5 versions. The consumers would now have an option to browse through the following five additional options in the app. making it more functional and interactive than before.

The Story: a brief on the project and the idea behind it The Designers: Brief of each of the 7 designers and their portfolios The Storytellers: A short brief on the team members The Backstage: A video of the backstage and the development process The Virtual Space: Link to the complete collection of MA14 on myshoppingspy.com

Figure 14: UI design

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Figure 15: UI design, The story

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Figure 16: UI design, The designers

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Figure 17: UI design, The storytellers

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Figure 18: UI design, The backstage

Figure 19: UI design, The Virtual space

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Appendices 7: Primary Survey: Semi-supervised questionnaire Surveys of 10 questions were collected from 30 technology savvy consumers. The consumer had to be briefed initially on the project before allowing them to fill the survey unsupervised.

To be able to answer this survey, You first need to be introduced to the concept of our project and watch the video Concept London College of Fashion students Chirag Grover and Tanisha Arora in collaboration with Holition and My Shopping Spy present an experiential marketing campaign ‘Join the Front Row’ that allows you to virtually experience MA14 Fashion show on the palm of your hands using Augmented Reality. Experience it as if it were happening right in front of you. The application will be available to download from 11th march. Functionality The application allows you to not only view the virtual models up close on your hands (It has a pinch zoom in and out option) but also allows you to connect with the designers, read more about the project and view a video on making of the project .

Target consumers Technology savvy consumers and prospective buyers of MA14 collection

Watch the video of the demo on http://www.youtube.com/watch?v=aTl-438_hEg

Q1. What is your first impression about this application?

Interesting 5

Useful 2

Innovative 4

Futuristic 2

I just thought this could be used very fruitfully by chinese bulk manufacturers

Interesting usage of augmented reality in the fashion space. But not too sure about the impact it would have on a consumer using a small screen, but definitely iPad material.

It is interesting but one thing is there that the fashion shows can be still watched online , the one new feature that i find is the zoom in zoom out option.

A new challenging and interesting concept. A step ahead in augmented reality.

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Q2. Do you own any of the below Iphone 4s, Iphone 5, Iphone 5s or an Ipad?

03. Do you find this application useful for the target consumers? (Target Consumers are technology savvy consumers and buyers)

04. Do you find the use of this AR application enjoyable?

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Q5. From the following which are the feelings that best describe your reaction to this application?

Q6. How much time would you spend on this application?

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07. Do you see drawbacks in using this application?

08. Do you believe the use of augmented reality to showcase collections and products similar to the concept is an effective marketing tool?

Q9. Would you share this experience with the application with your friends? (Once you get a chance to download and experience it yourself)