Assignment 5

Final Project
"Wearself" App

Tatiana Lerma | 301269703

Andrea Menocal Mendizabal | 301245064
Icoairu Quintana Solorzano | 301244231
Lais Dayane Viana Almeida Porto | 301216227

Digital Marketing Strategies

Professor: Michelle Kanfer
April 18, 2023
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THINK

What is your product/service idea?

Create the Wearself app, it's over the common phrase "There is nothing I can wear". With
the Wearself app, this problem will not happen anymore. Everything that you need to wear the
perfect look in your hand palm. Wearself will be a closet app with the whole user's clothes. Users
will take pictures of it and upload them on the app. Artificial Intelligence will create an image
just of the clothes and create outfit ideas with it based on the user's style, which will be
determined by answering a few questions when creating the profile on the app. The objective of
this app is to reduce overconsumption by giving users different ideas on how to use the clothes
that they already have in different ways. If the customer buys new clothes, they can add a picture
or include the link of the item if the purchase was made online. Also, the app can suggest new
products that can fit with the clothes that users already have. Besides that, a second-hand store
will be linked to the app and created at the time that the users create their accounts; in this store,
they can sell or donate the clothes that they will not use anymore, and also, the AI will suggest
selling or donate the items that the user not frequent use anymore or when a new item is added to
the app. The app will be not only for clothes but also for shoes and accessories for additional use
as a closet or sale in the second-hand store. The suggestions of new clothes that fit with the
existing clothes will happen based on partnerships with stores like Zara, and Mango, among
others.

What is the industry into which this product will be launched?

The Wearself app would be introduced in clothing and fashion, specifically in the digital
closet and second-hand clothes markets. It would cater to customers who are looking for
solutions to limit their clothing overconsumption while simultaneously giving them ideas on how
to style their existing wardrobe. Additionally, the app's connection to a thrift shop would allow
users to donate or sell clothes they no longer need, making it an environmentally responsible way
to reduce fashion waste.

What is the current situation in this industry/market?

According to Smith (2023), the worldwide apparel market will generate 1.53 trillion
dollars in revenue in 2022, a little down from the previous year. However, it was anticipated that
revenue would rise to more than 1.7 trillion dollars in 2023. The market for women's clothing
generates far more money than those for men's or kids' clothing. Women's clothing alone brought
in almost 163 billion dollars in revenue in the United States. That exceeds the combined markets
for men's and children's clothing in the US (Smith, 2023).
According to Somani (2022), are five frequent issues faced by the fashion industry, the
first one is the main cause of why we are developing this app, is the environmental and social
impact of fashion, only the oil business contributes more to pollution and carbon emissions than
the fashion industry. The sector also has a poor record when it comes to worker exploitation,
especially of women and children. Women between the ages of 18 and 35 make up the bulk of
garment workers, and many of them put in long hours for little pay. Fast fashion, which provides
fashionable, affordable clothing, has raised the industry's environmental and social costs.
Second, copycats and product counterfeiting. Since the counterfeiting market is expected
to be worth up to $450 billion globally in 2019, it presents a significant obstacle for fashion firms
wanting to grow internationally. The counterfeiting problem costs the fashion sector $28.3
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billion in lost sales every year. Both big and small fashion labels are impacted, with some of
New York's elite favoring fake luxury bags over real ones. Consumer safety might be put at risk
by counterfeit items, which can be challenging to spot. Illegal counterfeiters also pose a threat to
the economy.
Third, inefficient supply chain and distribution. The fashion supply chain involves
numerous partners, including producers, suppliers, retailers, and consumers, resulting in
fragmentation. To produce their products at a price that is competitive, businesses must locate a
manufacturer and the appropriate materials. Then, clothing must be sold all over the world,
which may require working with several subcontractors. Due to a lack of visibility into the
complex network, the capital investment needed to make clothing and inventories may cause
delays and inefficiencies that eventually result in product failure.
Fourth, adaption to changing consumer demands. The fashion industry is aware of how
crucial inclusivity and diversity are to connecting with customers and inspiring them to express
themselves via the brand. Customers are demanding more customization and control over their
purchases as quick fashion, direct-to-consumer firms, and e-commerce gain popularity. To
satisfy these goals for diversity and inclusiveness, fashion firms must place a high priority on
consumer-centricity and customization, which will not only please customers but also boost
sales. Many companies are still working out how to put these changes into practice, though.
And, finally, all buzz and no business from fashion shows. Fashion weeks and trade
shows used to be essential for a brand's success because they gave them exposure and access to
key industry players. However, the return on investment for these events has dropped as
customers shop more frequently online and use social media to discover businesses. Fashion
shows demand a large time commitment and can cost up to $250,000. It might be time for the
fashion industry to reevaluate the significance of these events (Somani, 2022).

