fashion retail short version final
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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