2. Hypothesis Market Hypothesis The fitting room in market is: The most important things for selling space A privacy area and separating guests from other people. To invest money to advance the fitting room To help retailers enhance their selling space Sell more goods and get more profit Consumer Hypothesis To get more retail experiences Focus on consumers’ emotional relation To use high –tech devices Design Research Method
3. Consumers’ Needs Generation Y Focus on social networking Interested in new technology and knowledge Open sources/mind Culture SOCIAL Use cell phone at all Contact with people immediately Don’t like too much restriction They like convenience to share information fast to their friends or family. Design Research Method
4. Consumers’ Needs MEN WOMEN Focus on: Internet system Price Decision: Think more function Focus on: Extensive Selection Share information Decision: Only care about style SOCIAL They like convenience to share information fast to their friends or family. Design Research Method
5. Consumers’ Needs Generation Y Impatient: Raised in world dominated by technology and instant gratification. Skeptical: In recent years there has been more scamming, cheating, lying and exploiting than ever from the major figures in the media. Culture: NET EFFECT TESTING Immune to most advertising Enjoying full access to information reviews and navigation Freed from the shackles of convention They prefer directness over subtlety, action over observation and coolness. Design Research Method
6.
7. RESEARCH SHOPPER’S DIARY Background Consumers do the research about what they are planning to purchase before actually buy the products or while they Are staying at the store Objective Analysis the research occurred during the research process and figure out why it happens SHOPPER’S DIARY PRADA MEETING TESTER Target Generation Y shoppers who are sensitive to information :(face book) Addicted to shopping Strategy Send them Shopper’s diary form to write Shopping diary for few days
8. SHOPPER’S DIARY Age: 25 Gender: Female Profession: MD Day 1 Research Fashion blog Satorialist.com / NET-A_FORTER.com Called Sharon and my mother Research Fashion blog For figuring out the trends and styles, some articles analyzed by fashion editors are helpful to consider
9. SHOPPER’S DIARY Age: 25 Gender: Female Profession: MD Day 2 Go to Barney’s New York with Jen to check what I saw in the internet. For the better price, we went to Bergdorf and Bloomingdales also. CAN NOT believe internet In order to check the real product, she went to The store. On the internet, display pictures Usually cause misunderstanding about what She wanted.
10. SHOPPER’S DIARY Age: 25 Gender: Female Profession: MD Day 3 Checked the reviews in blog. Talked about the coat I am considering with my friends, then I decided to buy it. She need to be supported In the case of purchasing expensive product, She needs to evaluate the value of the coat. Through checking blogs and friends opinions, She made a decision
11.
12.
13.
14.
15. : DESIGN RESEARCH METHOD Designed by SANGMIN LIM, designplanner.wordpress.com
