Assignment 1
Home Page
Home Page
We included a home page for our website as a home page is essential to any good well working website. The home page serves as the first thing the customer sees when they open our website so it is essential to drawing in attention. Our home page also serves as a hub to the other aspects of the website with many links to other Landing pages.
On top of the home page we included latest arrivals of Women’s, Men’s, Female Teen’s, Male Teens and young girls and boys.
Having these here allows customers quick access to the product pages if they wish to go there straight away. The slide of images on the home page contain promotional images to draw the customers attention in and a shop now button allows quick access to the product pages.
The popular categories section again contains promotional images and buttons for the customer to easily access these categories with each button linked to a landing page.
Similarly the Story behind gather again tile allows customer who are interested in this range to access further information.
We have also included information at the bottom of the page and Kmail and store locator in order to mimic Kmart’s current website so as to not differentiate too much away from the brand.
Product Page
We have utilised these landing pages as a space to display all the garments and accessories available in our new occasion wear range ‘Gather Again’.
We believe that Kmart’s current website is easy to navigate, predominantly due to their products being organised by category and subcategory.
We have taken this into consideration, creating individual product pages for all ages and genders which feature garments and accessories displayed in a grid product gallery with large product images.
In doing this, we wanted to ensure consumers can easily navigate our online store, as well as easily identify and view individual products available.
Event Page
We decided to include a page with the details of our Gather Again event, because we believe that other than the YouTube video, there was no other footage or information about Kmarts “Into the Wild” event. Showing the mood board of the event gave a clear insight to what the atmosphere at the event would have been and how it would have looked. We thought it was important to make the event and information accessible to all customers. We provided the invitation to be downloadable, for people to customise to their own function/events. We showed that the performer at the event would have been Thelma Plum, we displayed this as an image of the artist with a brief background. We also added a map of the event, making it easy to then visualise how the event took place and the setting it was in.
To make the event further translate to online customers, we provided links to additional pages such as, 10 tips for a successful event. This page allows the customer to celebrate their own form of gathering, with recipes and other ideas for hosting the perfect event. We showed a scrolling video of a playlist that can be downloaded from Spotify for customers to play at their own events.
Include in the event page is information of the collaboration we have proposed with Jo Victoria. We outlined that her bowls and plates would be used at the events and then also sold online and at selected stores. By collaborating with this artist, we are adding an elevated homewares range for Kmart to sell alongside our Occasion wear range. We added buttons that would then be linked to the products for sale.
Finally we provided styling tips, showing how the Gather Again pieces can be worn in different outfits across all ages and both genders.
Gather Again Page
Once again, we found that Kmart didn’t promote their new range, ‘Into the Wild’, in detail enough on their website or in-store, therefore we decided to add more information such as the who, what, when, where, why.
We wanted to ensure that our range wasn’t just displayed in-store but conveyed online through more in-depth information.
We added the range mood board to demonstrate to customers our research and inspiration to help tell a story behind our range.
We added a look book example that will be made up of images from the event runway along with original product photos. The look book will also contain information such as product care and styling.
We also provided examples of YouTube thumbnails with a link to Kmart's YouTube channel. These videos will be created pre and post events using our selected influencers .
We used the same colour and font throughout all promotional images and examples to ensure cohesiveness. It also shows the DNA of our range.
Influencer Page
App
We have included this landing page as space to promote the introduction of our new application K-Shop.
To display the application on this landing page, we have added a scrolling image feature which allows the viewer to see the features of the app in action. Features shown include, how consumers can browse items, add them to their wish list or bag, as well as virtually build their own outfit allowing you to see the items together, which can then be saved or added to your bag.
It also shows that the user can create a profile within the app, allowing them to save their details, such as their size’s, age, what they shop for and what store they typically shop at. It also shows how all wish-list items and saved outfits can be easily viewed in the profile.
This landing page also displays where our application can be downloaded and potential prizes which can be won when downloading K-Shop.
We found this landing page is necessary, as we wanted to ensure consumers are aware of the introduction of our new application.
We have decided to include a page detailing the influencers we are using to promote our event "Gather Again” in a bid to give our customers more of an insight into the lives of our influencers. We believe it is important that our consumers understand the reasoning behind the decision-making process of choosing these people and that they grasp the similarities between the influencers and themselves.
We have noticed that there is a clear lack of diversification in people amongst Kmart’s current content and a disconnect with the people they currently pay to promote their product. Through the incorporation of the 4 different influencers we are hoping to push forward a more diverse and reflective demonstration of who Kmart’s customers actually are.
