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CO-CREATION PROJECT
FASHION RETAIL
THE NEW BRANDING IMPERATIVES FOR MARKETING MANAGERS
PROF. ORIOL IGLESIAS, MAIJKEN SCHUL...
INDEX
APPROACH
PROBLEM IDENTIFICATION
INSIGHTS & TRENDS
CO-CREATION OF SOLUTIONS
TIMEFRAME OF IMPLEMENTATION
APPROACH
OVERVIEW

Netnographic
Research

Ethnographic
Research

Fashion Retail

Online
Community

January 2014
OBJECTIVES
• Find out patterns of people’s shopping behaviors
• Aspects that people like and dislike about their shopping ...
SELECTED RETAIL STORES

Fashion Retail

January 2014
NETNOGRAPHY - SELECTED ONLINE PLATFORMS

Fashion Retail

January 2014
ETHNOGRAPHY - METHODOLOGY

Observation
Of store and
shoppers

Fashion Retail

Interaction
Interviews with
shoppers

Januar...
CO-CREATION - ONLINE COMMUNITY
Platform

Procedure

Warm Up:
• Open questions

Ideation / Development:

Participants
• Abo...
PROBLEM IDENTIFICATION
PROBLEM 1: LONG QUEUES FOR REGISTERS / CHANGING ROOMS

Netnographic

Ethnographic

Online
community
Fashion Retail

• We o...
PROBLEM 2: DISSATISFYING CHANGING ROOMS

Netnographic

•

Ethnographic

• „I really don‘t like when there‘s not enough spa...
PROBLEM 3: SALES ASSISTANTS

Netnographic

Ethnographic

Online
community
Fashion Retail

• „Nobody approached me or offer...
PROBLEM 4: ATMOSPHERE

Netnographic

Ethnographic

• „Generally the music motivates and encourages me to
shop more or to s...
PROBLEM 5: MESSINESS

Netnographic

Ethnographic

• We saw very messy stores and people trying to find their sizes without...
INSIGHTS AND TRENDS
OBSERVATIONS FROM ETHNOGRAPHIC RESEARCH

Need for
feedback and
approval

Fashion Retail

Need for
interaction and
connecti...
CO-CREATION OF SOLUTIONS
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
piec...
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
i...
ELEMENT 2: CHANGING ROOMS – CONCEPT
Call button /
tablet to ask for
assistance or
different sizes

Option to take
pictures...
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...
TIMEFRAME FOR IMPLEMENTATION
TIMEFRAME FOR IMPLEMENTATION
Short term

Medium term

Long term

6-24 months

3-5 years

10+ years
(anticipated trends)

C...
THANK YOU FOR YOUR ATTENTION
Q&A
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Fashion retail short version final

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Transcript of "Fashion retail short version final"

  1. 1. CO-CREATION PROJECT FASHION RETAIL THE NEW BRANDING IMPERATIVES FOR MARKETING MANAGERS PROF. ORIOL IGLESIAS, MAIJKEN SCHULTZ, NICHOLAS IND JANUARY 2014 GROUP 6 - ABHINAV CHAND, ANNA RAABE, JAMES ZHANG, KATHARINA GAMMEL, MIREIA CAMPOY SANZ
  2. 2. INDEX APPROACH PROBLEM IDENTIFICATION INSIGHTS & TRENDS CO-CREATION OF SOLUTIONS TIMEFRAME OF IMPLEMENTATION
  3. 3. APPROACH
  4. 4. OVERVIEW Netnographic Research Ethnographic Research Fashion Retail Online Community January 2014
  5. 5. OBJECTIVES • Find out patterns of people’s shopping behaviors • Aspects that people like and dislike about their shopping experience • Suggestions for improvements of shopping Netnographic Research Ethnographic Research Online Community Insight Capturing • Creation of a participative dialogue within the online community • Co-Creation of an innovative service solution for fashion retail stores Fashion Retail Online Community January 2014
  6. 6. SELECTED RETAIL STORES Fashion Retail January 2014
  7. 7. NETNOGRAPHY - SELECTED ONLINE PLATFORMS Fashion Retail January 2014
  8. 8. ETHNOGRAPHY - METHODOLOGY Observation Of store and shoppers Fashion Retail Interaction Interviews with shoppers January 2014
  9. 9. CO-CREATION - ONLINE COMMUNITY Platform Procedure Warm Up: • Open questions Ideation / Development: Participants • About 50 participants • Age between 20-30 • No experts in the field of fashion retail Fashion Retail • 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 January 2014
  10. 10. PROBLEM IDENTIFICATION
  11. 11. PROBLEM 1: LONG QUEUES FOR REGISTERS / CHANGING ROOMS Netnographic Ethnographic Online community Fashion Retail • We observed several people entering the store, seeing a long line at the registers, and immediately turning around and leaving the store. • January 2014
  12. 12. PROBLEM 2: DISSATISFYING CHANGING ROOMS Netnographic • Ethnographic • „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) Online community Fashion Retail January 2014
  13. 13. PROBLEM 3: SALES ASSISTANTS Netnographic Ethnographic Online community Fashion Retail • „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) • January 2014
  14. 14. PROBLEM 4: ATMOSPHERE Netnographic Ethnographic • „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) Online community Fashion Retail January 2014
  15. 15. PROBLEM 5: MESSINESS Netnographic Ethnographic • 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. Online community Fashion Retail January 2014
  16. 16. INSIGHTS AND TRENDS
  17. 17. OBSERVATIONS FROM ETHNOGRAPHIC RESEARCH Need for feedback and approval Fashion Retail Need for interaction and connectivity Use of physical store as source of inspiration January 2014
  18. 18. CO-CREATION OF SOLUTIONS
  19. 19. CO-CREATED CONCEPT: GEN C SHOPPING Fashion Retail January 2014
  20. 20. ELEMENT 1: DISPLAY OF CLOTHES – IDEATION & DEVELOPMENT Fashion Retail January 2014
  21. 21. 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
  22. 22. ELEMENT 2: CHANGING ROOMS – IDEATION & DEVELOPMENT Fashion Retail January 2014
  23. 23. 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 / changing rooms due to reduction of staff on floor level; no more physical queuing needed Fashion Retail January 2014
  24. 24. 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 with social media or friends, more space for own belongings Fashion Retail January 2014
  25. 25. ELEMENT 3: SELF CHECK-OUT – IDEATION & DEVELOPMENT Fashion Retail January 2014
  26. 26. 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 delivery service Fashion Retail January 2014
  27. 27. TIMEFRAME FOR IMPLEMENTATION
  28. 28. TIMEFRAME FOR IMPLEMENTATION Short term Medium term Long term 6-24 months 3-5 years 10+ years (anticipated trends) Call button / tablets in changing rooms Self check-out service Virtual dressing room which projects clothes on people Light settings in changing rooms Showroom concept with QR codes and automated process of delivery to changing rooms Full body scan and analysis of suitable clothes Notification when changing room is ready Mirror which takes images to send to 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 through increased efficiency levels, reduction of staff costs, increased purchase occasions through better shopping experience which also leads to higher brand loyalty and retention rate. Fashion Retail January 2014
  29. 29. THANK YOU FOR YOUR ATTENTION Q&A
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