PEST Analysis
● Political Factors that can affect the clothing and fashion industry: Many
governments prohibit the import of materials used to create clothing from other nations due
to excessive tax rates. The government occasionally promotes the purchase of regional
goods in order to benefit the nation.
● Economic Factors that can affect the clothing and fashion industry: People
currently spend their money on nice outfits. Everyone in the fashion industry aspires to be
trendy. However, some people in our society struggle to meet their fundamental demands.
Investment in the fashion sector is therefore not an option. Consequently, the fashion sector
only has a small market.
● Socio-Cultural Factors that can affect the clothing and fashion industry: Any
market has a large social component. Some industries are impacted significantly by social
conventions, laws, and philosophies. One industry that significantly depends on societal
trends in the fashion sector.
● Technological Factors that can affect the clothing and fashion industry:
Technology has become a need rather than a choice. You need modern technology,
especially when it comes to business. Lack of it inhibits a small business from growing and
being successful. The key to success in the fashion sector is smart marketing. The best
marketing is produced when technology is used properly. Online shopping has been growing
in the last few years, this has changed the customer's way how to buy anything, mainly
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clothes. The fashion industry should be prepared to attend to all types of customers and in
the close future, only online customers (Wondershare EdrawMAx, n.d).

Who are the main current competitors? (If no direct competitors, what products do
customers currently use as substitutes to fulfil their needs?)
Wearself has one direct competitor called, Whering (See Appendix. Figure 1). Whering
the app, customers can digitize their clothes, get fashion advice, and find eco-friendly product
recommendations. The big difference between Whering and Wearself is, our app will provide a
secondhand store beyond the wardrobe and have Artificial Intelligence that will provide
recommendations on what can be sold as secondhand and if the customer really needs something
new (Crunchbase, 2023).
Besides Wearing, Wearself has indirect competitors that are only second-hand stores,
such as Heat (See Appendix. Figure 2). and By Rotation (See Appendix. Figure 3). Heat offers
curated collections of excess luxury fashion items and offers an engaging, first-class purchasing
experience. By Rotation is the first social fashion rental app in the world, it enables people to
share their wardrobes, and we are revolutionizing how fashion is consumed (Crunchbase, 2023).

What do these competitors do well? What are their weaknesses?

Whering was the first app with the same idea as ours which users can digitize their
closets, get daily fashion advice, and find selected and sustainable products that go with their
current clothes. It does not have a second-hand store together with the app and also they do not
mention anything to use Artificial Intelligence to give outfit ideas and say what cloth is time to
be for another person, the users should do this by themselves. However, according to Crunchbase
(2023), they are developing a mobile destination for all things wardrobe (resell, lend, and mend)
as well as a platform to enable conscientious customers to employ their current assets and future
purchasing power. According to the Whering website (n.d), they also provide clothing alterations
and made-to-measure, which is a good functionality that can help customers.
The other competitors, Heat and By Rotation, are not direct competitors, however, our
app will have what the 3 competitors offer in the user's hand palm, everything to their better
outfit in just one app.

Are there any emerging new competitors that are small, but worth paying attention
to?
According to Apptopia (n.d), Acloset AI Fashion Assistant (See Appendix. Figure 4) was
launched in 2021, and the proposal of the app is the same as ours. Acloset is a free digital closet
app that lets users purchase and sell things that are hidden deep in their closet in addition to
managing all of their clothing items in one location. Users have the ability to develop outfit
ideas, receive outfit recommendations and style statistics from each closet, and purchase and sell
gently used items for a fair price (Acloset, n.d).
Even though most of the products offered by the app are the same as our proposal, any
source mentions that they have a partnership with big retailers that can, together with the AI,
show to the users conscious purchase for specific items that they need. Thus, we can have the
advantage offer this to our users.

