fashion retail short version final

CO-CREATION PROJECTFASHION RETAIL

THE NEW BRANDING IMPERATIVES FOR MARKETING MANAGERSPROF. ORIOL IGLESIAS, MAIJKEN SCHULTZ, NICHOLAS IND

JANUARY 2014GROUP 6 - ABHINAV CHAND, ANNA RAABE, JAMES ZHANG, KATHARINA GAMMEL, MIREIA CAMPOY SANZ

INDEX

APPROACHPROBLEM IDENTIFICATIONINSIGHTS & TRENDSCO-CREATION OF SOLUTIONSTIMEFRAME OF IMPLEMENTATION

APPROACH

Fashion Retail January 2014

OVERVIEW

Netnographic

Research

Online

Community

Ethnographic

Research

Fashion Retail January 2014

• Find out patterns of people’s shopping behaviors• Aspects that people like and dislike about their shopping experience• Suggestions for improvements of shopping

OBJECTIVES

InsightCapturing

Netnographic

Research

Online

Community

Ethnographic

Research

• Creation of a participative dialogue within the online community• Co-Creation of an innovative service solution for fashion retail stores

Online

Community

Fashion Retail January 2014

SELECTED RETAIL STORES

Fashion Retail January 2014

NETNOGRAPHY - SELECTED ONLINE PLATFORMS

Fashion Retail January 2014

ETHNOGRAPHY - METHODOLOGY

ObservationOf store and

shoppers

InteractionInterviews with

shoppers

Fashion Retail January 2014

CO-CREATION - ONLINE COMMUNITY

Participants• About 50 participants• Age between 20-30• No experts in the field of fashion retail

PlatformProcedureWarm Up:• Open questions

Ideation / Development:• Surveys & “Join if you agree” questions• Images & Videos• Directed and provocative questions• Admin comments and official

suggestions• Active participation of group members• Giving feedback and encouraging for

participation

PROBLEM IDENTIFICATION

Fashion Retail January 2014

PROBLEM 1: LONG QUEUES FOR REGISTERS / CHANGING ROOMS

Netnographic

• We observed several people entering the store, seeing a long line at the registers, and immediately turning around and leaving the store. Ethnographic

•Online community

Fashion Retail January 2014

PROBLEM 2: DISSATISFYING CHANGING ROOMS

•Netnographic

• „I really don‘t like when there‘s not enough space for me to hang or put my own stuff. There‘s never enough hangers for my coat, handbag, and all the things I want to try on!“ (Marta, 16, talking to us about her experience at Pull & Bear)

Ethnographic

Online community

Fashion Retail January 2014

PROBLEM 3: SALES ASSISTANTS

Netnographic

• „Nobody approached me or offered help – they were all too busy cleaning up the mess in the store.“ (Anni, 31, telling us about her experience in Bershka)

Ethnographic

•Online community

Fashion Retail January 2014

PROBLEM 4: ATMOSPHERE

Netnographic

• „Generally the music motivates and encourages me to shop more or to stay in the shop for longer, but when it‘s too loud then I have to leave after a while.“ (Syra, 20, telling us about her experience at Pull & Bear)

Ethnographic

Online community

Fashion Retail January 2014

PROBLEM 5: MESSINESS

Netnographic

• We saw very messy stores and people trying to find their sizes without success, finally giving up.

• We also observed people who were carrying a lot of clothes to try on on their arms, which often fell to the floor while they tried to get new clothes to try on.

Ethnographic

Online community

INSIGHTS AND TRENDS

Fashion Retail January 2014

OBSERVATIONS FROM ETHNOGRAPHIC RESEARCH

Need for feedback and

approval

Need for interaction and

connectivity

Use of physical store as source of

inspiration

CO-CREATION OF SOLUTIONS

Fashion Retail January 2014

CO-CREATED CONCEPT: GEN C SHOPPING

Fashion Retail January 2014

ELEMENT 1: DISPLAY OF CLOTHES – IDEATION & DEVELOPMENT

Fashion Retail January 2014

ELEMENT 1: DISPLAY OF CLOTHES - CONCEPT

Atmosphere: Discreet

background music, subtle

smell and lighting

Showing one piece per item

Scanning QR code using smart phone to

add items to shopping list on

mobile app

Advantages: Store is tidier and has more space; sales assistants will not be busy folding clothes anymore and can perform value-adding services; more enjoyable shop atmosphere and pleasant shopping experience

Fashion Retail January 2014

ELEMENT 2: CHANGING ROOMS – IDEATION & DEVELOPMENT

Fashion Retail January 2014

ELEMENT 2: CHANGING ROOMS – CONCEPT

Automatic notification when changing room is

ready; regulation of number of clothing

items

Sitting area for waiting time; mobile

entertainment (games, magazines)

Automated process of delivering chosen clothes from stock room to changing

room

Advantages: Reduced waiting time through automisation; more capacity for staff in the warehouse / changingrooms due to reduction of staff on floor level; no more physical queuing needed

Fashion Retail January 2014

ELEMENT 2: CHANGING ROOMS – CONCEPT

Call button / tablet to ask for

assistance or different sizes

Option to take pictures with

mirror to send to friends for feedback

Increased number of hooks, jump

seat, solid doors, different light

settings

Advantages: No need to leave changing room to get different sizes, satisfied need for feedback / interaction withsocial media or friends, more space for own belongings

Fashion Retail January 2014

ELEMENT 3: SELF CHECK-OUT – IDEATION & DEVELOPMENT

Fashion Retail January 2014

ELEMENT 3: SELF CHECK-OUT – CONCEPT

Self check-out machine with 3

payments options

Option to pay now / pay later and have items

delivered at home

Anti-theft magnets that are

automatically deactivated after

payment

Advantages: Reduced waiting time through automisation; better experience through value-added home deliveryservice

TIMEFRAME FOR IMPLEMENTATION

Fashion Retail January 2014

TIMEFRAME FOR IMPLEMENTATION

Short term6-24 months

Medium term3-5 years

Long term10+ years

(anticipated trends)

Call button / tablets in changingrooms

Self check-out serviceVirtual dressing room whichprojects clothes on people

Light settings in changing roomsShowroom concept with QR codes

and automated process of delivery to changing rooms

Full body scan and analysis ofsuitable clothes

Notification when changing roomis ready

Mirror which takes images to sendto social media / friends

RFID touchless payment

Low level of investment Medium level of investment High level of investment

The high anticipated investment in the integrated Gen C Shopping concept will be recuperated throughincreased efficiency levels, reduction of staff costs, increased purchase occasions through better shopping experience which also leads to higher brand loyalty and retention rate.

THANK YOU FOR YOUR ATTENTION

Q&A