Assignment 3

 

Business by sharing DESHIRE

Group members Jessica, Minerva, Saranya and Sophie

 

Task: brainstorm a business by sharing (as a team); report on your course blog.

 

 

1) Conceptualize

To create a website, which lets women rent fashionable & trendy second hand items (clothes, shoes, accessories) to fulfill their desire for exclusive products and to engage them into the sharing culture. 

Potential logotypes:

 

 

 

 

 

Explanation of the name DES(H)IRE: Website where (mostly) women have the possibility to rent second hand high couture designer clothes and accessories (for a period of 5 to 10 days), which help them to look as they desire in a special occasion without buying the clothes.

 

 

Potential slogan:

“Des(h)ire saves money and the nature, and provides you with the perfect outfit for the perfect occasion”

“Rent a style, based on sharing”

 

 

Target group: women, aged 18 - 45 years

 

 

Products used:

• females clothes
• shoes
• accessories: costume jewelry, scarves, hats, handbags, belts, Watches, Jackets & Gloves etc.

Image/ Ontology – (what do we rent out)

Clothes brands, fashion, style, last collection, nice fitting, unique pieces, affordable exclusivity, easy delivered, Cinderella’s story, consumer consciousness, sharing, discretion, trust, ecology minded, recycling.

 

 

Website should include:

• Images, animations, videos
• Chat with specialists
• Mail
• Call-toll-free number (via internet) Available in case the user feels hesitant about the chosen desire, size, etc.

 

 

2) Determine the business logic:

According to the actual tendencies about “sharing” we thought it would be a way to share high fashion reusing it and giving the chance to common people to get the desired look they have dreamt about for a special occasion, all this supported by collaborations and donations.

 

A percent of the profit would be destined to textile, developing countries in which working conditions are not honorable for the workers or damaging the environment.

 

 

Possible donators:

• Exclusive or recognized clothing and accessories labels
• The wardrobe of stars, models, politicians or public figures (who would be invited to participate for a good cause (ecology, recycling and experiment)
• Fashion designer´s (promoting their last collection)
• New talents
• Theater´s show wardrobe
• Television´s show wardrobe
• Forgotten objects at hotels, cruisers or nightclubs
• Undesirable presents (not your taste but others)

 

 

3) Describe

Build up and site navigation:

On the start page there will be access to a showroom – a dynamically moving page where the user can get access to the clothes while clicking from room to room. Here the products are sorted by the occasion where to use them. The style and design of each virtual room fits to the occasion where it is supposed to be used.

The start page should also include a good designed and easy to be accessed introduction and information part.

 

 

Looks and ideas for the start page and the website structure:

 

 

 

There should be the possibility to choose by categories as well.

 

 

The user looks for a dress/ shoes/ accessories with help of the filters on the website based on the following categories:

• Designer/ Label: In alphabetical order
• Sort of product: In categorical order (trousers, shirt, dress, etc.)
• Color: In chromatic order
• Sizes: Fields to write (breast, waist, hip, height, shoe size) Every photo will display the sizes.
• Sort of occasion: In alphabetical order

Example with color coordination & sizes:

 

 

 

Example with sort of product and color scheme:

 

 

 

 

 

 

 

 

 

 

 

 

 

Suggestion for the booking system and our “develop of Des(h)ire”:




See, love, plan, enjoy and share!



Order of proceeding:

Before

The user reserves the product on the calendar and chooses the delivering date (not Saturdays or Sundays). The possibility to reserve product considered is three months before the delivery.

The user may choose a back up dress just in case the first option doesn’t fit as desired.

To realize this step the user must be registered in the website. Registration is for free.

The user chooses the desired option to pay: directly using internet bank or with an invoice at the end of the month

The user selects sms package tracking options etc.

After

The user places the dress, shoes and accessories in the ecological packaging provided

Write a small text about the experience in the area marked on the packaging (event, compliments, etc). The information will be shown at the website´s blog if the user accepts.

Send the packaging back to us free.

