SWOT

Strengths

• Interactive: Our research has shown, consumers are becoming increasingly hyperconnected- regardless of their confidence level, consumers still highly value the opinion of others (whether these be experts or just family and friends). The Curate website, and for paying members, the online community will provide this level of interaction.
• Accessible: The Curate service will be accessible to a wide audience; the filter system and website navigation in addition to expert help (e.g webinars) makes the entire process easy even for the novice. 
• Environmentally Friendly: Curate addresses one of the main concerns found in our research; the vast amount of fabric wastage in normal pattern books. Curate is different; its ring bind allows users to mix and match fabrics saving them buying ones they don't want/need in addition with the 'trade a swatch' service allowing them to trade in old swatches to be recycled for a 'money off' incentive. 
• Shareable: Our research concluded that consumers demand a certain  level of reassurance from their peers, especially when the purchase is expensive. The website will allow consumers to share their concepts through the community. 
• Brand Affiliation- affiliating curate with brands will serve as a source of revenue- click throughs to website etc. 

Weaknesses

• Extra Cost? Some consumers may feel buying a pattern book is a costly alternative to simply borrowing them from interior shops or buying the odd swatch. 
• Digital Concerns: Despite having an interest in pattern books and interiors, some consumers maybe lack the digital 'know how' to use the service. 
• Damaging to Designers? The concept of consumers as curators may lead to interior designers feeling increasingly 'defunct', this will be problematic when hiring experts for webinar's and advice articles in look book. 
• Something new: some consumers may feel uncomfortable trying a new service when the pattern book has been in the same format for so long. 

Opportunities

• Soft Furnishing Collaboration: The website could offer other accessories, such as curtain tassles, allowing the consumer create a full picture of what their new room will look like.4-6 years
• New Talent: It could be a platform for showcasing new textile designers.1-2 years
• Competition: consumers can enter their book into a competition- this will raise awareness about curate. 1+ ongoing 
• Branded Content; brands could create advitorials and can set consumer competitions. This raises the profiles of both the brand and curate. 3-4 years

Threats

• Technological: Some people find the website a great tool, but may want that personal interaction of going into a shop for advice. They may feel out of touch using a website on their own. 
• The Touch stigma; some consumers may feel that even in the early stages of choosing a fabric- you will always need to touch.
• Unique for a limited time? brands will soon catch on and curate will face competition in the market and will have to re-strategies in order to stay on top. 
• Unpredictable costs of Materials: prices of fabric could rise or fall over time
• Customisation Trend; the demand for this may change over time- its popular now, but in a few years it may just be something people expect and not a novelty.