Enhancing shopping experience

Enhancing Shopping Experience in Fashion Retail

Project Brief “Design to enhance customer shopping experience for Fashion Retail Industry�

Preksha Shukla | Design for Retail Experience | NID | 2014

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SYNOPSIS INTRODUCTION

PROCESS

Fashion is a popular style or practice, especially in clothing, footwear, accessories or make-up. Fashion is a distinctive and often habitual trend in the style in which a person dresses.

The project begins with reading and overall understanding of the Fashion Retail Industry, identifying its current trends in terms of technology and customer experience. Categorizing insights and opportunities in the Pre-buying, In-store and Post-buying stages. Making stories based on the customer journeys to showcase the ideas. Conducting further focused research mainly to get more insights on the topic. Conceptualizing and developing strategies to deliver better customer shopping experiences which should be undertaken now and can be foreseen in future.

The fashion industry is a product of the modern age.

Prior to the mid-19th century, most clothing was custom-made. It was handmade for individuals, either as home production or on order from dressmakers and tailors. By the beginning of the 20th century—with the rise of new technologies such as the sewing machine, the rise of global capitalism and the development of the factory system of production, and the proliferation of retail outlets such as department stores—clothing had increasingly come to be mass-produced in standard

Fashion merchandise includes Clothing, Footwear, Grooming (beauty and personal care) and Accessories (wallets, watches, handbags, hand fans,jewelry, ties, hats, bonnets, belts and suspenders, gloves, muffs, scarves, socks, stocking, etc.)

OBJECTIVE Through this project, my aim was to come up with a new futuristic picture of the Fashion Retail Industry, leveraging the technologies available today, making the retailers get better returns.

CHALLENGE CONTEXT

and America, as of 2014 it is an international and highly globalized industry, with clothing often designed in one country, manufactured in another, and sold world-wide.

For example, an American fashion company might source the fabric in China and have the clothes to a warehouse in the United States for distribution to retail outlets internationally.

From the invention of the shoe horn to rise of the virtual

The early days of retail, producers had the most say about pricing and distribution. Overtime though, the web brought about more information and transparency in the form of review websites, price check apps, and social media.

As a result, shoppers now have more control over what to purchase and where to buy it from, leaving retailers with the challenge of vying for consumer attention.

And that’s why the emerging trends of 2014 are all about grabbing and keeping the interests of shoppers.

Retailers are learning that their survival depends on how well they adapt to this customer-centric reality.

Today, the classic “brick and mortar” is being replaced by “click and mortar” shopping experience. Fashion is a sector capitalizing on digital technology and e-commerce more than any other, and as tech-innovator and trend leader the UK is leading us into the future with a global fashion charge.

Improving Shopping Experience in Fashion Retail

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Understanding Fashion Retail Industry / 16 Market Overview / 17 The New Shopping Era / 21 Technology Trends / 23 Customer Segmentation / 31 Changing Customer Journey / 37 Takeaways / 40

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Primary Research

Environment Scanning / 43 Online Questionnaire Survey / 49 Insights & Opportunities / 54 Design Directions / 55

Design Brief One -

Shopping for Others

Why do we gift? / 60 Current Customer Journey / 63 Stumbling blocks / 65 Competitive Analysis / 67 The Concept / 70 Concept Storyboarding / 72 The Application Flow / 74 Application Screens / 77

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Design Brief Two -

Digital In-store Experience Stumbling blocks / 87 Choosing Options / 89 The Concept / 91 Concept Storyboarding / 93 Concept Application / 96 Customer Experience / 101

Conclusion 108 References 110 Appendix 114

CONTENT

Preksha Shukla | Design for Retail Experience | NID | 2014

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UNDERSTANDING Fashion Retail Industry | Market | Channels | Technology | Customer

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Fashion has to do with ideas, the way we live, what is happening.

- Coco Chanel

Fashion Retail Industry Over the past 15 years, the fashion industry has undergone a profound and baffling transformation. What used to be a stable three-month production cycle—the time it takes to design, manufacture, and distribute clothing to stores, in an extraordinary globe-spanning process—has collapsed, across much of the industry, to just two weeks. The “on-trend” clothes that were, until recently, only accessible to well-heeled, slender urban fashionistas, are now available to a dramatically broader audience, at bargain prices. A design idea for a blouse, cribbed from a runway show in Paris, can make it onto the racks in Wichita in a wide range of sizes within the space of a month.

many satisfying explanations as to how this huge shift came about, especially in the United States, and why it happened when it did.

