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Agenda for  TODAY ,[object Object],[object Object],[object Object],[object Object],[object Object]
Background Launched 2 weeks ago Making content quality believable of Elle Making site easy to use and deeper content
 
 
 
Reason for phase 2 Lean back  / lean forward   active/passive different goals
From print to   internet Media consumption
30 million people in the UK are online
50% of them use the web every day
10 million British Households now have broadband
This has fuelled the need for bigger and  better websites in the UK
Habits have changed, the ‘always on’ nature of broadband encourage us to snack on the internet and dip  in and out throughout the day.
Habits have changed, the ‘always on’ nature of broadband encourage us to snack on the internet and dip  in and out throughout the day.
Online advertising  is now half the size  of TV advertising  £ 917m vs  £ 1979
The younger generation watch most of their  TV as downloads .
An item of women ’ s clothing sells  every 7 seconds on Ebay
The online clothing market is now worth over  900 million pounds . By 2010 this predicted to rise to  £ 2.3 billion
This is the age of convergence- we want any content on any device, anywhere at anytime
The  Big Brand  questions for V2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object]
A  Brand  is a  promise  delivered ,[object Object],[object Object],[object Object],[object Object]
Users see  one brand
Google wasn’t built in  one day
There is only one  Apple
Perez Hilton  needed Paris Hilton
Facebook  is a social utility
Who are we  targeting ? Stephanie  & Rachel 26yrs, Window dresser H&M 30yrs, buyer
Elle digital brand statement The indispensable guide for your fashionable life Feed your fashion addiction at elleuk.com
A day in the life of  Stephanie
Breakfast… need to pick up wallpaper
Check weather..wonder what to wear today
BBC weather
Google maps….How do I get there
On tube, listening to my shuffle..love Killers
Great got that bag on Ebay I was bidding for
Back at work..
Check Ebay quickly before I get stuck
Facebook..I promise just once
Need to concetrate, music
Lunchtime, let’s snack a bit on Perez
Pret Salad
Better find a good deal for this evening
Shall leave Ana a message on Facebook
At Sketch…
He he, posting Sketch pics
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Thank you
ElleUK redesign
ElleUK redesign

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ElleUK redesign