After a recent study trip to Paris, it became apparent that the french do a beautiful job of selling intimate apparel and adult toys - their shops and websites are luxuriously designed and tasteful, much like cosmetic stores, with no offensive imagery and gorgeous packaging for their products - in contrast to the tacky, cheap and intimidating stores/websites/products in Australia. So I want to bring a little bit of France to Australian women!! The aim is to challenge the current industry in Australia and provide a chic, fresh and tasteful website (it needs to be something that could be advertised in high end women's magazines like Vogue) so that women can shop for these products in comfort and with confidence. A touch of luxury would be perfect - but not too much, we don't want people to assume the products are too expensive based on the website look and feel!
Products will be high-end, high quality and sourced from France, Sweden and Germany.
Our aim is 'Mass market access with prestige products'. So we are aiming initally at the female market 25-50 years of age, medium to high income. The average woman, who is intimidated by walking into tacky, offensive adult shops.
Over time, we will start targetting the male market with high end products for men.
Note - this is a brand new venture, so colour schemes/style etc haven't been finalised - we're waiting to see which website design wins, so we can be guided by it! We have almost finalised logo - a document as been attached with the logo options that we are working through. The most likely pick is logo number 1.
A little bit of luxury, chic, and cheekiness! We're looking for a website that is fresh, feminine (not too girly – we don’t want to discourage the husbands/boyfriends from shopping!). Market research indicates that women will respond more favourably to American style marketing (soft, feminine colours and design, not too Femme Fatale, a little bit of cheerleader kitsch with some Vogue edge) rather than European (dark colours, sleek, Femme Fatale, ultra-liberal), so we are looking for a design with ‘minimalist French boudoir’ theme...
Critical - the theme needs to allow for future planned marketing and PR activities which will include press releases and articles in womens mainstream/luxury magazines – no nudity or explicit material.
Here are some examples of websites and colour schemes that would work:
http://www.victoriassecret.com - love this website's functionality and feel - sexy cheerleader.
The Victorias Secret website has exactly the level of functionality, efficiency and user-friendly navigation that we want for PR. The theme is also great - cheerleader chic - but a little too much pink!.
http://www.yesforlov.com - we love the colour scheme and the crisp, modern design of this site. Not so good functionally though - it takes too long to load.
http://www.moxie.com.au - this has a nice french boudoir theme
http://www.softparis.com.au - this is a similar business in Paris - welcoming and fresh.
1. Home page - displaying a navigation menu to the product range, all the usual stuff like 'contact us', 'shoppig cart' etc., and three boxes for advertising new products, specials and promotions
2. Gallery/catalogue - displaying each product, information on the product, pricing, functions for the customer to pick how many of each item they would like to purchase, sizing (for pajamas, lingerie etc), and colour.
http://www.victoriassecret.com - love all the functionality and user-friendliness of this site. It's so easy to find the products I'm looking for, so easy to browse product ranges, and I love the 'You might also like...' product suggestions.
http://www.yesforlove.com - love the colour scheme and modern, luxury feel of this site. Don't like the lack of user-friendliness - it takes so long to load.
http://www.moxie.com.au - interesting french boudoir colour scheme, maybe just a little too much pink though
http://www.softparis.com - simple, modern, welcoming and non-threatening. Great for our target market of average women.