We have included these influencers as we feel they embody the direction which we want both our event and the company to head into. By including influencers in our event, not only are we able to promote further than the social platforms of Kmart but we are able to show our customers how the product can be worn on people who aren’t models. Being able to show the product without the frills of production (lights, makeup, location) will help to communicate to our customers that the product really can be worn anywhere and by anyone.
We decided to display the influencers with the peach coloured background and specific fonts to ensure general cohesiveness with the entire range and to ensure the customer knew which influencers were connected to which promotions.
Team Page
We have utilised this landing page as a space to allow individuals to learn about the team behind the creation of the ‘Gather Again’ range.
We believe this is important, as it allows us to create a personal connection with our audience and not appear transactional.
Information included within this landing page include, a brief summary about our team, as well as individual profiles displaying a picture of ourselves and contact details.
We found the inclusion of our contact details necessary, ensuring they were present for viewers who in theory may be searching for potential employees.
Assignment 2
Product Pages
When creating the product pages, we found it would be easier to display the items in the form of CADs, instead of real life products. This is because our range is quite different to what already is in the current market. However, we did use images of real life products for some of the more basic garments.
When researching other brands product photos, they used a coloured background which made the garments stand out more, therefore we chose a faded light pink that complimented all the colours of the range. This ensured that the products, especially the white garments, didn't fade into the page.
For the products that we did use real life products for, we chose to have them all as flat lay images, this way they are seamless across all ages and genders and look like they're from the same brand.
For the sectioning of categories, we split them up by clothing and accessories, then into gender and age. We did however want to create a more in-depth drop down with more division of products, however wix doesn't allow for this.
Social Media Posts (+ later)
Post 7. This post notifies followers of the Gather Again competition in which customers can win a trip to see their loved ones upon spending $50 or more in store or online. This helps to spread the theme of coming together as well as promoting the new app.
Post 8. This post introduces the audience to the influencers that are involved in the promotion of the new Gather Again range. These various Instagram influencers were chosen for their involvement in fashion and family and are all present at the Gather Again campaign event. The images chosen are again in keeping with the colour palette of our range and Instagram pages.
Post 9. This post encourages interaction with the Instagram page from followers by asking them to describe how they plan on reuniting with their loved ones. This helps to draw traffic to the Gather Again page and further promotes the thoughts and feeling behind the range. The image itself is in keeping with the colour themes throughout the surrounding posts.
Post 10. Post 10 shows Curvy Sam in a dress that is similar to the style and colouring of our Gather Again dress, in a bid to show the audience how they may style the garment. It also encourages followers to shop with Kmart, directing them to the link in bio. Again, the imagery is complimentary to the Instagram pages theme.
11. Post 11 serves as an instructional post regarding one of the fabrics used throughout the range, organic cotton voile. It educates followers of the benefits of the fabric and using organic cotton. The imagery depicts rolls of soft cotton fabric in a cool, cream, unbleached form that helps to break up some of the busier images amongst the account.
12. This post shows a father and son donned in formal attire similar to the garments and accessories found in the men’s and young boys ranges. The post reveals how inspiration flows from men’s ranges through to the younger ranges and can allow families to dress succinctly. The image also encapsulates formal occasions and the bringing together of family, which is relevant to the theme of Gather Again. Cool tones also compliment the Instagram page.
YOUTUBE VIDEOS 1-4
We decided to use the Gather Again vibe clip as apart of our promotional videos on the YouTube Page as we believe it captured the essence of the rage incredibly well. The vibe clip shows off the general mood of the range and different occasions which the product can be worn. It also entices the customer to look for more therefore leading them to the Kmart website to buy the product. By promoting the range on YouTube we feel as though we will be able to reach a larger audience of potential consumers who may of not stumbled across the range previously. Youtube is a top platform of social media and can access a lot of people, especially through advertisement.
We have decided to use one of our influencers Jess Allen as the catalyst for a Get Ready video. We have used Jess as it is apart of her previously decided contract to create a video that the Kmart company can use for promotional tactics. By doing a get ready with me type video, the customers are able to see the new product and experience the range first hand as well as get to know the influencer on a more personal level. The product will be subtly promoted by Jess’s family wearing the product as well as Kmart products sprawled around the house. The video will also reach a large span of different followers meaning more potential consumers for the company. Get Ready with me videos are regular content for Jess, her followers are used to the content therefore the videos will not seem like a radical or heavily endorsed action.