Who is the ideal target customer for your product? (What are their geographic,
demographic, psychographic, and behavioral characteristics?)
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The ideal target customer for this app is someone who is fashion-conscious, tech-savvy,
and values personalization and convenience. This could include:

Geographic:
● Urban and suburban areas in Canada in the beginning and on the world in a few
years with access to smartphones and internet connectivity.
● Regions with a high population density where people are more likely to have busy
schedules and need quick outfit suggestions.

Demographic:
● Young adults, between the ages of 18 and 40.
● The audience can be diverse and include people from all ethnic and cultural
backgrounds.
● They are who are interested in fashion, beauty, or lifestyle topics, and are more
likely to be fashion-conscious and interested in using technology to make their lives easier.

Psychographic:
● They are interested in fashion and clothing, but may not have the time or
knowledge to put together outfits on their own.
● They appreciate the convenience and enjoy trying out new technology that can
simplify their lives.
● They value personalization and prefer to have unique recommendations based on
their individual style preferences.
● They want to be more conscious of their purchase and buy only if they really need
it.
● They are environmentally conscious and worry about the future.

Behavioral:
● They use social media platforms like Instagram, Pinterest, and TikTok for fashion
inspiration.
● They are likely to shop online and purchase clothing from a variety of brands and
retailers.
● They like to have features that help day-by-day and make it easy.

Overall, the ideal target customer is someone who wants to have some assistance to can
use their clothes in the best way and feel confident in their fashion choices, and have this
assistance easy access. The app provides a convenient and personalized solution to this problem.

What motivates these people?

The target market for the app is motivated by convenience, personalization, and fashion.
● Convenience: The target market is likely to have busy schedules and appreciates
tools that simplify their daily routine, including getting dressed in the morning. They want an
app that can quickly suggest outfits based on their preferences, which will save them time and
effort.
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● Personalization: The target market values personalization and uniqueness in their

fashion choices. They want an app that can understand their individual style preferences and
suggest outfits that fit their taste.
● Fashion: The target market is interested in fashion and clothing and wants to stay
up-to-date with the latest trends. They want an app that can help them discover new and exciting
outfit ideas.

What is the customer pain-point that your product solves?

The customer pain point that this app solves is the difficulty of putting together an outfit
that is both fashionable and fits the user's personal style preferences. Many people struggle with
finding the time and creativity to create outfits that are both stylish and unique. The app solves
this problem by using AI technology to suggest outfit ideas based on the user's clothing pictures
and style preferences, making the process quick, easy, and personalized. Additionally, the app
helps users feel confident in their fashion choices, which can boost their self-esteem and make
them feel good about themselves.

