1. RIGSBY
C h r i s t o p h e r G a rc i a
D RT L 4 0 9 0 : V i r t u a l
M e rc h a n d i s i n g

2. Features/Services Present:
• Clean; simple design which reflects minimal theme of their products.
• Has attractive face value as well as an easy-to-use UI which allows for customers to
easily navigate the site.
• Access to product categories, company blog, as well as accessing items in their wish list on home screen.
• Customers have access to information on how to return/exchange items from the website.
. Useful Features To Employ:
. • Features that better serve the Rigsby customer is the ability to shop by
brand. This tool would be helpful to implement on the mock-up site seeing as it provides a segmentation that
enables the customers exploration tendencies to be met with convenience.
Organization/Navigation
• A tool that I would like to implement on the mock site would be a filter that allows for consumers who are new to the site and/or not
familiar with any of the brands we offer but would still like shop the products we offer by a
particular size or color.
Marketing Strategies/Brand Images
The key to the success of any brand comes down to the ability to effectively communicate to the consumer that this
product is right for them.
• Conveying a cohesive visual
representation of the brand
online is crucial for those who
usually rely on visual
merchandising to picture themselves in your product.
• The task is to now to understand how we can can provide this to the customer shopping our site without them
missing a crucial sensory awareness that would help them identify that your brand is what they need or relates
to their lifestyle.
• Showcasing visuals such as these on the main banner will provide the customer with context so that they may
have a cognitive response to the brand’s lifestyle.

3. . Benchmark Services To Offer
• One of the better strategies I’ve
seen in recent years for a brand
helping a customer take notice of
the personalization to their
products is the project Art of The
Trench by Burberry. This gallery
filled with 1,000’s of countless
photos uploaded by consumers
online showcases to the world how
they chose to wear their trench
coat. This enables a consumer to
visualize the many ways in which
they can incorporate this product
into their daily routine and make it
a staple piece they simply can’t live
without. Bringing a human element
to your brand, especially online,
helps your customer attach
hedonistic value and increases
brand loyalty. Implementing a
feature akin to this would be an
interesting venture to see what
came of it.

4. Reasoning
• The theme above is clean, crisp, and modern much like the two sites provided above.
These elements will reflect directly upon the products being showcased which are
targeting the modern man who has a keen interest in sartorial goods.
• The banner that displays across the homepage which help deliver messages to the
consumer of new arrivals, promotions, as well as serve as a window to the fact that
we are a lifestyle brand and can help the consumer envision what others who
purchase these products are doing in their lives in hopes that this resonates with the
visitor to the site.
Target Customer
We exclusively service male shoppers between the ages of 18-44. These clients are looking for fashion items that will suit their lifestyle which are as various as
the selections we offer. Examples of this could be a classic oxford for the married businessman who likes to add a bit of style to his staple two piece suiting. On the
opposite end of the spectrum, perhaps a bomber jacket for the stylish single college graduate going out with his close network of friends for a night on the town.
Most of our clients who shop with us regularly earn a salary beginning at 40k climbing upwards of 100k+. There is no predominant ethnicity for our shopper.
*Revised to include men and increase customer age base to match discretionary income levels.
Vision Statement
We strive to be inspiring in all of our provisions to our customers as well as pledging to do everything in our power to foster a long-lasting relationship through
superb customer service. Offering confidence is just a part of the multi-sensory experience we offer that engages consumers on a physical and emotional level.
Creating realities out of potential is our specialty and we hope to translate this expertise to a bright, satisfied, and assured customer. This wholistic experience is
what keeps us going and creates a mutual sense of fulfillment that is shared between our company and the customer all the same.
Marketing Objectives/Strategies/Trends
Current strategies that I have taken notice of is the foregoing of traditional runway shows for the alternative virtual option. Recently, Tom Ford made quite a
stir as he decided to showcase his campaign for his new fall collection online which was then made available exclusively through his website with free shipping and
returns. I believe using this form of marketing will be crucial, perhaps not so much the technique itself but the desire to be innovative and putting strategies that are
not yet popular into effect to find new and unique ways of capturing consumers interest and making them feel as though our brand is at the forefront of fashion
compared to our competitors.

