CalStateMontereyBayCapstoneProposal

TRULYDIVINE
UrbanClothingandEcommerceWebsiteDesign

BrandonCole
CalStateMontereyBay
14May,2015
SchoolofInformationTechnologyandCommunicationDesign
CapstoneAdvisor:KevinCahill

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TableofContents

ExecutiveSummary.................................................................................................................2
Introduction/ProblemDescription........................................................................................2
BackgroundonProject...........................................................................................................2
ProblemDescription.....................................................................................................5
TargetAudience...........................................................................................................6
EnvironmentalScanorReviewofSimilarProjects..................................................7
SolutionDescription...............................................................................................................8
ProjectDescription......................................................................................................8
ProjectSolution............................................................................................................8
OtherPossibleSolutions...........................................................................................11
HowTrulyDivineisdifferentthanothersolutions..................................................11
Deliverables.................................................................................................................11
Methodology...........................................................................................................................12
Implementation..................................................................................................12
ChangesInProject................................................................................................13
TestingandEvaluation.................................................................................................13
Budget...................................................................................................................................14
Timeline.......................................................................................................................15
CollaborationStatement...................................................................................................15
FinalDocumentation.......................................................................................................16

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Abstract/ExecutiveSummary
Theworldoftechnologyhasrisentothepointwhereoursocietycandoalmostanything
ontheinternet.Peoplecannowgoshopping,gamble,banking,lookforjobs,sell
somethingorlaunchtheirownstores,andsoonandsoforthinthecomfortoftheirown
homes.Oneoftheleadingtrendsofonlineactivitiesisonlineshopping.71%ofinternet
usersvisitwebsitestopurchaseaproductand81%researchandpreviewproducts
priortopurchasing(infoplease.com).Theworldofecommercehavebecomeappealing
toalotofbusinessmindedpeopleandhascreatedaverycompetitivemarketplaceon
theinternetalone.Therearethousandsofwebsitesthepubliccanaccesstopurchase
goodsandallareincompetitionwitheachother.
TheentrepreneursofTrulyDivinesgoalisnottobebetterthanotherbusinesseswith
similarproducts,butsimplytobedifferent.Wethrivetoofferfreshcreativityand
unwaveringstaminaforthispassionofours,andensurethatwearebuildingalong
termcompetitiveadvantagebasedonaunique,differentbutrelevantandcompelling
offertoourconsumers.Inthiscompetitiveglobalmarketplace,ourobjectiveistocreate
productsthatwillgeneratevalueandwillallowforlongtermgrowth.TrulyDivines
ultimategoalisnottosellitsproductsalone,buttosellitscreativityalongwithitto
inspirethecommunity.Weareaimingtouseourtalentstoinfluenceourcommunityby
marketingtotheyouthsofVallejo(tostartoff,andnotlimitedto),andsendinga
messagethatthey,too,canachievetheirgoals,whateveritmaybe,iftheyhavethe
perseveranceanddrivetodoso.

Introduction/ProblemDescription

Backgroundonproject
TrulyDivineisaclothinglabelbasedofftheconceptsofZeustheGreekgod,and
GreekMythology,originatingfromVallejoCalifornia,thatutilizesanecommerce
website,allowingthepublictopurchaseuniqueclothing,atanaffordableprice,ina
reliableandconvenientenvironment.TrulyDivinessiteisusedforadvertisingand
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marketingoftheclothinglabel,alsomaintainingablogtoraiseawarenessandkeepup
withtheactivitiesofthecommunityofVallejo.Partialproceedsofthesitewillbe
donatedtotheOmegaBoys&GirlsClub,helpingfundtheircharitytocontinuemaking
apositiveimpactontheyouthoftheVallejocommunityandtogetthechancetospread
truedivinity.TrulyDivine(TD)isnotonlyaclothinglabelbutanidentitytoafamilyof
talentedindividualsincludingmyself,ofwhichistryingtosetanexampleandmakea
positiveinfluencetotheyouthofourcommunity.