CREATE

Approach to Application Design

The world is increasingly driven by technology and is connected to the Internet most of
the day has generated a dependence on this medium, so consumers increasingly demand
intuitive, secure, and convenient solutions. In this case, our target audience, consumers aged 18
to 40, prefer to make their purchases online; approximately 68% of this segment uses mobile
devices and tablets to make their purchases (Iskiev, 2022), so it is critical that our application is
fully responsive. Also, this audience is characterized by being socially active, they like to share
and participate in a community, go shopping, and their content consumption is also based on the
recommendations made by influencers (Iskiev, 2022), as well as a personalized experience, so all
these features will be included in the design of the application (See Appendix. Figure 5).
To deliver an outstanding user experience through our application, we will address the
following six UX principles:
● Findability: it is essential that our target audience easily finds the application, to
accomplish this, we will use relevant keywords for the application such as fashion clothes,
clothing styles, second hand, wardrobe clothing, wear clothes, and so on. These keywords
associated with attractiveness, fashion, and sustainability will give visibility to the
application through a search engine, browsing a website associated with the theme, but also
be used in the description of the application to appear in the app marketplace like App Store
and Play Store, which are the preferred by the target audience.
● Accessibility: it will be available for mobile devices and tablets running the iOS
and Android operating systems, which are the most popular among our audience, as well as
features such as screen enlargement to see the garments in detail, a voice assistant to
perform functions, and customization of the app's font size.
● Desirability: the application will be simple, intuitive, and visual for the users due
to the design of the application using visual elements and warm colors, it will have a
friendly interface that will allow the user to use it easily through the buttons that will be
available, it will also be a free application, but it will require an account to collect
information about failures or possible improvements that the user desires.
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● Usability: the application will be simple to use because we will have a toolbar at
the bottom of the application with the necessary navigation tools such as the preloved store,
the profile, the button to scan clothes, and the feed which can be customized, as well as a
search tool at the top where you can search for trends, users, all icons and images associated
with the toolbars will be clear, and we will consider the speed of loading images to optimize
this process
● Credibility: because social networks are important to our target audience, we will
rely on them and influencers to begin building the application's credibility, where we will
highlight the comments of users who use the closet option and purchase. Additionally,
because the application will only be available in the app marketplace in the review section,
customers will have the opportunity to evaluate the application and leave their comments.
The use of the security policy and acceptance of terms when the user is creating his account.
Finally, the application will feature an about us section where you can view firm
information, location, and contact information.
● Usefulness: Our application will provide value to our audience by providing a
unique experience using the clothes they have and the ability to buy and sell second-hand
clothes. Often, we have a lot of clothes and do not know how to combine them or get the
most out of the clothes. The use of AI in the application will help to provide personalized
recommendations based on user preferences and data analysis, which will save the audience
time, have more options to use the clothes, have profits, and contribute their bit to the
environment by lowering the fast-fashion.

Approach to Content Marketing

Our application seeks to combine technology and fashion, making the most of the two
industries, so the essence of our brand will be "Your smart and sustainable closet -
SmartFashion", With this, we want to highlight the benefits of the application for the user,
including how to be more conscious of the planet without sacrificing personal style and how to
use technology (AI) to enhance the closet they already have, as well as the ability to sell and buy
second-hand clothes.
Based on this, the target audience can be segmented into three personas: college students,
young adults or entry-level professionals, and adults or experienced professionals. Each of these
personas has different needs and stimuli, but they all want to be on top of the latest trends and get
the most out of their closets, so the content should be tailored to each of them.
College students aged 18 to 25 are seeking alternative ways to look fashionable with the
limited closet they have; they go to college every day and hunt for the latest fashion trends, thus
their content pillar will be trend followers.
On the other hand, we have young adults or entry-level professionals who are starting
their first job and have a limited budget; they are looking for options that will make them look
professional and versatile with the closet they have, and they begin acquiring second-hand
clothes, so their content pillar will be concerned with their appearance.
Finally, there are the adults or experienced professionals, who are between the ages of 32
and 40 and are people who spend the majority of their time working, have a defined closet and
style, but want to be more conscious and friendly with their purchases, so the content pillar will
be sustainable and classic fashion (See Appendix. Figure 6).
The formats we will mostly employ are publications, images, and videos in the social
networks most popular among the target demographic, such as Instagram, Facebook, TikTok,
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Snapshot, and YouTube (Dash, 2019) with content related to how to have an easy Outfit of the
Day OOTD, how to scan clothes, how to sell clothes, as well as trends recommended by the IA,
how to save time using the app, how to sell clothes, how the app will be your personalized
assistant for the look, how to prepare your closet for the season, and how to schedule your outfits
for a whole week at university. Similarly, we will use influencers who use and make
recommendations for the application to promote its use. We will also publish blogs about
fashion, rapid fashion, and sustainability. All of these conversations and articles will include the
hashtags #Wearself, #FashionAI, #EcoFashion, #SmartStyle, #SecondHand, and #Preloved.
All of this great content will assist us in increasing app awareness, driving the second-
hand buying and selling option, and positioning the app in the minds of the target audience.