5. We strive to be inspiring in all of our provisions to our customers as well as pledging to do everything in our power to foster a long-lasting relationship through superb customer service. Offering
confidence is just a part of the multi-sensory experience we offer that engages consumers on a physical and emotional level. Creating realities out of potential is our specialty and we hope to translate this
expertise to a bright, satisfied, and assured customer. This wholistic experience is what keeps us going and creates a mutual sense of fulfillment that is shared between our company and the customer all the
same.
Logic: I used a creative tool on pages by providing a gradient backdrop and then having a mask of an alpha image layered over top to create a clean feel. The scissors on the face of the logo is indicative of
craftsmanship and gives an artisan feel. The font is in a Times New Roman hybrid that makes an easy to read and very legible and bold statement.
Site Structure:
Logic: I wanted for the site structure to cover most of the needs of the general retail space. This sitemap includes a Women, Men, Girls, Boys, and Sale Section. Through these 5 categories, each parent
section can link to all the other children (sub pages) in order to house every product assortment. The site framework allows for easy navigation so that all the content is not listed under simply shoes, rather it
is segmented into different product variations so that a customer may have a simply shopping experience which will translate to higher revenue.

6. • For the website created, I wanted there to be sophisticated minimal aesthetic feel when the customer landed on the homepage that was reflective of the product assortment. In order for this to be successful there needed to be a
white background with black text in a simple yet pleasing font that signified this brand awareness.
• The product details pages are a perfect way of creating a voice to the brand by showing the reasoning behind it’s selection and what this brand believes it’s products are meant to evoke. The thumbnail images are clean yet there
is also a series of photos that accompany the original thumbnail that allows the consumer to see what setting these apparel items are meant to be worn which helps give this brand an identity and take on a persona of itself.
Overall every element to the web page is an opportunity to convey a message to the consumer.
• I believe adding categories that consumers wouldn’t expect like linking to an external site such a lifestyle blog will be beneficial in delivering a storyboard to your products without having to clutter the website with an
abundance of brand messages and marketing ploys.

7. Image
• The brand image which begins with the logo is consistent through the minimal color themes of black and white and we are able to build
upon this image in it’s fullest by using many of the merchant tools given to us as developers on the magenta website. Even the thumbnail
in the header page should have a transparent background which goes to show that every minute detail was thought of meticulously
analyzed.
• Elements to the site that could add sophistication and brand awareness in converting an image is the banner that runs across the
homepage which illustrated a lifestyle to the consumer of which they can picture themselves and attach their style’s too. Banner images,
minimalistic and understated thumbnail images followed by story images as well as contrasting end of spectrum colors (black and white)
bring an element of modernity to the site, which will appeal to a youthful consumer base.
This is similar to how Alexander Wang runs his sites and carries through in his campaign images. The font’s on the page should play off of
the alignment, spacing, and family as the logo so that there is a sense of continuity throughout the brand. The images if this capability were
enabled would be great to have every preview thumbnail image appear in a black and white tone and then once a pointer was hovered over
the image the product would be revealed in color. This may lead to higher product page views seeing as customers would be curious to
explore your site in search of a treasure hunt for the right product. One feature that I thought would be useful on the site but was not
available to the platform was a smart search feature which would allow customers to enter hypernyms of search terms such as “little black
dress” and have items come up that would match this product description. This would make search navigation much easier but Magento at
least has come version of this on their site which gives customers some sense of searchabiltiy to their site experience.
Overall, the site is a testament to consistency, congruency, minimalism, and modernity.

8. The promotions above were created to insight a
buzz and are displayed in a theme of black and
gold to celebrate the festiveness of the holidays
without being too traditional. Seeing as the site
has an element of luxe to it, we decided to opt for
a more appropriate gold color pop vs. the
traditional red to differentiate ourselves from our
competitors marketing strategies and help us
stand out.
The information we provide on product pages as
well as checkout is very minimal providing a
“Buy One, Get One Half Off” event so that there
is little confusion and exceptions to products. This
also grabs the consumers attention to click the
click through to the promotion that would ideally
be automatically deducted from any two like
products at checkout.

9. The product information presented for each product includes, a description of the
garment which includes the fiber content as well as an educate description of the
weight, dimensions, and quality of the garment. Tools provided in order to give the
consumer insight are reviews based on a 1-5 star rating system, multiple images with
people wearing the garment so that people can get a true context and sense of the
dimension as well as customer reviews that enable people to see if customers enjoy
the item as well as if the item may run large, small, or true to size. All of these tools
influence consumer purchasing decisions and help to decrease cart abandonment.
Revised to include new product segments for men and children.