ProblemDescription
Businessesfailallthetimebecausetheytrytosolveaproblemnobodyreallycares
about.Ifyouputyourideaorproductsoutthereandnobodybuysit,theresagood
chancethattheproblemyouaretryingtosolveistheprobleminitself,nottheaudience.
Weasagroupofentrepreneursaretryingtosolveproblemsthatnootherecommerce
businesseshavebeenabletosolve.
Asoftodayonlineshoppinghasbecomethenumberonetoolwhensearchingand
purchasingapparels.Asfornow,TrulyDivineisastartupclothinglabel,withnoin
storebusinessbackground.Myclientneedsanecommercesiteinordertosellhis
product.AsanonlineshopperIvisitclothingsitesoftentoshopforuniqueapparelandI
comeacrossissueswhendecidingtobuyclothingwhichincludesthefittingofthe
apparel,pricing/affordability,validityofthesiteandbrand,andmosttimesgenericness
oftheclothingandsite.
Asweallhavewitnessed,fittingoftheapparelusuallyisdemonstratedwitha
photographofamodelwearingthemerchandisewiththesizeprintedunderneath.In
somecasesthemodelphotomayalsoincludeagenericmeasurementchart,butwho
actuallyknowswhattheirmeasurementsare?Whenpurchasingapparelonline,the
consumermustconsiderwhetherornotthemerchandisewillactuallyfit,becausenotall
clothingismadetofitthesame.
Businessshouldalsokeepinmindaffordabilityand/orpricingforthetargetaudience
andthegeneralpublicbecausecostofthemerchandiseisalwaysamajorfactorwhen

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purchasingclothing.Somelabelsareveryuniquebutextremelyexpensive,yetthe
consumerwillstillbuythatlabelsmerchandisebecauseofitspopularity.Formost
eshoppers,findinguniqueclothingforthebestdealisidealisticbecausetheconsumer
canpurchasemoreforless.Shippingalsofallsintothiscategorybecauseitaddsa
disadvantagetoonlineshoppingwhenconsumerstypicallyhavetopayforit
themselves,especiallywhenabusinesseitherhasnoactualstoreoristoofartovisitin
person.
Validityofofthesiteandbrandisnotonlycomfortingbutalsonecessity.Validity
ofthesiteshouldmaketheconsumerfeelsafewhenvisiting.Nooneshouldcometoa
siteandworryifitisofficial.Asaconsumer,trustinasiteisadealbreaker.Ifaclothing
labelssitehasareputationofbadtransactions,theirbusinesscouldsufferdrastically.
Buildingaclothinglabelandframingitwithvalidity,credibility,andpositivereputation
willsuretomakeabusinesssuccessful.
Cheapmerchandiseisnotalwaysfavorableeither.Itcanbeagreatwaytoattract
consumersbuttheteamofTrulyDivinebelievesthatQualityiswayoverQuantity.It
happensmoreoftenthannotthatclothinglabelssellgenericclothingastheirprimary
product,meaningthematerialinwhichtheproductismadeofischeapandthedesign
oftheclothingcanbeboughtatanystore,makingitblandandunoriginal.Wewantto
deliverclothingthatsnotgoingtobreakourconsumerspockets,butclothingthatwill
possessvalueandadistinctoveralldesignthatwillattractourconsumersattention.

TargetAudience
OurtargetaudienceistheyouthofVallejoscommunityandplantoventureintoother
citiesoftheBayAreaandhopefullybecomeglobal.Wepredictthemostresponsewill
comefromtheages1026,whichwouldincludeyouthinelementarythroughcollege.
Althoughourprimarytargetisouryouths,weexpectallagegroupstofindinterestin
oursite,hopingwesparkcuriousorevenstrongsupportersofthecharitiesmentioned
earliertoalsotakeinterestinthesite.

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SinceTrulyDivinesmissionistotargetandinspiretheyouthsofourcommunity,we
keptinmindtheaffordabilityandtheaccessibilityoftheproducts.Foranyonewho
orderedlocally,theywillhavetheadvantageoffreedropoffs(within24hoursfrom
order)whichwillonlybeavailabletolocalresidents.Andforthosewhocouldntwait
toseethegreatnessofourproducts,theycansimplytakeadvantageofourpickup
systemwhichisavailabletoanyone.
Tosumitup,ourpurposeistocaptureamassofindividualsgreatlyinterestedina
uniquelyfunclothinglabelwhowerestartedandmanufacturedbytalentsrightintheir
owncityofVallejoCalifornia.

EnvironmentalScanorReviewofSimilarProjects
ThereareseveraldifferentsiteslikeTrulyDivine,whethertheybewellestablished
organizationsorwhatIliketocallundergroundlabelsthatmadeitbig,yetdontsellin
yourtypicalmallsandretailstores.StoresIvepersonallyshoppedandhavechosento
mentionwouldincludeH&M,21MEN,UrbanOutfitters,TheHundreds,andObey.
H&Mand21MENarebothpopularlabelslocatedinalmosteverymajorcityandmall,
allofwhicharerecognizedfortheiraffordablepricing,trendy,andurbanapparel.The
recurringproblemrecognizedineachofthesesitesarethesizeorfittingoftheapparel.
Letstaketheirtrousersforexample,astheslimandskinnydesignshavebecomea
dominatesize.Whilesomeonemayknowtheirinitialtrousersizes,somebrandsmay
haveacertainsizewithasmanyasfiveorsixdifferentfitsinthesameproductlineand
thesamewaistorinseamsize.Thesamecanbesaidfortheirshirtsandtorsowear.
Consumersnowhavetodecidebetweenextrasmalltoextralarge,whilethetorsowear
beslimfit,skinny,orbaggy.
ThenwehaveUrbanOutfitters(UO),apopularclothingbrandrecognizedfortheir
vintageandurbanclothingstyle,whoisnotlocatedinmostareas.UOhasaunique
styleoffunvintageclothing,yetchoosestooverpriceitsmerchandise.Althoughtheir
clearancesectionisdecent,thebulkofUOsclearanceapparelcontainsgeneric
clothing,likethatof21MENandH&M.Evenwiththegenericnessnoneofthesestores

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haveanoptiontoeditclothingbeyondchangingthecolorofthedesigneither,leaving
theconsumerstuckwithwhattheclothingbrandhastooffer.Whenchoosingwhatto
purchasefromclothinglabelstheconsumermaywanttovisittheactualstoreswhich
areusuallyaccessibletomostareas.Thesesitesarequitepopular,yetallthreeof
theseclothinglabelsinsomewaylackeitheruniqueness,fitofapparel,oroverall
affordability,astheyallsellgenericclothingwhichcouldbeinterchangeablebetween
thethreebrands.
TheHundreds,JohnnyCupcakes,andObeyClothingaregreatexamplesofuniquely
urbanclothingthatshowuniqueness,fun,andidentity,notjustasabrandbutasthe
familiesbehindthelabel.Givingtheconsumeratruefeelofwhatthecompanyisabout.

SolutionDescription
Theprojectisthedevelopmentofadynamicfunctioningecommercewebsiteformy
clientwhoisstartinghisownclothingbrand.Thissitewillmarketandsellproductatan
affordablepricethataccommodatesallconsumers,integratepaymentsystems,
videography,photography,socialmedia,andgivetheVallejocommunityavoice.
hopefullyinspiretheyouthofvallejotousetheirtalentstomakeadifferenceinour
communityhoweverthatis.Ahugepartofourprojectistoacknowledgethetalentsof
theVallejocommunityandbecomeapositiveinfluencefortheyouth.

GoalsoftheProject
OurultimategoalistoimprovethereputationofthecityofVallejo.Accordingto
Citydata.com,Vallejoisthethirdmostdangerouscityoutofallitsnearbycitieswhich
includeBenicia,Hercules,AmericanCanyon,Pinole,Martinez,Richmond,SanPablo,
andPleasantHill,withRichmondhavingthehighestcrimerateandSanPablojust
followingbehind.Andwiththecitysreputationdownhill,mostyouthswillsoonliveupto
itscitysreputation.OurgoalistosurroundtheyouthsofVallejoinspirationandawaken
themanypeopleofVallejowhohavebeenaffectedbythecitysdownfall.Oneofour
mostimportantobjectiveistoauthenticallycommunicateourpassiontoouraudience
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andtocommunicateitinsuchawaywhereitwillbenothingbutmagneticand
contagiousandthatiswhatweaimtodo.WithTrulyDivinesnearsuccessinthefuture,
itwillsurelyinfluenceourtargetaudienceinapositiveandexhilaratingwayandwith
hope,makethecityofVallejoproud.

WhyThisProjectIsTheSolution?
Thisprojectwillsolvetheproblemsofanecommercewebsitebyprovidingauniquely
funsite,withqualityapparel,atanaffordableprice,whichadherestotheconsumer's
personalneeds,inasafeonlineatmosphereforcustomerstopurchasemerchandise,
andsupportthelocalcommunity.Thisprojectwillsolveanumberoffactorincludingthe
fittingoftheclothing,validityandlegitimacy,affordability,andoriginalityanduniqueness
ofclothingthatmostsimilarbrandsdontpossess.
Thereareseveralsolutionstotheproblemsstatedabove.Asforthefittingofclothes,
wewillusevideographyofthemodelwearingtheclotheswhileinmotionorperforming
anactivitytoshowcaseourclothing.Zoominginandout,whilerotatingaroundthe
modelandtheproductgivingtheconsumerseveralindepthviewsofwhatitistheyare
tryingtobuy.Thisfeaturegivestheconsumeravisualdemonstrationofwhatthe
apparelwillbelikeinmotion,whichIbelievewillbemoreappealingandwillgivethe
viewersanideaofhowourproductsfitonanindividual.
Thecommunitysimportancewillbeobtainedbythemanufacturersopenlyexpressing
whotheyarebyallowinganewsfeedthatkeepsthecommunityuptodateonthenews
ofthelabelandofthecity.Thenewsfeedwillfeatureotherlocaltalentsofthecitywe
managedtocomeacross,forexamplerisingmusicartistthatmaybeperformingin
townthatwewereabletogetphotosandaquickinterviewfrom.Thenewsfeedwillbe
linkedtophotoandvideobasedsocialnetworkslikeInstagram,Snapchat,Yelp,and
Facebookaswellaspromotesales,orevenallowpreviouscustomerstotag
themselvesinaphotowearingourclothinglabelchosenfromoneofthethreelisted
earlier,togivetheconsumeravoiceandwritetheirreviewandopinionontheproduct.
LastlyitwilluseasecurepaymentmethodmostlikelythroughPaypal.Mentioned

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earlier,buildingaclothinglabelandframingitwithvalidity,credibility,andpositive
reputationwillinsureasuccessfulbusiness.
Affordabilityofpricingwillbehardbutdoablewhenwefindtherightcompanytomass
produceourclothing.Thewillsellourproductsatanaffordablepricerangebetween
$15to$22fortorsowearand$20to$32forpants.Theextratwoareincludedto
donatetotheOmegaBoysandGirlsClub,andwillbementioneduponpurchase,or
theycandonatehowevermuchtheywouldlikedirectlytotheorganization.Aswe
ventureoutinothercities,wewillmakeitsothatshippingwillnotbeasinconvenientfor
customersremotelylocatedtoourcorporateofficebygivingthemfreeshippingiftheir
purchasepriceisaboveacertainprice($50to$100).Forlocalcustomers,shipping
costwillnotbeahassleatallmainlybecausewewilldropoffourproductsinperson
whichwillincludeourteamvideographytakingvideosofthedeliverieswhichwillthen
bepostedonourwebsiteforadvertisingpurposesandtogivegreatervaliditytoour
clothinglabel.Thisprocesswillonceagaingivetheconsumerandcommunityafeelof
whoweareasapartoftheTrulyDivineFamily.
Notonlywillproductsbeaffordable,butofgoodqualityandofuniquelyfun,creative,
andoriginaldesign,NoGenericness.Ibelieveallofthesefeatureswillgivethe
communitysomethingfun,unique,andinsightfultocomebacktoandevensharewith
others,hopefullysomedayexpandingpastjustthecityofVallejo.

OtherPossibleSolutions
Possiblesolutionswouldinclude,inthenearfuture,openingourfirstofficiallocationin
Vallejowhichwillgiveourconsumerstheopportunitytoshopinpersonandpreviewthe
productsphysicallyratherthanpreviewingourproductsthroughourwebsite.Possible
partnershipswithnonprofitorganizationsandpartnershipswithhighschoolsinthe
VallejoUnifiedSchoolDistrictarealsosomeofourgoalswhichwillleadtousopening
upmorestoresinSanFrancisco,thenLosAngeles.

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HowIsTheProjectDifferent?
Whatmakesusdifferentfromotherprojects,istheconceptofusingourcreativityand
originalityasatooltocapturetheattentionoftheyouthcommunityofVallejoandyouths
allaroundtheworld.OurprojectiswellbeyondArtitisusingarttocapturesomething
exceedingmoneyandmaterialisticthingsandthatistoinfluenceourcommunityand
makeahugedifference.Wethrivenottobebetterthanotherexistingprojects,but
simplytobedifferent.Bybeingdifferent,itwouldmakeusirreplaceableandbeing
irreplaceableleadstogreaterloyaltyandloyaltyisgreaterthananyproductsthatare
betterandhasmorepopularitywhoareboundtoperishinthelongrun.

Deliverables
DeliverableswillincludeAfullyfunctionalecommercewebsite,currentlylocatedat
Trulydivineclothing.squarespace.comforthetimebeinguntilcopyright,anddomain
nameareproperlyadministrated.AhardcopyofthesitewillalsobeavailableonaCD
rom,includingentirecodeofsite.Anexampleoftheproductswillbeavailableatthe
presentation.

Methodology
ImplementationPlan

Theoveralldesignwillstartoffastraditionalhanddrawingsthenwillbedesignedin
AdobePhotoshop,Illustrator,whilelayoutswillbeperformedinIndesign.Iused
Squarespace,acontentmanagementsystem(CMS),aswellHMTL5,CSS3,JQuery,
andJavaScripttodevelopthewebsiteafterIfinishedwireframedesigns.Clothing
designsweremockedupinIllustratorandPhotoshop,thenwasmadebyaprivate
manufacturerbasedoutofVallejo,CA.Thefirstsampleswereusedtoadvertiseon
socialmediatogetfeedbackandwhetheritgainedapositiveratingbasedonitsstyle,
fit,design,andoveralllook.Dependingonthearrivalofcontent,thatwilldetermine
whenthewebsitewillbefinished.

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Theequipmentneededwillinclude:
Nikond3100
Canont1i
Photo/videoequipment
AdobeCreativeSuite
Fabric
Sewingequipment
MacbookPro
ContentManagementSystem
DomainName
SocialMedia

Expertise
Proficient:
AdobeIllustrator
AdobePhotoshop
AdobeIndesign
HTML
CSS

Intermediate
:
Javascript
Squarespace

NeedToLearn:
HTML5
CSS3
Javascript

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PHP
JQuery
Photography
Videography
Marketing

Inorderformetomakethisprojecthappen,Iwillneedtodoagoodamountofresearch
inotherformsofwebcodingandclothingdesignbecauseIdonothaveastrong
backgroundincoding,andwasnottaughtmuchofanythingbesidesasmallamountof
HTMLandCSS.IwillalsoneedhelpmanufacturingclothingasIhavenobackgroundat
allwiththatskill.

ChangesIntheProject
Thefirstofmanychangeswasthecontentmanagementsystem,fromDrupal7to
Squarespace.IexaminedseveraldifferentalternativestoDrupal,likeWordpress,
Shopify,andJoomla,allratedhigherincontentmanagementsystemsof2014.Isettled
onSquarespacebecauseitwouldbetheeasiesttomanageafteritishandedoverto
theclientfurtheralonginthefutureafterIteachhimtousetheCMSaccurately.
Theuseofvideographyhadtobecutoutofthewebsiteforthetimebeingbecauseof
thedelayinproductproduction,notallowingenoughtimetoaccommodateforthattime
needed.

TestingandEvaluation
Usabilitytestingincludedsurveytrialsbyvolunteerseverycodingmilestonereached.
Testingwillberanconstantlytoverifyfunctionalityofsite.Thisprojectwillneedtesting
intheseaccommodatingfeatures
Securepaymentmethods
Easynavigation
Abilitytoeditandrequestchangeinapparel

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SecureReturnpolicy
Connectiontosocialmediaandblog
Videolengthandimplementation
OverallcodingofsitethroughSquarespace
Thetestingofthesitewassimplefirstwestartedoffwithseveralmockdesigns,threeto
beexact.Iprintedthosemockupsandhadvariouspeopleexaminethedesignsofthe
mockup.fromthatfeedbackwewereabletochoosewhichdesignbestfitthelabeland
visuallyappealedtotheviewers.Thenextstageoftestingwentinthefirstphaseof
coding,whenIattemptedtoprogramthesiteinDrupal7.Issuesindesignelements
weredistastefulandtheecommercedevelopmentbecameoverwhelming.Explaining
theusageofDrupalwassimplytoomuchtolearnformyclient,whothenaskedifI
couldswitchtoanotherCMS.Thenextroundoftestingwasntimplementeduntilthe
sitewasfinishedtomakesurethesitesfunctionalitywasaccurate.Alsoforlastminute
adjustments.
Theevaluationcanbesummedupprettynicely,givenwhatIcameintocapstone
knowingIwasabletoaccomplishalotalthoughtherewasaconsiderableamountof
learningthatwasneededtocompletetheprojectIamproudofmyselfandwhatIhave
learned.Theprojectoverallwasasuccess,therearemoreaspectsIwilladdthemas
myknowledgeprogressesincoding.Mypersonalresourcesincludedthetalented
membersofTrulyDivine,whohelpedmewithproduction.Idesignedtheapparel,
designedanddevelopedthewebsite.JoseSanchez,founderofTrulyDivine,helped
withthedesignprocessoftheapparelandthelogo.XanderBrownourphotographer
producedphotographsforthesite.BrianWilliamsandStephenhelpednetworkand
marketourlabelandproducts.PatdelRosarioourseamstresshelpedmanufacturefirst
samplesapparel,andweusedvolunteermodelsincludingyoungmodelstoshowcase
ourdesigns.Variousstudentsandpeershelpedcodingandclothingdesignoutcomes.I
recievedcodinghelpfromseveralstudents,onlineresources,Google,randomforums,
andprofessorsfromCSUMB.

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Budget

Equipment

Price

Nikond3100

$499.95

Canont1i

$649.99

Photo/videoequipment

$130.00

AdobeCreativeSuite
Fabric
Sewingequipment

$1,899.00
$200.00
$50.00

MacbookPro

$1800.00

Shirtproduction

$200.00

Luckilywealreadyobtaineverythingbutthefabric,sewingmaterials,andphoto/video
equipment.Asofnow,weprobablyhaveabudgetofabout$400.00togeteverything
going.

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Timeline

CollaborationStatement
Thecollaborationofthegroupwentquitewellasweallhadthesamegoal,wedida
goodjoblisteningtoeachothersideas.ThedeadlinesIsetfortheothersinvolvedas
wellasJosewerealmostnevermet,althoughweworkedthingsouttheother
contributorsdidwhattheycouldtoaccommodateforthemishaps.Overallthegroup
workedwelltogetherwhichisvitalifthisverygroupwillcontinuetobuilduponthislabel.
FinalDocumentation
TheClientnowhasafullyfunctionalecommercewebsiteforhisbusinessneedsthesite
demonstratesthecodinglearnedinclassesthroughoutmyyearsattendingCSUMB.

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TheWebsitewasmockedupasanoriginalsketchscannedintoAdobeIllustrator,the
vectoredandredesignedtofitthedimensionsofacomputerscreensresolutionsize.
AfterthesitesfinaldesignwascreateditwasthentransferredtoAdobeIndesignto
correctlymanageandorganizetheorderofthesiteshierarchy.UsingSquarespaceas
mycontentmanagementsystem,Ichosebasetemplatetoactasmyskeletonformy
wireframe.ThelookandfunctionalityofthesitewasthenimplementedinAdobe
DreamweaverusingHTML3,CSS3,Jquery,andJavascript.Squarespaceusesplugins
toaccommodatethelegalizationsofcommercetransactions.Thesitelocatedat
Trulydivineclothing.squarespace.comiscurrentlyatemporarybeinghostedby
Squarespace,Joseisstillintheprocessofobtainingcopyrightownership,andstill
needstoobtainapermenantdomainname.

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