Fast fashion is a contemporary term used by designs that move from catwalk to stores quickly in order to capture the current fashion trend. Fast fashion clothing collections are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year.

In the late 20th century no other country marketed fashion like the Americans. The best known designers in America and known by all, are Donna

Popularly known as “fast fashion,” this trend has inspired a great deal of media attention, but not

Factors responsible for the shaping of Fashion Retailing Political First and Second World Wars, labour exploitation and child labour

Economical The great depression, credit crunch, recession, foreign workforce/call centres to reduce costs

Social

Removal of class barriers, musical eras of the 1950s, 1960s, 1970s and 1980s, social networking, the rise of the celebrity

Improving Shopping Experience in Fashion Retail

Technological Mass production, television, internet, advanced materials and fabrics, mobile phone technology

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Market Overview

$

U.S 294 bn in 2014 414 bn by 2018

â‚Ź

Europe 111.2 bn in 2014 233.9 bn by 2018

50%

of the total sales will be offline in 2018 (influenced by web) - Forrester Research

Preksha Shukla | Design for Retail Experience | NID | 2014

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The wider value of a physical store by 2017

Being a point of inspiration for people buying online £2.1bn

Direct sales through store £38.5 bn

Being the place where online mobile transactions are made £400m

Being a point of collection for click-and-collect shoppers £1.1bn

- Conlumino

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Fashion Retail Industry is growing!

Annual Global Apparel Revenue

2013 - $ 1.2 trillion Women wear

$621 billion

Menswear

$402 billion

www.marketresearch.com

Indian Apparel Market

India's retail garment market has over the past few years attracted a clutch of the world's largest private labels that are banking on the country's young consumers to spur western wear business. According to a 2012 report by Boston Consulting Group, consumption expenditure on apparel in the country is expected to increase 3.8 times to $225 billion, or about 14 lakh crore, over the next seven-eight years.

Preksha Shukla | Design for Retail Experience | NID | 2014

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Clothing: Market demand (nominal US$ million) - Economist Intelligence Unit

300, 000 .............................................................................................................

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2009 2010 2011 2012 2013 2014 2015 2016

Asia

{

North America

Western Europe

{

Fast fashion brands are expanding rapidly in Asia but face stiff local competition

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The New Shopping Era Omnichannel, Multichannel or Cross-channel Multichannel is the key to our success and our growth, whether you are talking about wholesale, stores, online or concessions in shops,� says the

Multichannel developments driving an agenda of innovation across retail organisations

No matter what market you are aiming at, Multi channel is top of any management agenda. Today virtual is the touchpoint of any brand , and if you give a good representation virtually, that is going to pull customers into the store. That is where we are driving growth, and we have noticed that

Almost half of consumers regularly use three or more channels to do their shopping, so an integrated retail experience is vital.

the stronger the online offering is, the more people come into the stores.

Preksha Shukla | Design for Retail Experience | NID | 2014

Retailers are acknowledging the importance of click-and-collect as it combines an online and in-store retail experience, allowing consumers to develop brand loyalty.

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Understanding the channels for shopping Stores Generally declining in importance Fashion stores are becoming polarised into two types: those that act as points of collection or as places to make more functional, need - based purchases; and, more experiential and act as brand enhancers. Within fashion, store will still be critical going forward, but fewer of them will be needed to serve consumer needs.

PURCHASING INSPIRING

Mobile Becoming more important, but remains embryonic Mobile is still in its infancy and in many ways is not suited to fashion because of the screen size and resolution limitations. Because of this its function as a purchasing or transaction channel will remain small over the next four years. Mobile’s main role in the multichannel environment is for research – checking prices or scanning QR codes to get more product details.

EMBRYONIC

RESEARCH

Online Becoming more important and influential Online is becoming more important for fashion. Generally, it is still most commonly used as a channel to research details and check prices.

However, this is changing: with improvements in both bandwidth, which allows more media to be easily digested and the design of websites, the online channel is helping to inspire and excite consumers.

RESEARCH

Social media Becoming more important but has an indirect influence Social media remains a very small direct driver of purchasing. However, within fashion it is growing as an influencer of purchasing decisions. Increasingly consumers use social media to share However, more worryingly for retailers, they also use it as a channel to discuss and publicise bad experiences or products.

EMBRYONIC

Currently most important for...

PURCHASING

INFLUENCE

Becoming more important for...

