The document discusses emerging technology in fashion retail business. It proposes using digital signage, interactive screens on shelves, and innovative dressing rooms at Wills Lifestyle stores to enhance customer experience. This would allow customers to access product information, see their purchase history, and get support in choosing outfits. Collecting consumer behavior data could also help Wills Lifestyle improve customer engagement and monitor reactions to new technologies. The proposed technologies aim to transform shopping into a distinctive experience that strengthens the brand's relationship with customers.

1. Emerging technology in fashion retail business
Pankaj Bansal
Mentor - Andrea Tosi
Tutor – Alessandro Squeri
Master in Business Design Academic Year 2008-2009
Milan, Date 25.11.09

2. Definition Introduction Research Proposal
Fashion and retail business
Correlated
Space related to the services generated by any firm in order to satisfy consumer needs
Platform for consumers to buy desired product
Value generation hub for brands
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

3. Definition Introduction Research Proposal
New consumer, satisfaction
- Factors affecting
consumer - Consumer actions
Globalization Access to Information
Flow of information Networking
Convergence Transformation
Complexity
Personal needs
Situation factors
Enduring services
Predicted services Word of mouth
Past experience Brand communication
Decision making Socio-culture factors
process “New business thinking is required to
satisfy changing consumer expectation “
- Consumer - Consumer
adequate services desired services
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

4. Definition Introduction Research Proposal
Marketing strategies towards new consumer
To demonstrate brand performance and their impact
To focus on consumer engagement and experience
To deliver values to the consumers
To promote innovative marketing
To develop innovative and sustainable offerings
To understand and react before the others “ facing characteristics of the new ecosystem“
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

5. Definition Introduction Research Proposal
Flow of activities in traditional value chain
Liner way of functioning
Aim to match “demand & supply”
Exchange of value takes place only at the end of the process
Showed Gap between supplier and consumer

6. Definition Introduction Research Proposal Society Channels Products
Changes in the society, channels and products with the evolution of technology
2000-03
2007-09
2003-07
Modernization Auto indulgence Traditions Wellness Domesticity
90’s
80’s
Microprocessor
Telephone Mobile phone Napster Facebook 3D cinema
2009
2004
1999
1968
1983
1871
1929-31 1991-94 2000-01 2007-09
2001
1956
1991
1976
1874
Radio PC WEB Ipod
Remote
Stock market crisis Currency crisis Dot.com crisis Economic crisis
Experience Store
Cash & carry Online shopping E- commerce
1998
1984
1950
2001
2006
Supermarket concept Discounts Store 1999 Amazon M-commerce
Viral marketing Innovation center
Detergents Intel Pentium Google Iphone
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

7. Definition Introduction Research Proposal
Consumer involvement in traditional value chain
Prada Epicenter Wills Lifestyle
User experience Dialogue Shopping experience
Access to
information
Logistic Marketing Production Distribution Services
Supplier Consumer
Zazzle
Shopping experience
Adidas Experience
Transparency
Personalization
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

8. Definition Introduction Research Proposal
Balance between company, retailer and consumer “Model of communication”
- Old Paradigm “Integration between manufacturers and - New Paradigm
retail for better contact with the consumer”
Company
Company
Consumer
Retailer
Consumer
Retailer Communication
Communication
- Single organization - Integration and convergence between actors
- Approach: Mass - Approach: analytical and surgical
- Focus: "1 too many" - Focus “1 to 1”
- Communication: 1 way - Communication “ interactive and flow of
information
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

9. Definition Introduction Research Proposal Consumer and retail trend
Retail trend
Consumer , fashion and retail trends Consumer trends
M-commerce Always on Brand invasion
Snack culture
Smart
Interaction Radical thinking
All digital
Transparent
Trends
Generation Y Aesthetics
wellness
Personalization
Sustainability
Multi choice
Status show
Space convergence Emotions
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

10. Definition Introduction Research Proposal
Case study
Prada epicenter NY-2001 _consumer experience
Enhanced shopping experience
Touch screen access to detailed information about merchandise
Changing room- liquid crystal glass becomes opaque with a touch of a switch
Plasma screen embedded in mirror for multi angle viewing
History of purchases added to clients record on network
Staff develops better understanding of future client’s needs
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

11. Definition Introduction Research Proposal
Case study
Adidas “mi innovation center” _personalization
Most technically advanced Adidas store
New retail concept – the way consumer shop & their experience
Offer product customization with technology, style, design using exceptional innovation
New dimension of interaction with product and services offered by any brand
Balance between futuristic look with functionality in a retail environment
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

12. Definition Introduction Research Proposal
Case study
Zazzle online shopping _consumer and brand experience
User interaction with the help of WEB 2.0
New marketing strategies to enhance consumers’ and brand experience
New approach towards consumer needs -“design and sell”
Community building helps to share ideas and views
Logistic service offers, to track the orders
Wide range of product options to choose
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

13. Definition Introduction Research Proposal
India as a potential market for further usage of technology in distribution
Retail sector growth at over 40% p.a. in the last 2 years
Ideal destination for international brands
Migration from traditional to “Organised” retail formats
Diverse need and largest consumer base
Changing consumer attitude towards shopping
Technology as a part of daily life
Expected to be among top 5 opportunity of in
Total estimated investment retail markets
US$ 5-6 billion in 5 years
the world in 10 years
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

14. Definition Introduction Research Proposal
Fashion retail brands in India
Westside Pantaloon
Globus Wills Lifestyle
Madura garments Provogue
Reliance trend Lifestyle
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

15. Definition Introduction Research Proposal
Case study
Wills Lifestyle _shopping experience
Established since 1910, approach – customer satisfaction
Stand alone store formats matching international shopping experience
Unique experience of luxury retailing with in Indian brands
Partner with India’s premier fashion event “Wills lifestyle India fashion week”
Focuses on youth offering different labels and categories
Ideal for the use of technology to enhance shopping experience and brand visibility
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

16. Definition Introduction Research Proposal
Type of technology suitable for Wills Lifestyle
- Displays product Information
Digital signage - Helps in cross selling
- Suitable for any kind of product that
customer can take in hand
- Can be placed every where in the
store where the product can be tried
or picked up
- Helps in advertising inside
the store
- Differentiated information
for customers Wills lifestyle
- Helps in internal
communication
Screen on shelves
Innovative
dressing room
- Dressing room area, where customer approach to the mirror with
the product to try on
- Along with reflection customer can see the history of last purchase
and their shopping pattern along with product information
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

17. Definition Introduction Research Proposal
Possible scenario
- Invitation through email and
mobile messages by the brand
- Customer visits the Wills outlet
Digital Screens on Interactive
signage the shelves Dressing room
- Consumer reactions towards the usage and buying - Offers one to one communication
Improves customer experience
experience,
behavior recorded for further developments
Enhances the customer catalogue
Showcases the product interest
- gives them a more involving
along with the catwalk of dynamic
environmentbrand, more the
towards the and useful
chosen product with the storeof
perspective
information towards help
RFID
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

18. Definition Introduction Research Proposal
Benefits to the brand _Wills Lifestyle
Involvement of the consumer through - Attraction within the store
the creation of distinctive experience - Support for finding
Attraction Information and for the
valuation of alternatives
Support
Flow of
information Access to
information
Experience
Monitoring by
Wills lifestyle
Transformation
Valuation of consumer Customer support in their lifestyle to Enhance
behavior their reactions the relationship with company and consumer
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal

19. Thankyou ..
Master in Business Design | Milan, Date 25.11.09 | Pankaj Bansal