Approach to Online Advertising

Online advertising will be important for our audience because it is something they will be
exposed to on a daily basis. In this case, we will use a combination of all targeting options,
beginning with geo-targeting because the application will initially only be available to users in
Canada; by using this targeting, we will reach users based on their location. Day and time
targeting will be used during weekdays and evening hours, because it is more likely that the
audience will access the internet or social networks the night before to get outfit inspiration
(Social Media Is Gen Z and Millennials’ Favorite Place to Get Style Inspo, 2022), and this is
where we see the potential for displaying online advertisements. Contextual targeting will allow
advertising to be displayed when customers visit pages, blogs, or videos on sustainable fashion,
quick fashion, AI apps, and fashion applications, among other themes that revolve around the
application and will be associated with relevant keywords. Finally, behavioral targeting will be
used based on the user's search or browsing history; we can extrapolate from their behavior that
they are interested in fashion issues or that they have previously installed fashion-related
applications.
Banners and interstitials are two ad formats that we believe are suitable for use with our
target audience. Banner ads will help us to capture the audience's attention in order to make them
aware of the app, and the call to action will focus on driving downloads and second-hand sales,
this will also allow us to observe the ad's click-through rate (Learn How Banner Advertising
Works, n.d.), which we expect to be higher for young adults and adults in the target audience
who may not have ad blockers; These ads will be presented in a square format (250x250 ad size)
that responds on mobile devices and computers (Predescu, 2023) and will have creativity and
simplicity. Interstitial advertising, on the other hand, is effective for increasing visibility by
having a high rate of impressions to promote downloads (Kovalenko, 2023).

Approach to Search Advertising

Our strategy is that our target audience downloads and uses the app's second-hand sales
option; the way to attract them and generate a call to action will be through the use of keywords
and a good description of the application that matches these relevant words (See Appendix.
Figure 7).
Using Google Adwords and focusing on the industry to which the app belongs, we see it
as viable to use the following keywords mainly: fashion clothes, smart casual outfits, clothing
styles, wardrobe clothing, and second-hand store. These are keywords that have high and
medium competition, so using between 10 and 15 keywords with this combination, we believe it
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will be a good strategy. On average, the keywords have a bid between $0.69 and $5.32, thus we
would be willing to bid between $0.75 and $5.00.
To enhance our strategy, we will use the Ad Extensions associated with the seller's
ratings since the reviews and comments from previous customers regarding the app and the
second-hand sale option can generate more trust and credibility for the app for the target
audience.

Approach to Social Media

Social networks have a high penetration in our target audience, according to the latest
report on the use of social networks for the third quarter of 2023, Facebook, Instagram, and
TikTok are the favorites of our audience (We Are Social, & DataReportal, & Meltwater, 2023),
we will focus our resources on these channels for the dissemination of content and advertising.
We want to have a commitment with our audience and encourage them to participate through
social networks, but we also want to generate awareness, to make ourselves recognized because
we are a new app that will be released shortly. These channels will provide us with increased
visibility and exposure, so we will highlight the benefits of the application in image and video
publications, such as making outfits quickly, and programming outfits for trips or based on the
season using AI.
On the other hand, for social media advertising, we will use paid advertising via short
video ads on Instagram and TikTok, which will play automatically when a user explores their
feed, these videos will seek to highlight the ease of putting together outfits and selling the clothes
that are selected by the AI easily and safely, for which we will use relevant hashtags such as
#smartfashion, #ootd, #outfitideas, #secondhand, and so on (See Appendix. Figure 8).
The use of Marketing for content creators, through influencers who use the app to sell
their second-hand items to their followers, will also be a good tactic to potentiate and give
greater visibility to the app, we see this tactic as valuable since most of the target audience
follows the recommendations of influencers to make purchases (Iskiev, 2022).

ENGAGE

When will your product launch? Why did you choose that time of year?
Seasonality of the industry, if any
One potential timing consideration would be to launch the app during the spring or fall
seasons, which are typically associated with wardrobe transitions and fashion updates. Another
factor to consider is major fashion events and holidays, such as Fashion Weeks or Christmas,
which could provide opportunities to capitalize on the increased interest in fashion during these
times.

When will your marketing campaign start? Before, on, or after the product launch
date? Why did you make this choice?
It can be beneficial to start the marketing campaign before the product launch date. This
approach can help build buzz and anticipation for the product, generate excitement among
potential customers and increase brand awareness. Pre-launch marketing activities will include
social media teasers, email campaigns, influencer partnerships, and exclusive previews for select
audiences.
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However, there may be situations where it makes more sense to start the marketing
campaign on or after the product launch date. For example, if the product is targeted towards a
specific holiday or event, launching the marketing campaign closer to the event could help
increase relevance and engagement among the target audience. Additionally, if the product is
already well-known or has an established customer base, the marketing campaign may not need
to start as early.
The goal is to maximize the impact of the marketing efforts while staying aligned with
the overall business objectives.

