This document proposes a concept for a high-tech custom clothing store. It would use various technologies like interactive walls, augmented reality dressing rooms, and laser cutting to provide a personalized shopping experience. Customers could design their own clothing through an online studio. The store aims to educate customers, build their confidence, entertain them, and showcase new trends. It would produce clothing locally using advanced machinery. Its business model relies on high prices, low inventory, and repeat customers invested in the design process.

1. Designing Services & Experiences: Ross Dansby, Stephanie Hertel, Karen Jantz, Buck Wimberly

2. HOW THEY SHOP
Specific Broad Gift Card/
Needs Needs Promo Hobby Social Involuntary
Shopper Shopper Shopper Shopper Shopper Shopper
Find my
desired color. — — — —
Find what fits
my body. — —
Entertain me. — —
Show me
options. —
Show me
what’s new. —
Show me what
coordinates? —

3. WHAT THEY WANT
‣ Educate Me
‣ Make me feel good about myself
‣ Entertain me
‣ Show me what’s new

4. WHO THEY ARE
Eric Jae Lindsay Tyler
✤ Broad Needs ✤ Needs Based ✤ Hobby/Social ✤ Involuntary
Shopper Shopper Shopper Shopper
✤ Upgrading ✤ Budgeter and ✤ Shops for fun ✤ Needs to be
wardrobe trend follower ✤ Shops with entertained
✤ Shops alone ✤ Shops alone friends ✤ Shops with
girlfriend

5. STORE CONCEPT
Co-creation
+
Local Production
+
Modern Technology
_______________________
21st Century Tailor

6. production
commercial
public
semi­
private
private
se pr pr
pr pu pr mi od iva
od b od ­pr uc te
uc lic uc iva tio
tio
n tio te n
n
se pr
pu m
re bli i re iva
ta te
ta c re ­pri il
il ta va
il te

9. WELCOME

16. A LASTING IMPRESSION

17. WHAT THEY WANT
‣ Educate Me: teaches consumers about their
personal style and proper fit
‣ Make me feel good about myself:
builds confidence through personal expression
‣ Entertain me: uses digital technology to keep
customers engaged
‣ Show me what’s new: being a trusted
trend expert

18. TECHNOLOGY:
Interactive Wall
‣ HD projection technology
‣ Simple software rotates stills, videos,
and shows “Now Playing” music

19. TECHNOLOGY:
High-Tech Dressing Room
‣ Augmented reality technology
‣ Innovative software allows customization
‣ 3D body scanning technology provides
accurate measurements

20. TECHNOLOGY:
Production
‣ Laser cutting technology offers quick
and accurate turnaround
‣ Industrial grade sewing machines
assemble cut pieces
‣ Industrial grade steamers ensure the
clothing looks ready to wear

21. TECHNOLOGY:
Database-driven offerings
‣ Online quiz and appointment
scheduling
‣ Website with a design tool facilitates
user-created content
‣ Customers’ style choices are stored to
provide suggestions

22. OUR BANKROLL
‣ Large initial investment in technology
‣ Low fixed costs over time
‣ High price-point clothing
‣ Low clothing inventory
‣ Few customer refunds

23. INVITE THEM IN
‣ Advertising through word of mouth:
FB, delivery, quality
‣ Online design studio gets customers
excited about their clothes
‣ Making high quality, custom clothing
accessible

24. KEEP THEM COMING BACK
‣ Value increases as they form a closer
relationship
‣ Personal shopper, personal interaction,
thank you notes, etc.
‣ Customer involvement in design process
‣ Perfect fit and style
‣ High design with a local experience

25. SOURCES: technology
‣ Cornell University College of Human Ecology, “Made to
Measure” http://www.bodyscan.human.cornell.edu/scenefe80.html
‣ Zugara
http://www.zugara.com
‣ Absolutely Digital, “Tobi.com Augmented Reality Dressing
Room” http://absolutelydigital.com/2009/11/tobi-com-augmented-
reality-dressing-room/
‣ Astor and Black Custom Clothier
http://astorandblack.com/ab/bepokevisualizer/

26. SOURCES: image credits
‣ Dress fabric and base: www.anthropologie.com
‣ Men’s fabric samples: http://astorandblack.com/ab/bespokevisualizer/
‣ Delivery Truck: http://www.sallyjshim.com/blog/2011/5/13/eat-
sweet-lucies.html
‣ Hanger: www.everydayhangers.com
‣ Tag: www.creaturecomfortsblog.com
‣ Misc: http://www.blanklabel.com, http://astorandblack.com