the future of fashion retail / case study - h&m

i nformation society / / retail

retailstudying

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introduction

This report seeks to understand the forces of change and provide a framework in which we can envision this new future of the retail world.

We will explore this future from the perspective of brands, shoppers, retailers, and communities, highlighting how technology and our senses play a role in the retail experience both in and out of the store.

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the

brief

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identifyupcoming digital trends

explorenew (digital media) possibilities.

learnthe business,heed advices from the top digital maestros, and TEAMWORK.

observebusiness's current innovation, social behavior and interaction between them.

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TO SIMULATE OUR RESEARCH, WE PICKED A CLIENT

TO WORK WITH.

YES, LIKE A CASE STUDY.

WE DECIDED TO CHOOSE...

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WHY?6


Because they are the largest fashion retailer

Thus, the challenge is to

take a huge company that are growing by

the minute to be

to the consumers.more personal

in the world.

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H&M’SCURRENT DIGITAL INNOVATION

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the future

consumer

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thepower

of me

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We are more and more used to getting information the second we want it. ”

“ We are shifting towards post-modernistic values where job, satisfaction, portfolio careers and empowerment of the individual are core values in life. ”

“

Most of our time is spent focusing on our own time and needs, and time is precious to us. The future consumers are not just groups, but groups of people with individual mindsets. ”

“We are becoming increasingly focused on ourselves. The web has made us information empowered and a growing factor in our lives is purchases convenience.”

“

CONVERSATIONS

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what will

change the way

you shop ?

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the

future

ofretail

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key learnings

to the future

of retail

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in-storeexperience

Creating a flexible in-store environment through design,

product offerings and promotions, ensures that

each visit will feel like a brand new experience.

connectivityIncreased access to the mobile web is freeing the retail experience from the confines of the physical and traditional online environment, allowing shopping to take place virtually anywhere.

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crosscollaborationsLeveraging collaborations based on aspects such as locale or cultural touchstones, maintains a brand's relevancy in the eyes of the customer.

collectivedecisions

Whether physically or through connected

technologies, shopping is still best experienced socially.


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integrationPhysical stores should connect with their

online presence to encourage alignment of brand awareness.

complimentarycurationIntroducing likeminded products and services into standalone retail environments shows customers that a brand is confident in their core offering and looking to further enhance the in-store experience.

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creatin

g

conver

satio

ns

Brands must actively take part in the conversation, otherwise their customers will do so without them. The introduction of connected

technologies into retail environments is changing the ways that stores are able to

provide customer service.techn

ology x

retail

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transparencyEmpower customers by

providing them with all of the tools needed to make an

informed purchase decision.

purchasingconvenienceIn the new customer-centric approach to retail, stores need to continually find ways to lower barriers to purchase and be prepared to make a sale whenever and wherever a customer is ready.


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observation:

Beyond an evolving the decentralized shopping experience, retailers must begin to contemplate the impact of digital media and the effects it is having on purchase decisions.

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“get in,get out”

Standing in line and waiting for your turn, gives you time to re-evaluate your purchase and end up not buying.

THECHALLENGE


PERSONALSERVICE FOR

allA big company should still always remember each and every customer counts.

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THECHALLENGE


Because quality of products also means quality of customer service.

fashionsuper-market?

digitalpresencehas lack of integration with their messaging in their physical stores.

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the

how

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instant

personal

social

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"An interactive concept that personalizes, socializes and simplifies the shopping experience, integrating both digital and analogue."

the web

rfid

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transparent lcd

interactive shopping windows displaying relevant information

physical “Likes”

applying the Facebook concept to brick and mortar

RFID customer cards

personal identification and response

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personalization

information can be placed into context when requested

brand-owned media

becoming and controlling the actual communication channels (e.g. apps)

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RFID

for customer and product identification

social media

using a limited form of crowd-sourcing to get results

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RFID

in support of automatic payment and for product identification

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personalization

using personal measurement profiles and other gathered user data to create a better customer experience

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Thank You.

WWW.SIXPINKELEPHANTS.COM

HYPER ISLAND DIGITAL MEDIA’12

GION TUMMERS MARTINE FONSTAD-SMITH MATTIS FORSMAN THERESE ALBERTSSON SIMON CARL GRANATH PEBBLES LIM

INFORMATION SOCIETY // AUGUST 2010

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http://WWW.NOWWHAT.COM

http://WWW.NOWWHAT.COM

the future of fashion retail / case study - h&m

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