Creative Brief : Online Thrift Shopping

Creative Brief

1) What is our challenge?
The challenge is to create a website that caters to thrift shoppers. The site itself would offer thrift items but it is also possible for users to post their own items to swap or sell with other customers.

2) Who is the target audience?

Anyone that is interested in thrift shopping and bargain hunting. Yet, the site itself will more than likely have items that are of more interest to women.

3) What does the audience currently think about the brand or group?

Thrift shopping is not entirely popular in the U.S. But there are a good amount of people who enjoy bargain hunting for antiques and clothing. Specifically fashionistas and collectors. There are also those that just enjoy finding good deals.

4) What would we like the target to think and feel?

Seeing how there will be two main ways of selling, those done by the internet owner and that of the customers, I was thinking of having the internet sell things that were of higher quality and rarity. This would attract collectors who are willing to spend money on rare items. As for the customer selling I was thinking of creating a more blogger like and personal shopping experience in which prices varied as well as items.

5) Which facts, evidence, or thoughts will assist in this change of thinking? How can we support our proposition?

I think thrift shoppers would enjoy being able to bargain hunt from the comfort of their home. There are many who prefer going to the store and buying the pieces themselves but sometimes its nice to shop from the computer when you may not have time to go to the store. This is entirely beneficial and relevant to our society today which has become more focused on online buying.

6) What is the brand essence?

In reality I want the brand to have two different feelings. From the website provided items I want the audience to know that they can automatically buy items that they know are of good quality. As for the customer selling I think this will allow those people who like to bargain the opportunity to do so through the site.

7) What is the key emotion that will build a relationship with the core audience?

I think trust and thrill. Trust in the company providing great products. Thrill from being able to trade and bargain products with other users.

8) What media will best facilitate our goal?
Targeting social media sites such as facebook, twitter and other cables will help spread the word for this campaign. We can possibly work with companies whose products we sell by having them promote the store and giving discounts to those who are referred by them.

9) What are the most critical elements? What is the budget?

Critical elements in this campaign are to create trust within the customer that they can receive quality products but also great deals just like in the thrift stores.

10) What is the single most important takeaway?

I want the customer to feel comfortable shopping online for great thrift store deals. Whether it is finding something affordable or something rare.

11) What do we want the audience to do?
I would like for the audience to interact with one another in order to sell their own products or trade. For those who are looking for more quality and rarity the site can provided them with that trust that their product will be just that if they buy it through the sites stock.