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Dappa Apparel [SMART 100, 2015]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

We were on holiday together, admiring the clothes we each brought, and how we were very different to everyone else. We knew most Aussie guys really needed help with fashion, and we saw we were equally passionate about it. So we came up with a great idea to help them, not only bringing them style, but also a great sense of confidence and happiness that everyone deserves on a daily basis.

2. WHAT & HOW

The purpose of this innovation is to…

…bring effortless confidence and style to all men of Australia, through an online fashion subscription service, that brings personalised and unique clothes to their door every month for a great price. Now Aussie men never have to shop again!

It does this by…

…acting as a digital network of all the local fashion boutiques and retailers in the area, to bring each man clothes that suit his dynamic needs and lifestyle every month. Each member provides their measurements and style preferences at signup, then our stylists start to build their wardrobe, with members previewing and controlling their items on the Dappa App.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

…the closest thing to this service was a personal shopper. They were expensive, required the man to be there, try things on, and generally waste time shopping. We provide our unique styling service with a wider net of clothes to select from, support local retailers, and continually build their wardrobe while they sleep, all for a fraction of the cost.

Its various benefits to the customer/end-user include…

…effortless convenience, unique and personalised style, all at their fingertips, but most importantly: that new-outfit, feel-like-a-million-bucks feeling, every single month.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…a personal shopper that only the wealthy could afford. Everyone deserves to feel happy and confident in the way they look, and they should celebrate their own style and personal brand. We’re just making that really easy for them.

Its predecessors/competitors include…

…a personal shopper, or buying their clothes online, spending hours, not knowing if things will fit, costly shipping rates, and general agony. We want the Dappa experience to be insanely good for all our members, and our employees, and partners.

Image from dappa.com
Image from dappa.com

5. TARGET MARKET

It is made for…

…our target market is Australian men aged 21-39, but we wouldn’t turn anyone away who wanted a bit of extra style.

It is available for sale through…

dappaonline.com, Facebook, and the DappaApp, with intended launch in September 2015.

Our marketing strategy is to…

…play to our strengths in social media marketing, largely Facebook and Instagram, specifically video marketing. We’ll show not only how the concept can help our audience, but the great experience our customers repeatedly have with us, and the huge priority we place on great company culture and joyful lifestyle.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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