Source: Conlumino

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Technology Trends a) The Digital Influence

1920 Radio was introduced

retaile r comp to integrat e uter s ystem s

1969

1939

TV goes main stream

1939 Univ Code ersal Pr (bar oduct code )

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developed by London’s Fits.me

2012 LUME launches wearable in Fashiontech

2013 First Ge iPhone neration launch

200

0

2007

8 0 0 2

2005 Improving Shopping Experience in Fashion Retail

ment y a p y s ctles into UK b a t n Co uced ycard a d l o c r r t in Ba

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b) Retail becomes fashionably digital

Launch of rooms in UK, recommends products & accessories to consumer with no need to try on clothes

Apple launch of iBeacon technology to show increase in interaction with the procucts

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Launch of Amazon Firefly, use of camera technology to point and buy products instantly

David cameron announces that ÂŁ45m of public money will be made avaiable to technology companies for Internet of Things

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c) Mobile shopping is growing rapidly...

Consumers use search as their main resource to help

RESEARCH PRODUCTS

82% { search engine

Store Website Brand Websites Store apps Deal websites

1 in 3 online purchases are made on a mobile device

90% Preksha Shukla | Design for Retail Experience | NID | 2014

of smartphone shoppers use their phone for pre-shopping activities

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d) Impact of Social media...

81%

says posts from their friends directly influenced their purchase decisions

Social media plays an important role in influencing people especially the Millennials (Generation Y), their purchasing decisions.

According to research, by 2017, these consumers will have more spending power than any generation has ever had, but they shop differently, are hyper-social and endlessly curious about what other people are doing.

30% Improving Shopping Experience in Fashion Retail

are most likely to respond to brands offers when they have been reposted by a friend

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Investing where

‘IT’ is

58% of global retailers increasing IT budgets this year - Oracle Retail

e) The store of today: of evangelists and pragmatists “I think there is a lot of confusion about digital.

Opinion is polarised. You have a large evangelical sector among retailers who believe that everyone wants a digital experience in every part of their existence. And they are creating shops that are digital hubs. But the idea that you want to shop on your computer is changing. People actually go into a shop for the whole experience. If you go to a football match you don’t watch the match on your computer. You can make coffee at home, but you go into a coffee shop for a different experience.

Shops are a three-dimensional experience and I believe that the evangelists have gone over the top. There is a whole industry around digital tools in shops that my research is telling me is a waste of money.

The second group are the flat-earthers. They still don’t believe digital is going to happen, and there are still a lot of those in fashion retailing. In the US there are even more of them.The winners are the pragmatists. These are the people who believe you need an excellent omnichannel set-up and convenience. And if you have shops as well, that is make your website amazing, which is what those pure-players like Asos or Net-a-Porter do. But if retailers have lots of shops they should not be spending millions of pounds on magazine editors and rich content to a level of a magazine or newspaper on their sites, because if you have shops customers don’t need that.”

Chief Executive Of Leading Fashion Retailer

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Customer Segmentation

Baby Boomers 50-64 years Purchase power Time for shopping Technology fluency

Myth: Older adults don't spend money online Fact: Boomers outspend younger adults online 2:1 on a per-capita basis - Forrester Research

Preksha Shukla | Design for Retail Experience | NID | 2014

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Authenticity

Elevated Depression Need family attention

Idealistic

Re-establish connections

Wellness as way of life Self Actualizing Ownership

Desire to be active even after retirement

Buying Power Goal Oriented

Steep learning curve Irregular physical activity Retain youthful appearance

Brand Loyal

Value Oriented Spiritualistic Word of Mouth Money spent on personal health increase

Believe to age naturally Truthfulness

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Generation X 30-49 years Purchase power Time for shopping Technology fluency Gen X consumers won't buy a product until they've thoroughly researched it, which often means conducting extensive Internet searches and scouring online review sites and social media networks

Preksha Shukla | Design for Retail Experience | NID | 2014

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Money on Physical Fitness

Affordable Indulgence

Holistic Health

Need Financial Security

Save Money

Nuclear Family

Pragmatic

Avoid Wastage

Fitness Forever Approaches Buy Green Products Stay at Home Trend

Comfortable with Technology Non-Traditional Medicines Connect with Family and Friends

Save Money

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Generation Y 18-29 years Purchase power Time for shopping Technology fluency Fuse social life to tech gadgets Well networked, Embrace brands Rapid response mandatory

Preksha Shukla | Design for Retail Experience | NID | 2014

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More Educated Social Crowd

Slow to Settle down

Tech Savvy

Adopt Western Lifestyle Environment Conscious

Urban Area Accomodation Concerns Optimistic Search for Happiness Brand Loyalty Value True Heros