We have decided to use another one of our influencers, Flying the Nest, for a YouTube video to help promote the content to a larger audience. We have decided to use the couple at Flying the Nest at is was apart of their contract to film a video that could be used to promote the new range. The influencers will be dressed in the Gather Again products therefore promoting it whilst filming. The content of the video will have the influencers at different locations. This is due to the fact that by wearing the product in different locations, the customers will be able to see how the product can be styled no matter the place or occasion, creating a more approachable and wearable outlook towards the product.
The final video is a Masterclass on Styling Tips. We have decided to create this video to help the Kmart customer style and create fun new outfits with the products from the Gather Again range. We have decided to go for a Masterclass to make the products feel easy to style for the whole family. Creating nice outfits can seem daunting to the customer so having a video to fall back on not only promotes the product, but creates a feeling of ease for the customer.
FACEBOOK POSTS 1- 3
A gif was made to show the garments being dressed up and accessorised. Showing how the the pieces can be elevated to appropriate occasion wear attire. The garments used are the women's gather gown which can be considered a wedding dress and the mens suit which is appropriate for a groom .
This image is a simple post, showing a family coming together to celebrate a birthday. This range is about celebrating and gathering again post covid. The caption reads, ‘make up for lost time’ to help capture this theme.
This post shows outfitting of the kid’s garments, showing outfit ideas. The caption ties into the season and celebration by incorporating Christmas. It also makes the pieces seem more elevated. In each photo description is the link to all products on the website
INSTAGRAM POSTS 1-?
1. The table settings page is to help tie the website and the app together. By giving the user insight to some of the products that available from Kmart, and that more tips are available on the website. This increases the omnichannel experience. The table settings are relevant to the theme of Gathering Again and celebrating by coming together. The video was made through Canva.
2. This post introduces the K-Shop app. The first post shows the app tile on an iPhone outline. The video when you swipe across, gives insight to the features of the app. Made by screen recording scrolling through an image then placing it on top of the phone image on Canva. It displays how you can browse the garments, how you can make a profile through the app and curate your own wish-list, saved outfits and easily view your shopping bag. Finally a gif was used to show how the build your own outfit feature works. By clicking the item you can see it appear on your visually constructed outfit.
3. Once again, this post links the app and the website. Taking the cocktail recipes from the event tips page available on the website. The image of the cocktail was used as it is the perfect colour for the Instagram’s colour pallet. The next two slides are the recipes.
4. Post 4,5 and 6 all display together to form a mood board like image. Making the images line up to form one big image, by ensuring the background pattern matched up as well as the overlapping images. Post 4 features a woman in the key wrap dress garment of our range.
5. Post 5 features an image of two women embracing in huge, celebrating gathering again with our loved ones. It also features the circle colour pallet that features on the main mood board, found on the website. Image of a setting area shows an event set up as well as ties into the colours of the range.
6. Post 6 shows a group of men on a wedding day. The suits worn closely resemble the suits of our range. The image seemed fitting as they are all embracing and celebrating together, which is a main theme of our range. The image of the vases helps form the mood and colour pallet.
EDM'S
Introducing Gather Again:
Our reasoning for including an introduction to Gather Again email, was to introduce the concept of the range to the customer and get them familiar with it. By beginning with the vibe clip we draw the customers attention in something a bit more exciting for an email. Including the look book and the K shop app within this email enables the customer to feel excited for the upcoming app and range respectively. By building up hype for the range the customers interest is built. The email was kept short and simple as the main point of it was just to draw the customers interest in.
Gather Again Event:
We have utilized this edm as a space to advertise our upcoming Gather Again event. Included is information such as the events location, advertising that it will take place in Byron Bay, the entertainment at the event which will feature Thelma Plum, displaying an image of the artist with a brief background, and a map of the event allowing viewers to see how the event will take place and its setting. Additionally, we provided other information such as 10 tips for a successful event providing viewers with recipes and ideas for hosting their own event. In doing this, we have ensure all consumers are aware of our upcoming event alongside the introduction of our occasion wear range ‘Gather Again’.
Shop Gather Again:
We have included a shop Gather Again email to give the customer a look into what garments are available within the range. By including price points on the email we give the customer an idea of whether this range is affordable for them. By going through Men’s and Women’s down through teens and young boys and girls the customer is able to see what is available for not only themselves but the whole family. We also decided to include different garments for different age groups so as to give the customer a wide view of the garments available. Accessories and footwear were also included as we considered these important to show with the rest of the garments within the range.
Stay in the know with kmail!
Sign up to Kmail to discover our latest product and be inspired by the hottest trends all at our irresistibly low prices
Kmart Store Locator