Fashiontegrity Brand Direction Document May 2010

Hi. I’m Alexa and I’m creating Fashiontegrity Hi! I’m Alexa and I’m creating Fashiontegrity.com, a pure-play internet retail store (beta launch: November 2010). The store will feature tops, jewellery and accessories by small/medium Canadian and American designers for women 35+. This presentation provides a sense of the brand - its character and values - and of the customer. Thanks for taking the time to review. Please don’t hesitate to ask questions! Warm regards, Alexa alexa.samuels@gmail.com Fashiontegrity@gmail.com 416 454 3396

The Big Idea Fashiontegrity is an etailer who uses good manners, thoughtfulness and integrity to deliver consistently-interesting and size-sensitive “above the hips” fashion experiences.

Reasons to Believe - what makes us credible / distinctive We give you access to “local designers” from a professional, easy and smart site We are *the* go-to place for tops We know you may be cautious about online shopping: service, integrity and thoughtfulness are baked in to our business We get you: we’re in your demographic, we know you want to look stylish and distinctive

Our Beliefs We  customers Diversity Storytelling Fun It’s all about the customer. Diversity You should still have access to interesting fashion in a variety of sizes regardless of your geographic location, size and age. Storytelling Individual items, designers, fashiontegrity and customers have stories. Stories forge relationships. Fun Shopping on line should be easy, convenient, but above all fun.

Fashiontegrity’s Core Values Integrity Originality Humility Sharing Service Fun

Fashiontegrity’s Personality Friendly Caring Helpful Unpretentious Enthusiastic Smart Generous Positive Confident Stylish

Benefits We make it easy and fun to shop for and purchase fresh, new and wearable apparel and accessories on line We understand that just because you’re not 23 and a size 6 doesn’t mean you don’t care about fashion and looking good Our brand is human, and we welcome you to our community We help create stronger brands out of local designers

Insight / Market Position - Consumer need brand is answering Fashiontegrity's premise brings together two under-serviced markets: There doesn't appear to be a site which specifically targets women 35+ which addresses the elements of original design ("local designers") a broader range of fits and a focus on "above the hips".  Because doing business on line is Fashiontegrity's core strength, it will solve the issue of offering small-med Canadian and American designers a wider audience for their products.

Competitive Environment B&M (bricks and mortar) stores selling local designers have limited or no web presence Designers’ own sites are focused on being “design-y”, not usable Etailers featuring local designers often look low-budget, amateurish Other etailers niche around high-end brands, younger markets (and low price points), plus size. No one else does this: tops + accessories by local, more distinctive designers targeted at a demographic 35+ with a broader size range

Things We Are (Brand Direction)

Things We Are NOT

Visual Language Easy, approachable Contemporary Colourful, but tasteful High contrast, easy to read Stylish Lots of space to allow ‘room to breath’

Typography Modern sans serif Professional Visually interesting, but easy to read (consider older audience) Contemporary Not too crowded

Tone of Voice Above all, Fashiontegrity should come across as an honest and friendly entity with whom to do business. The tone of communications will be helpful and open with an undercurrent of laughter. It’s okay to laugh at ourselves (without meanness) and to have fun. Fashiontegrity will celebrate creativity, the unconventional, and maybe a little weirdness and eccentricity, in small doses. Grammar, syntax and spelling will be proper Canadian English, except where deliberately stylized.

Sites I like (look/feel) I like the “white space”, the clear headings. I also like how the logo on the top right becomes colourful when you cursor over it (can’t capture in screen shot.) http://www.meshu.ca/

Sites I like http://www.helpineedhelp.com/ I like the “white space”, the colour, the whimsy and humour http://www.helpineedhelp.com/

Sites I like http://www.rhizome.org/sevenonseven/ Love how colourful, high contrast http://www.rhizome.org/sevenonseven/

Sites I like http://vimeo.com/ Fun, friendly, clean, colourful. Awesome. http://vimeo.com/

Sites I like http://www.koko3.fi/ Colourful, clean, crisp full-bleed photography http://www.koko3.fi/

Sites I like Really cool, design that makes sense. Big fonts, big photography. http://www.cnc-costumenational.com/#/en/

Sites I like Simple, smart use of colour, accessible http://www.theoutnet.com/

Sites I like Elegant, contrast, punchy colour, great use of white space http://www.net-a-porter.com/

Sites I like Colourful, original, fun, easy to navigate http://kids.tate.org.uk/

Sites I like Absolutely adorable http://www.hellosoursally.com/

Sites I like Font, colour, understated design http://www.guggenheim.org/new-york

Alexa Samuels Alexa.samuels@gmail.com Fashiontegrity@gmail.com Thank you! Alexa Samuels Alexa.samuels@gmail.com Fashiontegrity@gmail.com