She Defines Herself: A woman should have an established environment, where she is able to maintain complete authority and control over her health and wellbeing.
Hawt Provides the female consumer with unique experiences, aiding her in creating an overall sense of total mind and body satisfaction.
After researching into key drivers from my dissertation, which reflected how females have been portrayed in the Fashion Marketing industry over the years. A new mobile application was developed for the Millennial female consumer focusing on her Health & Wellbeing.
H.A.W.T is a mobile application providing the female consumer with information that enhances her fitness and wellbeing. In contrast to other fitness and wellbeing applications H.A.W.T provides a more active pursuit of physical, spiritual and emotional wellbeing for women all listed in one platform. A sense of community is formed between these women of various ages and backgrounds enabling them to share and express various experiences within their lives. This app helps her to focus primarily on empowering herself deeply, thus revealing all her worth and capabilities.
Women are proactively considering their health, turning illness to vitality, treatment to prevention and quick fixes to long term adjustments. Physical activity is not longer something women do a few times a week. It is becoming integral to their lifestyles, and the products and brands they buy. The female users that download this application will have access to four main categories. These categories will consist of fitness, food and nutrition, mind and brain and overall health.
The fitness category includes a selection of Cardio, Core, Strength and Flexibility workouts designed by professional trainers. She will be able to complete a range of varied workouts personalised to herself in regards to workouts for her to loose weight, or even just to maintain her weight and simply keep fit. Within the food and nutrition category she will be able to log all her meals, offering her the personalisation in calorie counting according to her weight, age and height. The mind and brain section incorporates mindful meditations to help manage anxiety, stress and overthinking. Her sleep cycles will be tracked in the overall health category, with a network of doctors responding to her personal problems and questions within the application.