Unhealthy Lifestyle

Sleep with Cellphones

Mobile phone as Primay touchpoint

High Paying Career

Heterogeneous Communities Adapt New Technology

Record Life in Virtual World

Privacy Boundaries

Study Abroad

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Changing Customer Journey

Customer Journey Stages Identifying the Need

PRE-BUYING

Researching Locating a Store Parking

Entering Browsing Selecting for Trial Talking to the Salesman

IN-STORE

Sharing (Social Media) Making a decision Billing/Payment Carrying/Delivery Maintaining

POST-BUYING

Loyalty/ Revisit Satisfaction/ Word of mouth

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Changing mindsets of the consumer in fashion Old mindset: New mindset: CARELESS CONSUMPTION CONSIDERED CONSUMPTION Quantity Quantity I buy lots of clothing and fashion I tend to invest in key pieces Product Holistic It’s mainly about the product It’s about the product and the background to the product Price Value I want everyday low prices I don’t mind paying for good things Impulse Considered I buy things without thinking much I buy things I like, but think about what I’m buying

22% I like to look through lots of things when I shop for fashion

60% I want retailers to present fashion that is relevant to me”

68% Searching through lots of clothes to find the right thing is annoying

Women respondents agreeing with various statements on fashion - Conlumino

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Takeaways Fashion retail is developing with support of technology. Be it marketing, accessibility, analytics or customer tracking and experience, all are influenced by technological advancement which has happened in last couple of decades.

Technology is not only making certain tasks faster but is also helping in delivering exciting experiences by enhancing customer involvement.

The debate of In-store v/s Online will still remain, and Mortar’ by bringing digital in the store. Hence, both Offline and Online will grow parallel. A huge impact of social media is seen and is considered to be an advantage for the retail industry.

On the other hand, Customers are becoming increasingly dynamic as they race to embrace the newest digital channels; shop in new ways on mobile devices, including smartphones and tablets, on the Web and in the store; share experiences socially; and interact with their preferred brands in new ways.

In order to identify these rising customers’ aspirations, primary research and study has been undertaken for a better understanding of how design and technology together can improve experiences.

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Preksha Shukla | Design for Retail Experience | NID | 2014

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PRIMARY RESEARCH Environment Scanning | Online Survey | Finding Opportunities | Design Direction

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Environment Scanning To understand shopping behaviour of individuals

1) Trying to understand New Collection seemed to be lost

Preksha Shukla | Design for Retail Experience | NID | 2014

2) Problem with the hovering sales person

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The study was conducted in Orion mall and Pheonix Market city, Bangalore at different time periods during the week days and weekends Model: Anuja, Manas, Neha, Vineeta

3) Sales person as Stylist 4) No clue about the Collection

Suitable Product Information

What’s the current trend!

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Hunt for a salesman Unable to locate size or color

5) Navigation, Unable to 6) Talk about their experiences

Tiring and Exhaustive

Loss of trust

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Talking about their next purchase

Lot of time wasted

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7) SHOWROOMING - 38% research in-store and buy online 8) Unable to make decision

"I liked many things but will come with my wife on the weekend to shop"

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Unable to decide!

Will I be able

9) Need an option/suggestion 10) Using Mobile technology In-store

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He likes that Brand!

11) People often shop for others while shopping for others

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Online Questionnaire Survey An online survey conducted to validate the observation study.

Interesting responses which helped in shaping the research are listed below

1. Mention something that you like while shopping in a physical store!

It is interesting to see what others are buying The variety available and being able to browse around before finally purchasing anything The fact I can try the clothes on, Instant delivery of the item.

Having a friend or my husband to help make the experience easy and fun Helps me in making impromptu decisions... Most of the Times it ends up as impulsive buy

First hand information, via personal experience.

Product quality validation Physically be able to see, touch, fit into the product The respective store's 'Visual Hierarchy' maintained in terms of the brand arrangement & product/s distinction, perhaps the most.

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2. Mention something that you dislike while shopping in a physical store!

Staff being too intrusive Congested isles where movement is difficult and going back to the same rack is impossible. Long lines for and waiting for the payment. Rude staff Salesmen trying to help me when I wish to be left alone.

Hovering or Absent salespeople Need to go to several stores to compare prices, right sizes not always available. Pushy sales assistants

Can't filter or sort a huge collection Sales person trying to sell me items I am not shopping for.

The uncoordinated, inexperienced and uninterested staff workers. And the way the product prices are displayed are just so misleading.

