INTENT:
The intent of the website is to not only sell clothing but to be a representation of what the brand offers. It creates a style that people want to achieve.
VOICE:
The website is clean, minimal and simplistic, it has singular images at a time, it doesn’t saturate you with a multitude of content, it showcases the clothes one by one, so the viewer has a clear sense of each item that they are seeing. The website uses clean menu options, making it user friendly and accessible by anyone. A wide target audience.
TONE:
I find the tone of the website to be very straight forward and simple. It doesn’t beat around the bush. Nothing flowery or too detailed. It concise and gets the general message across.
BRAND:
The brand showcases how each individual garment is unique as it only has one image of the garment rolling at a time. It a brand that fuses both masculine and feminine qualities. It is upscale and focuses on the design.
PERSONAS:
Stylist
Anita Laurel, a Stylist, would look through the few images of the home page to get a brief understanding of what the most recent collection color palette or sillouettes are. She would then look through its contents and first pick the collections tab. She would not only go through the most current season but also past seasons to search for pieces that would fit her client’s style. Anita also goes on their News tab which directs it to a twitter link to see if any of her favorite outfits by Margiela have been worn by other celebrities yet.
Buyer
Reese Fan is a Buyer at Neiman Marcus and is preparing quickly to go see Maison Margiela’s new Spring Summer 2017 collection in house. The newest season has not been released so she is getting a sneak peek to request certain pieces to be made for Neiman Marcus customers.
Curator
Ron Chan is the assistant curator for the next MET Gala. He is looking for certain pieces that would best represent its upcoming theme. He reads the about section to learn more about Margiela’s design statement. He goes through all the collections to document which pieces would be appropriate candidates for the gala.
WIREFRAME:
COPY DECK:
Title: Maison Margiela Paris
COMPETITION:
A competitor of Margiela would be Yohji Yamamoto. The competitors website has colorful image filling the screen as the home page. With white fonts on the center of the page. I find this interesting because most of Yamamoto’s garments are black simple silhouettes. He is known for his avant-garde taste and including Japanese design aesthetics. The voice and tone of his work is normally dark but his website home page appears to be bright and colorful. His website has much more text and uses one domain throughout which is something I believe maisonmargiela.com lacks.