An app that allows anyone to track celebrity style, effortlessly.
Setting the scene
The problem
The majority of us are not fashion forward, but certainly would like to be. We’re clueless about what brands are "in" and exactly the trends we should be following. The one thing we do know is who and what we aspire to look like and this usually comes in the form of influencers. The mission of Wefli is to enable the 80% of us who are not fashion forward to stay ahead of fashion trends, effortlessly.
The hypotheses
Hypothesis 1: A good number of people have style influencers and people actually buy clothes worn by celebrities/influencers.
Hypothesis 2: Tracking celebrity style is hard, tedius and frustrating.
Validated learning
I carried out Customer Development on 40 self acknowledged ‘fashion slow’ digital native male and females between the ages of 18-30 years.
Findings:
1) Fashion is frustrating and there is always a worry that what they’re buying is not on trend.
2) Generally, fashion shopping is a pain, especially for men. People loosely follow brands, but they definitely want to be on trend. There is currently no service out there that makes good recommendations based on influencer trends.
3) I found that fashion is personal but it is made up of a unique blend of trends that come from influencers.
4) I found that discovering fashion is time-consuming, often requiring the user to trawl through pages and pages of products.
The prototypes
I had started off with a web platform that provided users with clothing recommendations via email.
What I found out after a couple of weeks was that even though we were successful in getting people to sign up (after targeting them with ads on Instagram and Facebook), the web and email were not the right platforms for the demographic we were targeting. The people in our target market (16-30 year olds) did not interact with email as much as we thought - the emails we were sending simply did not have good engagement rates. This group was primarily on mobile and were heavy users of chat apps such as WhatsApp and Instagram.