How involved is your target audience in making this type of purchase decision?
Would this decision be planned (requiring lots of research and time), or unplanned
(requiring only a short burst of awareness about the product)?

For some users, this may be a planned purchase decision that requires significant research
and consideration. These users may be fashion-conscious and may want to ensure that the app
aligns with their style preferences and provides high-quality recommendations. They may also
compare the app with similar offerings in the market, read reviews, and ask for recommendations
from friends or influencers before making a purchase.
On the other hand, for some users, this may be an unplanned purchase decision that
requires only a short burst of awareness about the product. These users may come across the app
through social media or other marketing channels and be immediately interested in the
convenience and personalization offered by the app. They may download and use the app
without much prior research or consideration.
Overall, the involvement of the target audience in making the purchase decision involves
their level of interest in fashion, their prior experience with similar products, and their personal
preferences. As such, the marketing strategy for the app considers both planned and unplanned
purchase decisions and aims to reach potential customers through a variety of channels and
messaging to address their varying needs and preferences.

How long will your marketing campaign last? Why?

The duration of a marketing campaign for the app can involve various factors, such as
budget, goals, target audience, and overall marketing strategy. Typically, a marketing campaign
for a fashion app would last for several weeks to a few months, but it could be longer or shorter
depending on the objectives and resources available.
In this particular case, the goal of the campaign is to create brand awareness, reach a
larger audience, and take advantage of the wardrobe transitions by promoting app features and
showcasing the benefits and functionalities available during that demanding period. Therefore,
the idea is to generate a campaign that lasts a couple of months and that coincides with a change
of season. In addition, the campaign will consist of two main stages:
● The first stage consists in develop a social media campaign that may last for two
weeks to generate branding and brand recognition
● The second stage implement a search engine optimization (SEO) campaign for the
next two months to tailor the brand message to the specific customer needs

Will any of the marketing campaign components be implemented as always-on?

Which ones? Why did you make this choice?
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Yes, search engine optimization (SEO). Some of the key reasons are related to:
● Search engines like Google are constantly updating their algorithms to improve
the search experience for their users. This means that SEO strategies that worked well in the past
may not work as effectively in the future. By keeping the SEO campaign always-on, in critical
stay up-to-date with the latest algorithm changes and adjust your strategies accordingly.
(Mahmood, N. 2021)
● Competition for search engine rankings is becoming increasingly fierce. To
maintain in the competition is crucial to continuously optimize the marketing communication
channels, messages and content for search engines. (Mahmood, N. 2021)
● SEO is a long-term strategy that requires ongoing effort and investment. By
keeping the SEO campaign always-on, we can ensure to continually improve our search engine
bringing visibility and driving more organic traffic over time. (Mahmood, N. 2021)
● Search engine rankings can fluctuate frequently, and the strategy is to monitor the
rankings of the brand and make adjustments as needed to maintain or improve the positioning in
search engine results pages (SERPs). (Iqbal et al., 2022)

Seasonality of the industry or of consumption of particular media types

Will any of the marketing campaign components be implemented in short
bursts/pushes? Which ones? During which times of the year? Why did you make this
choice?
Yes, the Social media campaign. Some of the key reasons are related to:
● The fashion industry is known for its fast-paced and ever-changing trends. By
adopting short bursts or pushes approach to social media marketing, it is possible to leverage
these trends and create content that is relevant and timely. (Vo Minh et al., 2022)
● Social media platforms like Instagram and Facebook favor new and fresh content
in their algorithms. This allows the brand to increase the chances of being seen by the target
audience and potentially going viral. (Vo Minh et al., 2022)
● By creating limited-time offers and promotions a sense of urgency is created
around the app services and features. This can help to drive more engagement and conversions
from the social media marketing campaigns of the app. (Vo Minh et al., 2022)
● This approach can be particularly effective for promoting specific events or
occasions, such as a fashion show or a new feature launch. By focusing your efforts around these
events, it can create a buzz and generate excitement among the target audience. (Vo Minh et al.,
2022)

OPTIMIZE

Objectives
● Objective 1: Increase user engagement by 25% within the first three months of
launch.
● Objective 2: Obtain a return on investment (ROI) of at least 50% in the first year
of operation based on the selling commission from the "Second-life" feature.

