The Rise of Customization @ DRS, 1/28/15
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Aubrie Pagano from Bow & Drape's presentation from Digiday Retail Summit on Jan 28, 2015.
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The Rise of Customization @ DRS, 1/28/15
- 3. BOW & DRAPE “Customized clothes for the millennial generation”
- 5. By 2020, 15% of all cloth will be customized for fit, color and style MIT + HARVARD SAID IT…
- 7. GREAT UX IS HARD
- 9. SO WHY EVEN TRY?
- 11. GET INVOLVED
- 13. FASTER THAN FAST FASHION • Build-A-Bear for clothing, where shoppers customize their own product and Bow & Drape “instantly delivers” in store in <60 minutes • Faster than fast fashion…. Instant fashion
- 15. PROOF IS IN THE PUDDING 78% 76% 75% 75% 69% NPS NPS: 75% RETURN S < 5%
- 16. TAKEAWAYS • Custom experiences are hard to build • But they’re worth their weight in • Get them right, by allowing customers to become a part of your product’s story
Editor's Notes
- So excited to be here in Portland Speaking about something our company holds so near and dear
- SURPRISE AS A LENS THROUGH WHICH TO VIEW UX AND CX
- Bow & Drape Custom clothing for women with lots of personality Online brand Proprietary technology to personalize wardrobe basics Sequins, lettering and baubles Made in USA CONFESSION
- By 2020, 15% of all clothing will be customized for fit, color and style
- First there are typical UX challenges Take Burberry trench – $1.2M project, built in flash Getting the psychology down CHOICE architecture
- Manufacturing challenges – processes, fit, sewing Speed of delivery Pricing that is scalable to be truly mass market
- The 2013 Luxury Conference in NYC, said that the new luxury is not about having things, it’s about being and experiencing things Millenials want to associate with brands that have value systems and feel a part of that
- Then a user is taken to what is known as a configurator tool (similar to Nike ID) where they can play around with different customization options We create small interactions to encourage ownership over this process Prompt to NAME and SAVE your creation The more people NAME, the more they buy Spend 11 minutes Design 3-4 products
- Build-A-Bear for clothing, where shoppers customize their own product and Bow & Drape “instantly delivers” in store in <60 minutes Environment would include physical samples, embellishments + touch-enabled customization interface, assisted by customer service staff Orders would be placed via iPad and finished in-store
- Top retail brands in 2013 Our NPS and returns are at the top of the charts Custom doesn’t have to be your whole business: Marketing initiatives Clienteling / creating greater relationship depth Brand loyalty
- Today, it’s not enough to plop a product on a web page. People want to feel a part of the story and a part of the experience. The more you can involve them in novel ways, the more ownership they will feel over the brand and hopefully desire to keep engaging.
- OPRAH!