HI

RE-BRIEF

RE-BRIEF

A digital universe

GOAL

GOALBased on the insights from research, create a digital solution that enables the Swedish Fashion Council to distribute trends

and inspiration to their clients.

GOAL

USER RESEARCH

USER RESEARCHWho did we interview?

What kind of research?

Purpose of the interviews?

WHO?Fashion Designers

Trend Analysts

Buyers

Marketers

Fashion Students

WHAT?

Interviews & Surveys

CO-CREATION

CO-CREATION

CO-CREATIONSales are falling

Want a profitable digital solution to sell trends guides

CO-CREATION

INSIGHTS

INSIGHTSFASHION DESIGNERS

TREND ANALYST

BUYERS

SFC

FASHION DESIGNERS

FASHION DESIGNERS

They don’t buy trendguides, look at trends

occasionally. (Possible buyer of fashion forecasts)

Have a need/wish for SFC to do more for them

Need help with marketing and promoting

themselves

Network plays a large part in the designer’s

success

FASHION DESIGNERS

TREND ANALYST

BUYERS

SFC

TREND ANALYST

TREND ANALYST

There are seasonal trends and continuos trends

Doesn’t rely on one trend guide, seeks patterns to validate trends

Time is their largest challenge

FASHION DESIGNERS

TREND ANALYST

BUYERS

SFC

BUYERS

BUYERS

Searches for trends

Uses magazines to find inspiration

Needs to buy collections that will sell

FASHION DESIGNERS

TREND ANALYST

BUYERS

SFC

SFC

SFC

SFC is not perceived as trendy

There is a gap between how customers perceive SFC and what they believe they are.

Social media is a threat to the SFC (Pinterest, tumblr, instagram)

FASHION DESIGNERS

TREND ANALYST

BUYERS

SFC

OPPORTUNITY

OPPORTUNITY

Want a profitable digital solution to sell trends guides

OPPORTUNITY

A digital solution to communicate trends in a profitable way.

OPPORTUNITY

TREND GUIDES

FASHION NETWORK

INDUSTRY KNOWLEDGE

IDEATION

Social platform that communicate trends from SFC, generates trends based on user ratings and promotes

fashion designers and helps then to develop their professional network.

TESTING

TESTING

PROTOTYPE

FASHION DESIGNER

They don’t buy trendguides, look at trends

occasionally. (Possible buyer of fashion forecasts)

Have a need/wish for SFC to do more for them

Need help with marketing and promoting

themselves

Network plays a large part in the designer’s

success

FASHION DESIGNER

FASHION DESIGNER

They don’t buy trendguides, look at trends

occasionally. (Possible buyer of fashion forecasts)

Have a need/wish for SFC to do more for them

Need help with marketing and promoting

themselves

Network plays a large part in the designer’s

success

FASHION DESIGNER

They don’t buy trendguides, look at trends

occasionally. (Possible buyer of fashion forecasts)

Have a need/wish for SFC to do more for them

Need help with marketing and promoting

themselves

Network plays a large part in the designer’s

success

FASHION DESIGNER

They don’t buy trendguides, look at trends

occasionally. (Possible buyer of fashion forecasts)

Have a need/wish for SFC to do more for them

Need help with marketing and promoting

themselves

Network plays a large part in the designer’s

success

They don’t buy trendguides, look at trends

occasionally. (Possible buyer of fashion forecasts)

Have a need/wish for SFC to do more for them

Need help with marketing and promoting

themselves

Network plays a large part in the designer’s

success

FASHION DESIGNER

TREND ANALYST

TREND ANALIST

There are seasonal trends and continuos trends

Doesn’t rely on one trend guide, seeks patterns to validate trends

Time is their largest challenge

TREND ANALIST

There are seasonal trends and continuos trends

Doesn’t rely on one trend guide, seeks patterns to validate trends

Time is their largest challenge

TREND ANALIST

There are seasonal trends and continuos trends

Doesn’t rely on one trend guide, seeks patterns to validate trends

Time is their largest challenge

TREND ANALIST

There are seasonal trends and continuos trends

Doesn’t rely on one trend guide, seeks patterns to validate trends

Time is their largest challenge

TREND ANALIST

There are seasonal trends and continuos trends

Doesn’t rely on one trend guide, seeks patterns to validate trends

Time is their largest challenge

BUYER

BUYERS

Searches for trends

Uses magazines to find inspiration

Needs to buy collections that will sell

BUYERS

Searches for trends

Uses magazines to find inspiration

Needs to buy collections that will sell

BUYERS

Searches for trends

Uses magazines to find inspiration

Needs to buy collections that will sell

BUYERS

Searches for trends

Uses magazines to find inspiration

Needs to buy collections that will sell

SFC

SFC

SFC is not perceived as trendy

There is a gap between how customers perceive SFC and what they believe they are.

Social media is a threat to the SFC (Pinterest, tumblr, instagram)

SFC

SFC is not perceived as trendy

There is a gap between how customers perceive SFC and what they believe they are.

Social media is a threat to the SFC (Pinterest, tumblr, instagram)

SFC

SFC is not perceived as trendy

There is a gap between how customers perceive SFC and what they believe they are.

Social media is a threat to the SFC (Pinterest, tumblr, instagram)

SFC

SFC is not perceived as trendy

There is a gap between how customers perceive SFC and what they believe they are.

Social media is a threat to the SFC (Pinterest, tumblr, instagram)

SFC is not perceived as trendy

There is a gap between how customers perceive SFC and what they believe they are.

Social media is a threat to the SFC (Pinterest, tumblr, instagram)

SFC

LAUNCH

FUTURE OF SFN

CONCLUSION

THANK YOU!