Competitors

Here are a few of Asher and Abrams major competing brands in the action sports/urban wear clothing market:

O'Neill - oneill.com
RVCA - rvca.com
Ambiguous - ambig.com
Jedidian - jedidiahusa.com

Site Map

Personas

Persona 1 – Surfer/Wakeboarder

Mike Stanly

College Student

"The internet allows me to get the freshest gear even if there aren’t any stores near me."

Age: 21

Residence: San Diego, CA

Internet Experience: Moderate

Primary Uses: Banking, Email, Facebook, Twitter, and purchasing new clothes and gear for surfing and wakeboarding.

Favorite sites: Twitter, Facebook, Karmaloop, Jacksthreads, and Surfermagazine.

Average time online: 3 hours a day

Profile

Mike was born and raised in San Diego, California in a family of five. He is the oldest of the three boys and attends San Diego State University. Mike is currently studying Art and Design and spends most of his free time at the beach improving his surfing skills. He enjoys entering amateur surf and wakeboard competitions outside of his homework.

He uses the internet often times to look up the newest clothing and gear for his surfing and wakeboarding hobbies. This allows Mike to get all of the newest things regardless of the stores location. He is on his iphone a majority of the day at school and checks out different competitions coming up and passes time checking out clothing websites while he’s in class.

Mike’s currently preparing for the upcoming summer season and is looking for a pair of new boardshorts and some new graphic tee’s. He was searching on Jackthreads and saw a special on some Asher and Abram tee’s that he hadn’t seen before. He was interested and found the Asher and Abram website and started to browse their gear.

Persona 1 - Musician

Kyle Marcs

Vocalist/guitarist

"The internet allows my band to book shows, update our website, and keep up on the latest trends in clothing. We are on the stage every week and need to keep our image up with new clothes."

  

Age: 26

Residence: New York, New York

Internet Experience: Moderate

Primary Uses: Sending emails, booking gigs, searching for new clothes, reading the news, socializing with friends, twitter

Average daily internet usage: 4 hours

Profile

Kyle graduated from University of Chicago in 2007 with a degree in music engineering. He moved to NYC with his band, Bluelight Force, an up and coming breakthrough in the Alternative/pop genre. He has collaborated with some great producers in the city and they have been getting a lot of buzz from the fans and local music magazines lately.

As the lead singer of Bluelight Force, eyes are constantly on Brad and his image. In the music industry, your image is almost as important as your voice. Many times fans will want to dress like you and wear the same things as you. Brad has always had an interest in simple graphic tees with an occasional hoody over top, while wearing a hat and jeans. He likes the casual look and enjoys a comfortable tee while on stage.  Not only is it a good look for the stage and coincides with the music, but he doesn’t have to change before hitting the streets for a few drinks after a late show.

Kyle doesn’t have much time to go to stores to get his clothes and likes to mix up the types of tees he wears. He was searching google for new graphic tees and came across Asher and Abram and liked their style. He continued to browse the site and found a few hats that he wanted to wear as well.

Rough Quarter Outline

Research (competitors and expectancies) Personas - 4/18

Site Map - 4/25

Concept and Multiple Designs - 5/9

Usability Testing (testing out designs and choosing a final direction) - 5/16

Final Design with supporting pages - 6/6