Innovation in Retail

Customer evolution in the fashion industry

BlogInnovation in Retail, the customer evolution in the fashion industry.
The following example is framed in a retail multinational of the fashion industry. One of its current problems and, of the sector in general, is the client evolution and its change of patterns.

With the boom of technology, companies realized that the sales in their physical stores were going down, while it was increasing in digital channels. It was obvious. But one of the insights discovered was that one of the most widespread habits was to go to the store to try on clothes and then buy them on digital channels. In the store you can see the clothes, touch them and try them on; but now, they can also decide if they want to buy it or not, giving them the freedom to postpone the purchase decision and make it from anywhere. Therefore, does it make sense to have so many stores, with the cost that it supposes for the company?

After that observation, they decided to close smaller stores to arrange them in the "Flag stores".

So, our challenge was:

How could we create more experiential stores beyond sales? How could we create new products or services to design a new shopping experience?

Before starting such ambitious questions and developing rapid prototypes to test, we had to understand the focus or problems of each store. Specifically for this project, three future "flag stores" idea was made as a start to try these new experiences. So before we start building ideas, we had to discover what were the objectives or limitations in each city, and once we understood the context and the typology of the customer, we proceeded with the ideation and prototyping sessions.

In the creative workshops, we proceeded to hybridization techniques to go further and get out of the common experiences that they already had in mind. Our goal was to make them think beyond their industry, such as a hospital, a casino, or a museum. Thus, they were forced to connect products and services from other sectors and get out the pre-established solutions.

After the disruptive ideation sessions and after taking all the advantage of the workshops, we designed a library full of concepts so they can spread throughout the company. This would help to understand every concept, but also observe which idea was the most interesting one and could be implemented in the short, medium, and long term.

Thanks to these agile ideation sessions, we were able to save months of research because when something is new, the only way to know if it works is proving it.

After the workshops, a couple of concepts arose that are currently being tested for implementation.

Published at 13/03/2018

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