Project Overview
Outware Mobile designed and built the Melbourne Spring Fashion Week (MSFW) app for the City of Melbourne. The MSFW app provided patrons with event details, maps, an integrated mobile and retail shopping experience and access to designer information as well as event specific promotions.
The app enhanced the MSFW experience through the use of QR codes in the Look Stop Shop feature, facilitating engagement between retailers and patrons by providing users with access to exclusive offers and encouraging them to explore Melbourne’s unique fashion scene.
Project Commissioner
Project Creator
Team
Outware Mobile
Project Brief
Melbourne Spring Fashion Week is about showcasing emerging designers and local retailers in the city’s fashion industry, in order to inspire the audience to explore Melbourne and discover its unique style and fashion-city status.
The City of Melbourne asked Outware Mobile to create an app for MSFW that would enrich the MSFW experience and make it easy for patrons to get to events and find out more about designers and retailers. The brief was to create an app that would:
Add value to the MSFW experience – It was not enough for the app to simply display event details, it had to encourage user participation and facilitate patronage to MSFW events.
Be simple and intuitive to use and focussed on the end user experience.
Appeal to a design savvy audience – Patrons of MSFW have are looking for innovation and creativity in design. The app has to be attractive to this market.
Stay true to the established MSFW brand – The look and feel of the app has to remain within the MSFW brand guidelines.
Project Need
Outware Mobile values innovation and creativity in all its projects, while still focussing on usability and intuitive design. Mobile apps are a rapidly growing media platform, with which consumers are becoming more and more familiar. The need for brands to provide a mobile experience for consumers is now a given expectation. For MSFW, Outware Mobile used an existing technology such as QR codes combined with an understanding of mobile user behaviour to produce a unique app experience for MSFW: Look Stop Shop.
The Look Stop Shop feature provides an integrated digital and retail shopping experience for patrons of MSFW events. Users are able to research fashion pieces and access designer information as well as exclusive offers available at local retailers using the app. Users can also share this information with their social networks, creating community engagement with MSFW events.
User Experience
The MSFW app is targeted at an audience with an existing appreciation for quality and sophistication in design. Not only does the app have to appeal to this style-sensitive market, it has to be intuitive to use and navigate, and most importantly, showcase designer fashion and make that the star. To overcome this challenge, Outware Mobile’s design focussed on creating a simple and elegant interface that allows the content to shine while still maintaining the app’s utility and staying true to the MSFW branding.
Project Marketing
The MSFW app was heavily promoted by the City of Melbourne with environmental banner advertising, television commercials and social media. Social media functionality within the app encouraged viral take-up and the app was featured by Apple in the lead up to the festival.
An innovative marketing technique was the Look Stop Shop QR code posters placed at the front of participating fashion boutiques. These posters encouraged people to download the app and scan the QR code to reveal special offers.
Fashion
This category relates to fashion themed applications.
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