Summer Styles
A ‘virtual stylist’ that let shoppers’ personalities find their summer look, and pointed them to the stores to get it.
- Role
- Visual and UI design
- Deliverables
- Promotional visuals, advertising, microsite UI
- Tools
- Adobe Creative Suite
- Client
- MidCity Shopping Centre, Sydney
Let your personality find your style
Summer Styles promoted the new summer fashion range arriving at retailers in MidCity Shopping Centre, in the heart of Sydney’s CBD.
Customers let their own personality shape their style, using a ‘virtual stylist’ for advice on their new summer wardrobe, which then directed them to fashion retailers in the centre.
The look of the campaign
The visual aesthetic for the promotion and the advertising material that followed.
A microsite in two places
The UI for a microsite integrated into MidCity’s existing website and its Facebook page, designed in Adobe Creative Suite.
Who they are, and who they want to be
The journey we wanted to take customers on meant forming both personas and archetypes for the customer base, then weaving the two together.
Who customers really are
Built from real data and statistics from the centre.
Their ‘desired state’
Where customers picture themselves in a perfect world, fashion-wise.
12 summer style archetypes, each based on the personas of a typical MidCity customer.
Depending on their personality, each customer was matched to the archetype that represented their desired summer style.
Persona → Archetype → Persona+
The customer enters their personality traits, which are matched to a predetermined summer style archetype. Then it comes back to the customer: fashion advice and stores to help them get closer to their archetype’s look.
Persona
Who the customer is today.
- They enter their personality traits
Summer Style archetype
The look they aspire to.
- Their traits are matched to one of 12 predetermined archetypes
Persona+
Bringing it back to them.
- Fashion advice and style tips to get closer to the look
- Suggested stores in the centre to shop it
“A fun way to give customers fashion advice and style tips for summer, while increasing foot traffic and sales for the centre’s retailers.”
The promotion hit its business goals
Summer Styles raised awareness among MidCity’s customers of what the centre had to offer for summer fashion, which in turn lifted:
Awareness
More customers aware of the centre’s summer fashion offering.
Sales
Increased sales for the centre’s retailers.
Foot traffic
More people visiting the centre.
Creating archetypes that genuinely matched each person’s personality.
The last thing we wanted was to offend anyone by assigning them an archetype that didn’t resonate with them at all.
The promotion was meant to be a bit of fun: minimal commitment and effort, with style suggestions offered in a non-invasive way.