Metrics to track if the plan is successful

Objective 1
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● The number of downloads (mobile app): App store analytics (Apple App Store or
Google Play Store) can be used to measure it. This feature allows businesses to view a
dashboard that can be sorted by geographic region or time (YTD, Monthly, and more). This
data can help us identify trends and compare marketing campaigns' success based on the
number of downloads we received that month.
● User retention:
○ Active users: Users who have used your app at least once within a
specified time frame.
○ Retention rate: The percentage of users who return to the app after the
initial download.
● User engagement:
○ Track session length: The amount of time a user spends actively using
your app during a single session.
○ User behaviour: which features are most popular, which screens are most
visited, and which clicks are made.
○ Ratings and reviews: These can be done in the app store or social media.

Objective 2
● ROI: It can be calculated by comparing the revenue generated by the app to the
cost of developing, marketing, and maintaining the app.
● Selling commission (5%): The "Second-life" feature would be built into the
software and charged in every transaction once another user purchased the item.

How to Collect the Data

Objective 1
● App Store Analytics: The two major mobile stores provide a free dashboard to
monitor the application's progress in real-time. Furthermore, it can be filtered in a variety of
ways to provide access to the precise information wanted.
The marketing department would be in charge of delivering a monthly presentation
to the board to review how we are doing and how marketing campaigns impact user
engagement and downloads by territory.(See Appendix. Figure 9)

Objective 2
● Software: Any download would necessitate the user agreeing to the app's terms of
service and privacy policy, which detail how the app collects, uses, and shares user data. The
company would use this data to thoroughly examine the profits, costs, and user information.

How to Analyze the Data

The marketing team would analyze both data as follows:
● Daily basis: App Store performance, Impressions, App Store views, Crashes, and
Ranking
● Monthly: Number of downloads, Geographical sales, Marketing campaigns, and
Benchmarks
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● Yearly Ranking: Sales, ROI, Cost Performance, Profit, Engagement, Overall

Feedback, and Ranking

Optimization
The company would implement various actions, such as:
● A/B testing to test different user experiences to determine what works best.
● Improve the app on a regular basis based on user feedback and ranking position.
Look for areas where users are leaving or not clicking.
● Marketing strategies that use social media and other channels to reach the
intended audience and increase sales.
● We can increase engagement and retention rates by using social media and
community blogs. Sign up with influencers to recommend the app and create a profile to sell
their used clothing.
● ROI: If necessary, cut costs and invest in marketing strategies to boost sales.
14

References

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https://www.acloset.app/-how-it-works
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Crunchbase. (2023). By Rotation. https://www.crunchbase.com/organization/by-rotation
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15

Appendix

Figure 1: Whering Logo

Note. Whering Logo from: Apple Store, n.d. https://apps.apple.com/us/app/whering-digital-

wardrobe/id1519461680

Figure 2: Heat Logo

Note. Heat Logo, from: Crunchbase, n.d. https://www.crunchbase.com/organization/heat-7fa2

Figure 3: By Rotation Logo

Note. By Rotation logo, from: Apple Store, n.d. https://apps.apple.com/gb/app/by-rotation-rent-

buy-fashion/id1476610390

Figure 4: Acloset Logo

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Note. Acloset logo, from: Apple Store, n.d. https://apps.apple.com/us/app/acloset-ai-fashion-

assistant/id1542311809

Figure 5: Design of the WearSelf App interface

Note. This image serves as a reference for the application, using some of the design elements
proposed.

Figure 6: Design of the WearSelf App interface

Note. Diagram of content pillars based on our personas.

Figure 7: SearchAd WearSelf App

17

Note. Example of Search Advertising

Figure 8: Social Media Post

Note. Example of Social Media Sponsored Post

Figure 9: App Store Analytics

18

Note App Store Connect. App Analytics - App Store Connect - Apple Developer