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Amex Fashion Program

Renata Mann
Renata Mann

The document proposes building an interactive Amex platform to connect the fashion industry and consumers. It would empower emerging designers and give consumers access through "Style Tribes" that offer communal clothing access and events. Tribes would be led by influencers and allow members to borrow and experience curated wardrobes. The platform would provide tools for members to cultivate their personal style, take inspiration from designers, and receive advice from concierge stylists. The goal is to help people craft their style while supporting emerging fashion talent.

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AMEX FASHION THE FUTURE OF FASHION IS STYLE GUMBOLIVE PLATFORM BUILD-OUT
AMEX FASHION - STAGE 1 Build an interactive always-on Amex platform to revolutionize the fashion industry. Strategy: Build an Amex platform in partnership with MADE and CFDA that empowers emerging designers while giving consumers access to the industry. Connect the business of fashion with the practice of style: identify the wants and needs of stakeholders, find connections between them, then ways to meet the needs of all parties. WANTS/NEEDS LIST: FASHION IND. STAKEHOLDERS Practice of Style: FASHION FUTURISTS I want the ability to play dress up. I want a story behind my style. I want to get more out of my existing wardrobe. I want to inspire others with my style. I want to feel connected to my favorite designers and influencers. I want my dream wardrobe/closet. I want a constant stream of new style inspiration. I want my style to express my story to others. When I have clear specific wants, I want easier, faster ways to find it. I want a bold vision of the future of fashion that I can see myself within. I want more opportunities to REALLY craft my personal style. Business of Fashion: (some wants/needs overlap various stakeholders) DESIGNERS I want innovative, brand relevant ways to gain exposure for less. I need people passionate about my brand working with me. I want to create a community around my brand. I want the story of my brand amplified and told through my customers/fans. RETAILERS I want to offer a deeper way for consumers to experience the brands I stock. I want to reach my customers through a strong physical and digital presence. I want to give people a reason to fall back in love with (non-web) shopping. I want to be more than a store, I want to offer carefully curated experience. INFLUENCERS/VISIONARIES I want to attract a community that shares my vision of the future of fashion. I want to influence and inspire expression of personal style. I want to create conversations around new ideas in fashion/style.
AMEX FASHIONTHE FUTURE OF FASHION IS STYLEPartner with emerging designers, CFDA, MADE and American Express (service and access) to help people build their own brand and style. STYLE TRIBESCOMMUNITY & ACCESS Traveling wardrobe Communal closetsCONCIERGE STYLISTSERVICE & ADVICE Digital closet Network of makers Marketplace of artifactsPARTIESCOMMUNITY & ACCESS Style celebration parties Exclusive to Style Tribe & Amex membership UnstagedINSPIRATIONSERVICE & COMMUNICATION Stunts to generate curiosity Share through mediaCURATINGPERSONAL STYLE WITH EMERGING DESIGNERSSOCIAL MEETUPSCOMMUNITY & ACCESS Designer curated events Clothing swaps Sew-a-thons Intern for a day
AMEX FASHION - STAGE 2 Helping people cultivate their style in concert with emerging talent in Fashion.
Style Tribes evolve and multiply as seasons progress, allowing new trends and leaders to emerge into the space. Travelling Wardrobe Club: Join by style tribe and receive a new wardrobe every season to try out and wear. Wardrobes are curated by famous established designers and tribe leaders, featuring a mix relevant pieces and price points. Communal Closets feature curated collections that registered tribe members can borrow pieces from with an option to buy.
Tribe leaders are influential emerging individuals in the fashion industry (designers, bloggers, stylists, boutique owners) with an established following. Events: Amex sponsored High Style Parties at fashion week include runway shows, live music, and celebrity guests. Local/Ongoing events: intern for a day collaborative work events, sew-a- thons with designers, clothing swaps, and sample sales.
Concierge offers style curating tools, interactive advice and input from tribe leaders. Digital Closet: Create, view, share and manage your digital wardrobe. Save favorite outfits, share closets with fellow tribe members, save items in a wish list that connects with online retailers. Digital Closet is launched using closets of the tribe leaders, inspiring people to use the tool.
Collaborate with established designers and artists to use Amex media to inspire Fashion Futurists and style enthusiasts.

