SlideShare a Scribd company logo
“Nike succeeded with innovative
cultural expressions, not with innovative
products… Instead, Nike had begun
to use advertising to publicize the
runner’s ideology, the perfect antidote
for Americans looking to revive their
competitive spirit.”
Cultural Strategy: Using Innovative Ideologies to Build Breakthrough
Brands (Douglas Holt & Douglas Cameron)
I intend to study how our
 “item-gathering” is affected by
technology and how/why recent
generations cling to brands due
to their greater cultural ideology
  rather than features/benefits.
Ecommerce (shoppers do their
 research before they come)

  Collaborative Consumption

         Showrooming

Decision Process vs. Decision to
           Purchase

     Social Media’s Impact

      DIY/Craftsmanship

         Pop-up shops

  Exclusivity vs. Accessibilty
Augmented Reality

Artificial Intelligence

NFC (Near Field
Communication)

Mobile’s Impact

WIFI + video
surveillance

3D printing
revolution

Online curation vs.
collection
“When technology is used not just as
 a gimmick, but to actually help solve a
  problem, like cutting a line or getting
access to reviews, it creates an elevated
     experience for the consumer.”
             Julie Bornstein (Sephora)
BRICK AND MORTAR MUST
                     CONSIDER ALL TECH
      Consumers using smartphones and tablets are changing the way stores
                 market, set prices and track customer tastes.




INLINE MARKETING               ADVANCED PACKAGING         SOCIAL TAGGING
TRENDSCRAPE
DATA TO MEMENTO




                  OBJECT DATING
URBANAUTS (HORIZONTAL HOTEL DECENTRALIZED SERVICES)




TOOLSHARE            CURATION           EXCLUS. +ACCES.
THE HANGTAG:
 REIMAGINED
IN STORE or ONLINE


     EMBEDDED TECH:                         OPTION TO CHANGE
   REVEALS PRODUCT                          PRICE IF FOUND
    INFORMATION VIA                         CHEAPER ONLINE
         MOBILE APP




EMBEDDED TECH: HANG                         PROVIDES ACCURATE
TAG SHARES INFO WITH                        DATA TO RETAILER ON
 OTHER ITEMS YOU ARE                        PURCHASING HABIT
           TRYING ON




DOUBLES AS MEMBERS
     REWARDS CARD                           OPTION TO RELOAD AND
  and UNLOCKS FREE                          PASS OFF AS GIFT CARD
       BRANDED APP
CONNECT POST PURCHASE


  SHARE YOUR VIRTUAL                  ABILITY TO SELL OR PUR-
    CLOSET WITH LIKE-                 CHASE OTHERS’ GENTLY
   MINDED COMMUNITY                   USED ITEMS FROM SAME
                                      BRAND




              STYLE
                                      SEE HOW OTHERS ARE
   RECOMMENDATIONS
                                      WEARING THE SAME ITEM
 FROM PROFESSIONALS
     AND COMMUNITY




  SERVES AS TEMPORARY
      CREDIT CARD FOR
SERVICES THAT PROLONG
       THE LIFE OF ITEM
NEXT VISIT


  IN STORE NAVIGATION                 CAN SUMMON HELP TO
TO CURATED SELECTION                  YOUR LOCATION IN THE
   BASED ON PREVIOUS                  STORE
            PURCHASE




       MEMBERS CARD
                                      VIRTUAL IDENTITY TO
   ACTIVATES IN STORE
                                      CREATE “CLOSET”
    TECH EXPERIENCES




SPECIAL DISCOUNTS FOR                 TIED TO OTHER
    THE INDIVIDUAL ARE                COMMUNITY PROJECTS
ACTIVATED BY LOCATION                 TO ENCOURAGE
              TRACKING                SUSTAINED RELATIONSHIP

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Thesis R & D: One Week Thesis

  • 1.
  • 2. “Nike succeeded with innovative cultural expressions, not with innovative products… Instead, Nike had begun to use advertising to publicize the runner’s ideology, the perfect antidote for Americans looking to revive their competitive spirit.” Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands (Douglas Holt & Douglas Cameron)
  • 3. I intend to study how our “item-gathering” is affected by technology and how/why recent generations cling to brands due to their greater cultural ideology rather than features/benefits.
  • 4. Ecommerce (shoppers do their research before they come) Collaborative Consumption Showrooming Decision Process vs. Decision to Purchase Social Media’s Impact DIY/Craftsmanship Pop-up shops Exclusivity vs. Accessibilty
  • 5. Augmented Reality Artificial Intelligence NFC (Near Field Communication) Mobile’s Impact WIFI + video surveillance 3D printing revolution Online curation vs. collection
  • 6. “When technology is used not just as a gimmick, but to actually help solve a problem, like cutting a line or getting access to reviews, it creates an elevated experience for the consumer.” Julie Bornstein (Sephora)
  • 7. BRICK AND MORTAR MUST CONSIDER ALL TECH Consumers using smartphones and tablets are changing the way stores market, set prices and track customer tastes. INLINE MARKETING ADVANCED PACKAGING SOCIAL TAGGING
  • 9. DATA TO MEMENTO OBJECT DATING
  • 10. URBANAUTS (HORIZONTAL HOTEL DECENTRALIZED SERVICES) TOOLSHARE CURATION EXCLUS. +ACCES.
  • 12. IN STORE or ONLINE EMBEDDED TECH: OPTION TO CHANGE REVEALS PRODUCT PRICE IF FOUND INFORMATION VIA CHEAPER ONLINE MOBILE APP EMBEDDED TECH: HANG PROVIDES ACCURATE TAG SHARES INFO WITH DATA TO RETAILER ON OTHER ITEMS YOU ARE PURCHASING HABIT TRYING ON DOUBLES AS MEMBERS REWARDS CARD OPTION TO RELOAD AND and UNLOCKS FREE PASS OFF AS GIFT CARD BRANDED APP
  • 13. CONNECT POST PURCHASE SHARE YOUR VIRTUAL ABILITY TO SELL OR PUR- CLOSET WITH LIKE- CHASE OTHERS’ GENTLY MINDED COMMUNITY USED ITEMS FROM SAME BRAND STYLE SEE HOW OTHERS ARE RECOMMENDATIONS WEARING THE SAME ITEM FROM PROFESSIONALS AND COMMUNITY SERVES AS TEMPORARY CREDIT CARD FOR SERVICES THAT PROLONG THE LIFE OF ITEM
  • 14. NEXT VISIT IN STORE NAVIGATION CAN SUMMON HELP TO TO CURATED SELECTION YOUR LOCATION IN THE BASED ON PREVIOUS STORE PURCHASE MEMBERS CARD VIRTUAL IDENTITY TO ACTIVATES IN STORE CREATE “CLOSET” TECH EXPERIENCES SPECIAL DISCOUNTS FOR TIED TO OTHER THE INDIVIDUAL ARE COMMUNITY PROJECTS ACTIVATED BY LOCATION TO ENCOURAGE TRACKING SUSTAINED RELATIONSHIP