Schway

Schway is a rich media web application that enables people to interact with fashion products. It offers a series of interactive touchpoints on the user's screen to catch the attention and produce a positive response.
Schway is delivered as an account-managed, outfit configuration service to fashion designers, brands, boutiques, online magazines and blogs to improve the online shopping experience through engagement and creativity.
The user experience design provides an active participation between consumers and brands by enabling consumers to model, arrange, save and purchase complete outfits, allowing well-informed and accurate purchasing decisions. Brands receive data reports of consumer behaviour, specifically regarding pre purchase decision-making.
Features include an intelligent layering process, automatic updating and scaling, creating and saving of favourite combinations; recommendations from stylists, zoom, rotate and undo functions as well as the most popular user-generated content and in-built messaging.
History
Schway Ltd, formerly the Creative Collective, was incorporated in UK in November 2005.
In April 2009, the company notably received a position in the Online Fashion 100 list. "A list of inspirational, interesting and influential people in the online fashion industry."
The concept of the application owes much to the popular pastime of cutting paper images of garments to dress a paper mannequin - paper dolls. Using Web 2.0 technology, the company has created a commercial version of this activity and made it available to fashion retailers, publishers and end users.
Structure
The Schway web application is structured as a multitier application. A GUI is the first tier, an engine using dynamic Web content technology is the middle tier and a database is the third tier. The GUI or Web browser sends requests to the middle tier, which services them by making queries and updates against the database, generating a user interface.
Written using Adobe Creative Suite 3 (CS3), point and click product assortment intelligence is used (as opposed to drag and drop) in real-time, enhancing the user experience and engaging consumers in a more immediate and interactive experience.
The database uses a MySQL engine and is coded in SQL. Communications between the application and database is in PHP5 and XML formats
Data capture
Engagement metrics are recorded according to key brand touch-points such as interaction rates, install rates and clicks through to product information as well as:
*dwell time
*number of items viewed
*item types and colours viewed
*percentage of items viewed
*percentage of items saved
*number of items posted online
*most popular user generated combinations of items
This data is reported by:
*time period
*financial period
*fashion season
*retailer

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