Download - Shape custom clothiers
Designing Services & Experiences: Ross Dansby, Stephanie Hertel, Karen Jantz, Buck Wimberly
HOW THEY SHOP
SpecificNeedsShopper
BroadNeedsShopper
Gift Card/PromoShopper
HobbyShopper
SocialShopper
InvoluntaryShopper
Find my desired color.
— — — —
Find what fits my body.
— —
Entertain me. — —
Show me options.
—
Show me what’s new.
—
Show me what coordinates?
—
WHAT THEY WANT
‣ Educate Me
‣ Make me feel good about myself
‣Entertain me
‣Show me what’s new
WHO THEY ARE
Eric Jae Lindsay Tyler✤ Broad Needs Shopper✤ Upgrading wardrobe✤ Shops alone
✤ Needs Based Shopper✤ Budgeter and trend follower✤ Shops alone
✤ Hobby/Social Shopper✤ Shops for fun✤ Shops with friends
✤ Involuntary Shopper✤ Needs to be entertained✤ Shops with girlfriend
STORE CONCEPT
Co-creation+
Local Production+
Modern Technology_______________________
21st Century Tailor
commercial
production
public
semiprivate
private
private
production
semiprivate
production
public
production
private
retail
semiprivate
retail
public
retail
WELCOME
A LASTING IMPRESSION
WHAT THEY WANT
‣ Educate Me: teaches consumers about their personal style and proper fit
‣ Make me feel good about myself:builds confidence through personal expression
‣Entertain me: uses digital technology to keep customers engaged
‣Show me what’s new: being a trustedtrend expert
TECHNOLOGY:Interactive Wall
‣HD projection technology
‣Simple software rotates stills, videos,and shows “Now Playing” music
TECHNOLOGY:High-Tech Dressing Room
‣Augmented reality technology
‣Innovative software allows customization
‣ 3D body scanning technology provides accurate measurements
TECHNOLOGY:Production
‣ Laser cutting technology offers quickand accurate turnaround
‣ Industrial grade sewing machines assemble cut pieces
‣ Industrial grade steamers ensure the clothing looks ready to wear
TECHNOLOGY:Database-driven offerings
‣ Online quiz and appointment scheduling
‣ Website with a design tool facilitates user-created content
‣ Customers’ style choices are stored to provide suggestions
OUR BANKROLL
‣ Large initial investment in technology
‣ Low fixed costs over time
‣High price-point clothing
‣Low clothing inventory
‣Few customer refunds
INVITE THEM IN
‣Advertising through word of mouth:FB, delivery, quality
‣ Online design studio gets customers excited about their clothes
‣ Making high quality, custom clothing accessible
KEEP THEM COMING BACK
‣ Value increases as they form a closer relationship
‣ Personal shopper, personal interaction, thank you notes, etc.
‣Customer involvement in design process
‣Perfect fit and style
‣High design with a local experience
SOURCES: technology
‣ Cornell University College of Human Ecology, “Made to Measure” http://www.bodyscan.human.cornell.edu/scenefe80.html
‣ Zugarahttp://www.zugara.com
‣ Absolutely Digital, “Tobi.com Augmented Reality Dressing Room” http://absolutelydigital.com/2009/11/tobi-com-augmented-reality-dressing-room/
‣ Astor and Black Custom Clothierhttp://astorandblack.com/ab/bepokevisualizer/
SOURCES: image credits
‣ Dress fabric and base: www.anthropologie.com
‣ Men’s fabric samples: http://astorandblack.com/ab/bespokevisualizer/
‣ Delivery Truck: http://www.sallyjshim.com/blog/2011/5/13/eat-sweet-lucies.html
‣ Hanger: www.everydayhangers.com
‣ Tag: www.creaturecomfortsblog.com
‣ Misc: http://www.blanklabel.com, http://astorandblack.com