Alice Johnson

Alice Johnson

COURSE: FASHION BUSINESS & PROMOTION

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Fascinated by the future of a data-driven world.

Final Major Project involving transforming Depop's online customer experience with artificial intelligent technology.

The project began with initial research which exposed how Artificial intelligence (A.I) was using data to perfect inefficient systems and improve all aspects of human life. Simultaneous research into evolving consumer habits led the research journey to Depop, a re-selling platform for Gen Z shoppers.

Once engrossed with the potential of A.I as a tool, a rigorous concept development began. It focused on using machine learning technology to transform Depop into a pioneer of online customer experience (UX).

The ideas were fine-tuned to form one innovative, ultra-modern concept. It involved the introduction of five A.I powered features on Depop’s app, which eases, shortens and streamlines the shopping experience. It’s USP being: Best in the class UX: A virtual best friend personal shopper.
Using advanced AI to optimise the user journey. Intelligently intuitive, quick, easy and fun. Video one showcases each feature.

Video two exhibits the marketing material created for the launch campaign ‘Depop is your’, which communicates what Depop will become with its new A.I developments. Short, punchy, capsulising visuals were created to suit Depop’s existing distinctive identity, and their gen Z consumers. They are formatted for a variety of digital platforms which will effectively target this consumer group, with Youtube and Tik tok being key features. Music for this video was provided by Chris Colligan.

Additionally, a business plan was constructed which included targeting consumers’ profiles, and an examination of the ethical market sector. Competitors were also investigated, and a SWOT analysis was performed. The full operational process and financial considerations were planned and outlined, with justification to support. The full business plan is displayed in video three.

A 12-month marketing strategy was split into three phases to allow the process of iterative design to be used. This involves reviewing each campaign in phase one and two by analysing the data captured through several methods including click-throughs and engagement rates. For phase three, the highest performing strategies will be selected and refined; this process is called data-driven design.

The work in this area was incredibly stimulating as it combined creativity and technology. Being an individual who is driven by numbers and targets, working with analytical data is exciting. Thus, a career in digital marketing is desired. The always evolving areas of new technologies, strategies, and markets within this industry create an appealing fast-paced and ever-changing environment.

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03
May