Fashion Delitist Viral System Map

Map Your Viral System

Product name: Fashion Delitist

1. Describe your product:

Fashion Delitist (pronounced “Dee-lee-tist”, as in the opposite of an “elitist”) is an interactive website where community members, affectionately known as Fashion Delitists provide constructive feedback on fashion designs prior to the manufacturing process.  Brands can test out new designs, especially those without prior selling history, and lower the amount of risk associated with the production of fashion goods, especially those that are considered new, fashion-forward, and/or more innovative.

This data can be used to:

  • Enrich and flesh out design concepts that target customers are likely to purchase
  • Minimize dollars lost due to the production and marking down of goods that consumers are not likely to purchase
  • Prove to merchandisers and retailers that a product will sell despite a lack of prior selling history and
  • Determine the price that consumers will be willing to pay for fashion products.

Members of the Fashion Delitist community have the ability to select to be notified if one of their favorite designs will be produced.  They are then sent an email about when and where they can purchase the item.  By providing already-interested consumers with this information and a link to the page where they can buy the product (if applicable) designers and retailers can target those who are likely to purchase the item, increasing the likelihood that the item will sell.  

2. The Map
List all major “players” in the system (eg. a marketplace may have two major players: buyers & sellers)

a. Online shoppers/consumers

b. Designers

c. Online Retailers

List out any selfish reasons why each player would need their contacts/friends to join the service

a. Online shoppers/consumers - 

True fashionistas often want to get the latest fashions first, and by participating in the survey and getting their friends to do so, they get the opportunity to influence the outcome of their favorites and find out when these designs hit the retail stores first.  Additionally, people want to feel powerful, and so if the system allows them to make more change in the world, that will feed their feeling of power.  

b. Designers -

Designers have the incentive to get their friends to join as Online Shoppers/consumers for three main reasons:

  • Honest feedback for risk reduction: They want to get as many people to vote as possible because they want honest feedback on the true selling potential of the designs, and on the characteristics of the people who want to purchase their designs.  This information could reduce the risk of them producing products that will not be profitable or that will not sell at full price.

  • Provide retail merchandisers with numbers-based evidence that the designs will sell: Designers can come armed with some data-driven proof that will help convince retailers that the design up for wholesale consideration will sell well.
  • Marketing data: They want to get as many people to vote as possible in order to gather a list of Online Shoppers who want to be contacted when the design is actually produced.  Those shoppers are more likely to actually purchase the design when it hits retail stores, so designers can target their marketing efforts.

c. Online Retailers - 

  • Accuracy of feedback: Online retailers come into play when they purchase wholesale from the designer.  When the designs get enough votes, they can get  a more accurate gauge of whether the products match their target audience.

  • Reduce Markdowns:  They also reduce the risk that the products they select to purchase from the designer will be marked down.

  • Ensure designs they purchase fit their target market


3.  List out all things you could possibly charge each player for on the service

a. Online shoppers/consumers - {{thinking}}

b. Designers- Charge them for collection, analysis, and presentation of feedback from the online shoppers.  They will be paying a small fee to reduce the risk that they lose a lot of money producing clothing that will not end up selling well.

c. Online Retailers- Take a percentage of the sales that originate based on contacting the shopper once the design hits stores (Affiliate program).

4. For 2 and 3 above give a very short reason you think the player would be motivated to need their contact or pay for the service

{{see above in section 2 and 3}}

{{Second week parts}}
5. List the channels (email, facebook, text message, etc.) that you will send your users’ invites through and how you will get that contact data
6. Create what those invites will look like

Tiffany Hodges

Founder of Fashion Delitist