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Amex Fashion Program

  • 1. AMEX FASHION THE FUTURE OF FASHION IS STYLE GUMBOLIVE PLATFORM BUILD-OUT
  • 2. AMEX FASHION - STAGE 1 Build an interactive always-on Amex platform to revolutionize the fashion industry. Strategy: Build an Amex platform in partnership with MADE and CFDA that empowers emerging designers while giving consumers access to the industry. Connect the business of fashion with the practice of style: identify the wants and needs of stakeholders, find connections between them, then ways to meet the needs of all parties. WANTS/NEEDS LIST: FASHION IND. STAKEHOLDERS Practice of Style: FASHION FUTURISTS I want the ability to play dress up. I want a story behind my style. I want to get more out of my existing wardrobe. I want to inspire others with my style. I want to feel connected to my favorite designers and influencers. I want my dream wardrobe/closet. I want a constant stream of new style inspiration. I want my style to express my story to others. When I have clear specific wants, I want easier, faster ways to find it. I want a bold vision of the future of fashion that I can see myself within. I want more opportunities to REALLY craft my personal style. Business of Fashion: (some wants/needs overlap various stakeholders) DESIGNERS I want innovative, brand relevant ways to gain exposure for less. I need people passionate about my brand working with me. I want to create a community around my brand. I want the story of my brand amplified and told through my customers/fans. RETAILERS I want to offer a deeper way for consumers to experience the brands I stock. I want to reach my customers through a strong physical and digital presence. I want to give people a reason to fall back in love with (non-web) shopping. I want to be more than a store, I want to offer carefully curated experience. INFLUENCERS/VISIONARIES I want to attract a community that shares my vision of the future of fashion. I want to influence and inspire expression of personal style. I want to create conversations around new ideas in fashion/style.
  • 3. AMEX FASHIONTHE FUTURE OF FASHION IS STYLEPartner with emerging designers, CFDA, MADE and American Express (service and access) to help people build their own brand and style. STYLE TRIBESCOMMUNITY & ACCESS Traveling wardrobe Communal closetsCONCIERGE STYLISTSERVICE & ADVICE Digital closet Network of makers Marketplace of artifactsPARTIESCOMMUNITY & ACCESS Style celebration parties Exclusive to Style Tribe & Amex membership UnstagedINSPIRATIONSERVICE & COMMUNICATION Stunts to generate curiosity Share through mediaCURATINGPERSONAL STYLE WITH EMERGING DESIGNERSSOCIAL MEETUPSCOMMUNITY & ACCESS Designer curated events Clothing swaps Sew-a-thons Intern for a day
  • 4. AMEX FASHION - STAGE 2 Helping people cultivate their style in concert with emerging talent in Fashion.
  • 5. Style Tribes evolve and multiply as seasons progress, allowing new trends and leaders to emerge into the space. Travelling Wardrobe Club: Join by style tribe and receive a new wardrobe every season to try out and wear. Wardrobes are curated by famous established designers and tribe leaders, featuring a mix relevant pieces and price points. Communal Closets feature curated collections that registered tribe members can borrow pieces from with an option to buy.
  • 6. Tribe leaders are influential emerging individuals in the fashion industry (designers, bloggers, stylists, boutique owners) with an established following. Events: Amex sponsored High Style Parties at fashion week include runway shows, live music, and celebrity guests. Local/Ongoing events: intern for a day collaborative work events, sew-a- thons with designers, clothing swaps, and sample sales.
  • 7. Concierge offers style curating tools, interactive advice and input from tribe leaders. Digital Closet: Create, view, share and manage your digital wardrobe. Save favorite outfits, share closets with fellow tribe members, save items in a wish list that connects with online retailers. Digital Closet is launched using closets of the tribe leaders, inspiring people to use the tool.
  • 8. Collaborate with established designers and artists to use Amex media to inspire Fashion Futurists and style enthusiasts.