FashionPlaytes Market Research

Confidential © 2013 Confidential © 2013

FashionPlaytes, Inc.

Market Research Capabilities


Agenda

Ø  About FashionPlaytes

Ø  Tweens

Ø  Mobile

Ø  Gamified Data Collection

Ø  Moms

Ø  Teens

Confidential © 2013

What is FashionPlaytes?

Confidential © 2013 *Adweek, June 2012, “The Tween Machine”

FashionPlaytes is the creator of FPgirl.com, the online fashion & style experience where girls are designers and set the trends. Focused on the next generation of consumers, FP merges content, commerce & community. Girls create cool custom clothing, crowd-source designs & share insights about what it’s like to be a girl in today’s world. FP has over 1,000,000 designers with an incredibly active & engaged tween community on our parent-approved, COPPA-compliant site. They love sharing their opinions and want their voices to be heard.


Dean Wiltse Chairman & CEO

Sarah McIlroy Founder


Dana Stanley VP of Research



FPgirl is the Ultimate Tween Experience


Content, Commerce, Community


Rich Experience Moderated Community Interaction & Frequently Refreshed Content


Covering All Things Girl Our Girls Love to Talk About Everything Relevant to Them


We Ask: They Answer What Questions Would You Like to Ask?

Confidential © 2013 10

Club Z is an unprecedented online community where we can communicate with tween girls directly. COPPA-compliant. Verifiable parental consent. Birth date. Home address. Club Z is a subset of our larger FPgirl community. Research interactions can be on any topic, not just fashion. Highly responsive, response rates in the ‘40s.


Parents have given permission for us to contact their girls directly. We have earned their trust, and they have given verifiable permission in one of four ways: credit card, driver’s license, SSN or printed form.

Verifiable Parental Consent


Rewards Relevant Incentives


10166

0

2000

4000

6000

8000

10000

12000

10/30/13

Community Size


119

469

1109

1605 1631 1581 1347

702

310 143 66 36

0 200 400 600 800

1000 1200 1400 1600 1800

6 7 8 9 10 11 12 13 14 15 16 17

Age




Mobile Application


Mobile Integrations

Mobile surveys, mobile qualtative, mobile ethnography, mobile panels, robust question types

Integrated rewards across website and mobile application, across research and non-research activities.









Gamified Data Collection




Launched to Our List of Hundreds of Thousands of Moms of FPgirls.

USA

Must have at least 1 child ages 0 to 17 living in the household. Response rates in the ‘30s.

Profiling: Age, Marital Status, Number of Kids, Age and Gender of Kids, Pregnancy, Zip Code, Employment Status, Technology Devices Owned, Social Media Usage, Cable/Satellite TV, Products Bought Online

FPmom Gives Moms the Chance to Share Their Voice


12,701

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

10/30/13

Community Size


1654 1541

4071

2074

1408 1411

0

500

1000

1500

2000

2500

3000

3500

4000

4500

girls 0-5 boys 0-5 girls 6-12 boys 6-12 girls 13-17 boys 13-17

Please enter the gender and age of each child under 18 living in your household.


We have thousands of teens who “age out” from our site but continue to visit us. We intend to build more traffic among teens, will require major campaign because they are a very different population. Currently estimated mid-2014. Timeline and path for development will depend on client interest.

Teens


How We Could Help

•  “FunBox” In-Home Usage Test •  Mobile ethnography among kids •  Mobile diary study of kids •  Mobile qualitative with kids •  Mobile survey of kids •  Gamified experience for kids •  Online survey of kids or moms •  Online qualitative of moms or

kids •  Syndicated study of kids or moms •  Custom panel


Thank You! Dana Stanley

Vice President of Research 207-939-2259

[email protected]

FashionPlaytes Market Research

Marketing

moms custom panel confidential

kids mobile survey of

kids online survey of

mobile panels

mobile qualtative

mobile applicationconfidential

gender of kids

tween girls