The document summarizes research conducted to identify problems with the shopping experience at fashion retail stores and co-create solutions with customers. Netnographic research on online forums and ethnographic research by observing customers in stores identified issues like long queues, insufficient changing rooms, lack of assistance, and messy store layouts. Through an online community, customers helped develop concepts like reorganizing clothing displays with QR codes, automated changing room processes, and self-checkout options. A phased implementation plan over short, medium, and long terms was proposed to address issues and gradually introduce more advanced technologies.

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. INDEX
APPROACH
PROBLEM IDENTIFICATION
INSIGHTS & TRENDS
CO-CREATION OF SOLUTIONS
TIMEFRAME OF IMPLEMENTATION

3. APPROACH

4. OVERVIEW
Netnographic
Research
Ethnographic
Research
Fashion Retail
Online
Community
January 2014

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. SELECTED RETAIL STORES
Fashion Retail
January 2014

7. NETNOGRAPHY - SELECTED ONLINE PLATFORMS
Fashion Retail
January 2014

8. ETHNOGRAPHY - METHODOLOGY
Observation
Of store and
shoppers
Fashion Retail
Interaction
Interviews with
shoppers
January 2014

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. PROBLEM IDENTIFICATION

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. 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. 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. 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. 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. INSIGHTS AND TRENDS

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. CO-CREATION OF SOLUTIONS

19. CO-CREATED CONCEPT: GEN C SHOPPING
Fashion Retail
January 2014

20. ELEMENT 1: DISPLAY OF CLOTHES – IDEATION & DEVELOPMENT
Fashion Retail
January 2014

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. ELEMENT 2: CHANGING ROOMS – IDEATION & DEVELOPMENT
Fashion Retail
January 2014

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. 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. ELEMENT 3: SELF CHECK-OUT – IDEATION & DEVELOPMENT
Fashion Retail
January 2014

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. TIMEFRAME FOR IMPLEMENTATION

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. THANK YOU FOR YOUR ATTENTION
Q&A