ChillchiC is a perfect combination of a fashion community and an e-commerce site. Street snaps are sophisticatedly categorized which will give users a comprehensive and quality idea of how to dress up for different purposes.

Problem
• 49.3% of interviewees (Topic: Reasons for Purchase, Euromonitor International, 2014) are confused about what to wear for particular occasions, especially for those with a specific dress code (business formal, smart cause, cocktail attire etc.). They still have not found an effective way to solve the fashion confusion.
• People increasingly concern about convenient when shopping. A study shows that people generally find shopping is troublesome because of some in-store shopping inhibitors (long lines, too much traffic, slow checkout etc.). However, there is a lack of a one-stop service.

Solution
• ChillchiC categories photos by different themes. The themes include locations, events, dress codes etc. For example, under the ‘dress codes’ theme, customers have many different dress codes to choose from, such as black tie, white tie, cocktail attire, etc. We provide one-stop service where users can purchase items from us with a lower price.
• A well-integrated database is built to compute smart solution for our customers for giving them better suggestions, and smartly insert advertisement.
• The ‘Virtual Fitting Room’ with Virtual Reality technology where users can try on items in different occasion virtually to feel that whether the item is fit.
• A special section called ‘Fad Nuts’ is created for users sharing their own street snaps and fashion tips to develop the ‘accumulative blogger pool’.

Target customer
• Age: age between 20 and 39-year age
• Income: middle class
• Occupation: students, white-collar worker and fashion professionals, such as photographers, fashion designers, bloggers, models, musicians, and stylists.

Go-to-market strategy
ChilchiC goes to the market by cooperating with fashion bloggers because they have huge influence in social medias and could lead in users. Holding competitions for student designers can boost brand awareness among young people and generate the potential talent pool, which is also the preparation for our own brand for further development.