When sended back: dry clean, repare and prepare the items for their next adventure!

 

 

The user would be able to write a note on the packaging to share

her experience about rentig a Deshire.

 

Ranking system

There could be a ranking system, so users can earn to get promoted and to rent more exclusive items. The items are sorted in three different categories, which then do have different pricing as well:

 

 

 

 à low cost       -      à medium/middle prized        -      à high class/ exclusive price

either you choose your category directly or you can get promoted to an upper class

 

 

 

 

Warning: If you do something wrong or do return an item late, you can be downgraded again.

 

 

 

Moral

Green ideas

• To make an affordable exclusivity possible
• Consumer consciousness about next issues:
• Good for the environment, recycling, developing counties
• Sharing!
• Avoid/Reduce the wastage of money those who buy these products in urgency need & for the people who really don´t use these purchased products for many times.

Ethics

• Make ourselves fashionable & fulfill our desires/wishes with a limited budget
• Besides the item´s beauty, we want to create an experience resulted by using an item which has “participated” in multiple adventures. These adventures, anecdotes and origin would be related on the website´s blog: (If the item you rented could talk…)
• We believe pirate’s copies damage the creators, the creativity in general; the production´s line ethics. It´s stealing other´s work. We believe user is worth more than using cheap copies and than just saving little money.
• Showing moral supporting by supporting an against-children-work organization or project.To give back something to the real producers by supporting the “International programme on the Elimination of Child Labor” (IPEC) and many other programmes that support the Child Labor Abuse that works against the child labor.

 

 

 

What we need and how we do business
 

Office

A place to store the products and clean, sew, and package them as well is needed as well for the logistics.

 

 

Marketing

The website works as the main marketing place and factor.

• Women´s nature: Don´t release the secret so easy, neither to the enemy (other woman)
• Keep it secretly and discreetly. Spreading the secret of having an exclusive dress at an exclusive party would be possible when the concept is already accepted and adopted by people with lots of sub cultural capital (Ethics and Dilemmas of online Ethnography, Lingel Jessica, page 5)
• User placed on different levels depending how frequent use our service, more they hire better prices they get.

Selling

• The most of the business would be considered on renting the clothes and accessories, gift cards and memberships are also considered in this first stage.
• Auctions and selling are considered in a later stage, depending on the demand.

 

 

Fields considered on the billing process.

Billing

Costs: 10%-20% percent of the original product price

Due our idea works almost as a web shop, the common tools to pay would be available: PayPal, credit card, invoice, etc.

Insurance for 50kr covers small damages. In case of stolen, broken, burnt merchandise the card will be charged x 5 the price the rental was calculated.

Delayed returning: Positive stimulation: Remark our sharing concept to not destroy other´s chance to look great. Extra fee: 20% of the rent price.

 

 

 

 

Return/ Exchange

• If the rented products are unfit for the particular customer because of incorrect size, we guarantee the delivery of the second option dress chosen previously by the user, free of charge.
• To minimize retunrings we considered every object MUST show the sizes in cm, in that way the client will exaclty know if it fit her.
• The user must send the first dress back the same day he got it to avoid getting a double payment.

Delivery

• Post office service, DHL, UPS, Fed Ex. Free delivery to the user (included on the rent)
• Tracking information so the user sees where the package is.
• Before 17:00 from Monday to Friday all over the country.
• A special plastic bag/packaging to send the product back to us.

 

 

Fields considered during the register

Register/Login System

We will have some account creating source/system in our website so that people can be more beneficial and be more convenient by using these accounts and can easily access into the website and can know more details and latest updates about the website.

 

 

 

How do we make money?

• All products provide from collaboration and donation à (try to keep it as cheap as possible while getting the items)
• By renting out the products → renting fee
• Insurance fee (cooperate with an insurance company)
• Events and marketing → entrance fee at events etc.

Maximize automatization

Every step of the process considered already exists separately.

Risks
Due the second hand market already exist, as well as all other steps in the proposed business we considered the risks would be minimal.

 

 

Brainstorming documentation: