Website Review – Kaoa

As you know, my brand is Kaoa and she was born in Portugal. Among the products that the brand sells, we can find dresses, jumpsuits, bodys, tops, pants, coats, skirts, etc. Importantly, it’s an exclusively female brand.

On the other hand, with a personalized design, her website reflects the feminine, elegant and exclusive style of clothing. Furthermore, it transmits the formal and emotional tone of the brand that her consumers also have. For this reason,  the audience engage with the brand’s personality because Kaoa has a specific target and isn’t aimed to any type of public.

Positive points:

Firstly, as for the structure of the website, at first sight it’s a welcoming site because transmits her values based on formality and elegance through a white tonality combined with professional photographies and with high photographic quality and fashion models. It’s full of blanks spaces and there isn’t saturation of information. For this reason, it’s easy to read the page, to interact in it and represents very well the personality of the brand.

It’s a typical website inside the fashion world, especially because the clothes are modern. In the right top you can access to your personal account and you can see a basket in which there are accumulate the items that you want to buy. On the other hand, in the left top of the page we can see that the web is available in two languages: Portuguese and English, and can be purchased in 3 types of currency: Dollar, Euro and Reais.

Looking down, also it’s important to emphasize that the font and the photographies transmit peace and they are in harmony. Moreover, about the font, it’s used throughout the page and the capital letter is used to highlight the titles and to draw more attention. They combine the black color and the red color to highlight the options and the prices.

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Secondly, the main menu is very simple because it’s only made with three options: the home page, the contacts and the collection, which contains the different items or products that the brand sells. The website has a logical structure and an easy and clear navigation but there are some options that don’t offer too many help or information in them. Also, we can see the pictures of clothes in groups of three or one in one.

Furthermore, in the bottom-left corner are different options about delivery, terms and conditions of use, legal notice or other information about the brand. Also, we can find information about our orders, our credit slips or our vouchers. During you stay inside the home page, you can use a small arrow located in the bottom-right corner that takes you up the page quickly.

As we can see, the website has a minimalist and attractive design that facilitates the understanding to the client. This design is made by the ForDesign agency and there are the copyright statement at the bottom of the website. In adittion, there are many photographies that it grab and hold our attention because we can see the different products dressed by the models. Also, Kaoa uses these photographies as visual helps and as buttons in 3D to be able to accede directly to the page of the collection of clothes. The design transmits the main objective of the brand and her essence.

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Thirdly, the site uses this way to interact with the consumer for two reasons. The first is that it offers photographs and helps to expand the user’s knowledge about the brand. On the other hand, the most important is that it allows online shopping. This will satisfy the needs of the consumer, since you can see and buy the product that you want thanks to the website. About e-commerce, the purchase process is very simple and the user experience is valued positively. As on most pages, it’s necessary to create an account to make an online order.

On the other hand, in the bottom part, the website offers the possibility to subscribe for the newsletter accompanied by a direct access to different social networks like Instagram or Facebook, but they don’t have Twitter, Pinterest or Blog. In this case and in all the website, a new tab opens from the main web, and navigation isn’t lost. Also, there isn’t Plug-In share or social news feed news box. Finally, as a plus, we found that the page is optimized for mobile phones and iPads.

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Negative points:

The first negative point is about the help section and costumer service because it isn’t good and complete. They should have a specific section in which the different ones and more common FAQS were answered. If you have any doubts, you have to contact yourself across a message, therefore, it’s difficult to obtain an immediate answer.

As for the contact information, we only have the messenger service customer. On the other hand, we don’t know the address of the physical store because the opening is very recently and haven’t yet updated the website. But we also don’t know any other brand information such as the contact phone or a brief description of her history. They should fill the section “About us”, since it’s totally empty and because there are people who enter in the website through social networks and don’t know absolutely nothing about it.

Finally, another negative point is the absence of a search option. The products of Kaoa are named with proper names to be better distinguished. Therefore, consumers could make their purchase faster with a search option to find clothing by the name.

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Kaoa- Objectives and Conversions

Kaoa is a fashion brand that was born in Portugal.With a personalized design, Kaoa reflects the feminism, elegant and exclusive style of clothing. Nowadays, it doesn’t have any physical shop in Portugal. For this reason, their principal aims are based in increasing her online presence.

The brand must qualify constant to realize better his work and to offer increasingly and better services to her clients. Her principal aims are SELL, TALK AND IMPACT.

About the sales, one of KAOA’s aims is to send the promotions and information about the products to the costumers by means of the bank statements , from the bank statements of the credit cards, in order that they could give him use in the web. In all shops, the most important thing and the final aim it’s to sell more.

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Kaoa is a present brand only in Instagram and Facebook. Obviously, this brand should increase her presence and her impact in Internet to increase sales. For example, using other social networks as Twitter, Pinterest or Blog. Also, is important to increase in 40% her presence in Instagram in the next 4 months with more posts and images because now it’s one of the most important social networks on the market. We can observe that Instagram is the social network in which they have more followers with a total of 151.000 .Furthermore, Kaoa wants to obtain more followers in these two social networks.

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Also, the brand will realize an attention personalized by means of the chat in his website. It’s important to have the aim to increase the advice to the clients in the orders, by means of messages route website or with a style advisor that the own shop puts to our disposition. This way we will be able to satisfy their needs and the brand will be able to know which are the tastes of their costumers with the online contact.

They will have to realize a labor of sale and promotion, as well as realize a persuasive communication on the offer designed to catch and to attract new costumers.  

SERVE:

Kaoa is a brand of clothes, which puts to our disposition new clothes every X time, For this reason, she has to promote her innovations and the new trends before the sale and continue doing it later.

For it, Kaoa will use massive means of advertising like the magazines or newspapers. Thanks to this, beside promoting her clothes, they will create a knowledge of brand, a positioning and a differentiation of the brand in the market. In addition, by means of the magazines they will be able to come to another type of target because it isn’t a question of social networks and it’s possible to come to this public who doesn’t use Internet.

On the other hand, there neither exists the aim to use bigger digital media as the television because Kaoa isn’t a big brand and doesn’t have sufficient budget.

REACH:

The brand wants to increase the number of unique visitors by 30% in the next 3 months and also the number of visits in the website by 60% in the next 3 months. Also it should increase her influencer contacts to do more traffic. For this, they have different alternatives:

To increase his global knowledge in the fashion industry,  one of his aims is to realize events in which the best influencers or bloggers could take part. The choice of a blogger is very important to transmit the values of the brand and in order that the costumers meet identified with Kaoa. The event will be promoted in Instagram and Facebook.

Another alternative is to promote more and increase in 30% her collaborations with influencers in the next 2 months. Many of them share photos on the social networks with Kaoa’s clothes. It’s a good way of promoting his social engagement and the number of active costumers, reviews, satisfaction, etc.

About conversions:

Between her priority interests and objectives and her aims of Marketing the brand wants to promote and to achieve more conversions. To obtain it, Kaoa use different technologies, for example, Internet is her better ally:

1- To do an order by means of the website

2- Suscribe to the newsletter

3- To create a user’s account in the website of the brand

4- To have followers in the social networks like Instagram or Facebook

 

By Júlia Llopis

Audience analysis for Kaoâ

About my brand:

Kaoa is a fashion brand that was born in Portugal. Currently, it only has a store in Oporto. With a personalized design, the brand reflects the feminism, elegant and exclusive style of clothing. Among the products that the brand sells, we can find dresses, jumpsuits, bodys, tops, pants, coats, skirts, etc. Importantly, it’s an exclusively female brand.

About the e-commerce brand, the buying process is very simple and easy and I value positively my experience with this brand. On the other hand, Kaoa send orders worldwide and her social networks are Instagram and Facebook.

We can observe that Instagram is the social network in which they have more followers with a total of 151.000 . Between his followers they stand out bloggers and influencers as Jessica Goicoechea.

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About costumers:

Firtsly, our target audience are girls between 18 and 40 years old with a medium-hight purchasing power. Usually are portuguese girls but however, can also are girls from other countries especially spanish girls.

The target group lives in Oporto and Lisbon and they are divided into two groups:

On the one hand, the girls who still go to university tend to study something related to art like architecture or something related to fashion and events like Public Relations or fashion design. Many of these girls have as hobby the modeling. Other hobbies that they share are photography, wanderlust and healthy food.

On the other hand, if they are girls with more than 25 years, they will be employed at something related to the renowned studies previously or at something related to her image because it’s an elegant clothing.

In addition, they are very sociable, funny girls and they like to go out to take something in the nights with her friends or to come to exclusive events like Vogue. Others of her interests are to see series as Gossip Girl and if it can be in English to improve his language. Undoubtedly, his favorite movie is Sex in New York.

Finally, they don’t like to read books, only if they are romantic novels. They prefer to read fashionable magazines like Vogue or Elle in which they can take references to her looks. In addition, they like to be going to take something with friends in the most fashionable bars of the city and also to listen to pop music as Beyoncé
One of their clients is Catalina:

Catalina is 24 years old and lives in Lisbon. Kaoa is one of her favorite shops. Nowadays, she devotes himself to the modelaje and studies architecture.

In her free time he likes to go out with friends or to go to shopping. Her favorite brands of clothes are Channel, Zara, Victoria’s Secret…She likes to read magazines like Vogue, Elle, Telva and others. She loves sushi, pizza and coffe but however, she likes healthy lifestyle and she’s going to run every day. Her favorite film is Sex in New York.

To finish, it should be said that, she’s a very sociable person and one of the things that more she likes to do in the life is to travel. She tries to travel when she has vacations because she’s charmed with discovering world. She likes especially the beach destinations

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Júlia Llopis