Bugging attendents When workers there in the store interfere and restrict our choices. Many times there will be no proper response to our demands.

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3. Do you face any problems while

shopping for others, if YES, what are they?

knowing their tastes, brands they usually buy The many size scales in use, style preference of that particular person Browsing gift ideas online, unable to decide

To get it within a budget!

I usually will take a photo of the garment and text to them before purchase. Occasionally, they will send me links of items they might want.

Can't filter or sort a huge collection Very difficult when many friends are contributing.

Their sizes, their choices, how wud i know if he/she likes what I picked for her/him. It’s like a risk, puttting in money on something someone may not like. Also, buying for someone else is such a burden, making choice for others is impossible for me. It’s a compulsion...

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Questionnaire Survey Data Analysis Sample size: 90 (India - 40, Uk - 17, USA - 21 and UAE - 12)

Following are the key pointers obtained from the survey.

This helped me come up with Insights and Opportunities.

Problem with Assisstance

Like shopping in companion

Use Technology while shopping in Brick & Mortar

Often shop for others and have problems

0

10

20

30

40

50

60

70

80

90

Number of people

50 - 64 years

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30 - 49 years

18 - 29 years

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Insights & Opportunities

Know about the Trend and Collection

Shopping for Others

Exchange of Information Relevance of data Contextual Make shoppers revisit the store

Better sales assistance in the store

Help in decision Making

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Design Direction 1 of 2

Improve Experience while shopping for others A lot of people shop for their friends, family, relatives or colleagues during occasion like birthdays, anniversaries, festivals and holiday outings. Often while selecting gifts they come across various problems related to size, color, preferred brand, liking, etc. The problem increases when multiple people want to gift a single person or vice versa.

Hence, here’s an opportunity to ease out the entire process of shopping for others, making it an improved and exciting experience.

Preksha Shukla | Design for Retail Experience | NID | 2014

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Design Direction 2 of 2

Design better in-store experience with appropriate assistance Fashion retail is all about collections and trends which customers are seeking to know. Most of the customers in fashion retail prefer visiting the store once to touch and try out the products. It is extremely vital to have an engaging and stimulating experience by providing the precise information and right assistance.

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Preksha Shukla | Design for Retail Experience | NID | 2014

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Design Brief One SHOPPING FOR OTHERS Focused Research | Current Customer Journey | Stumbling blocks | The concept | Design

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Why do we gift?

Gift giving has social, economic and personal dimensions and develops a typology employing the nature of the gift, the relationship between donor and recipient and situational conditions, such as holidays.

1. To mark important life events 2. To establish and maintain interpersonal relationships 3. To create a medium of economic exchange 4. To socialize children into the customs of society

80%

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people have problems while shopping for others

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Important aspects to be considered while shopping for others

BUY FOR

Preksha Shukla | Design for Retail Experience | NID | 2014

Recipient who could be a friend or family

BUY WITH

Other friends and family

BUY WHEN

Occasion Location

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BUY WHAT

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Liking Appropriateness Utility Permanence Surprise

BUY WHERE

In-store Online

BUY HOW

Payment

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Current Customer Journey

OCCASION

FIND PEOPLE who could be interested in gifting

MAKE A GROUP on whatsapp, Facebook

SEARCH for an appropriate gift

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Below are the activity flows of a group shopping for somebody SHARE links, photos

DECIDE

MONEY COLLECTION

Flow 1 Flow 2 PAYMENT

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Stumbling blocks in the Current Customer Journey

Preksha Shukla | Design for Retail Experience | NID | 2014

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If multiple people decide to buy a gift, sha

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Competitive Analysis Let’s see what are the shopping sites doing to help people shop for others

This is a shopping site having a separate category which provides bundle offers or gift sets mainly based on product and customer segmentation Opportunity: Bring in personalization

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Here, shopping site has a menu option of GIFT FINDER and PRICE. There are gifting options customer vise - Him, Her and also occasion vise.

Interestingly, this site highlights the idea of LIKING and SHARING for a better decision making and to make a shopper revisit.

Improving Shopping Experience in Fashion Retail

Opportunity: The process of liking, sharing and deciding could take place on a single platform in case of group buying 68

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The Concept The idea is to give shoppers a seamless experience when they engage in buying gifts. Researching online and sharing to get reviews has been a very common practice among all age groups but is often scattered on multiple social media platforms.

Here’s an application which allows shopping in groups, get gift recommendations for an individual, makes shopping for or with multiple persons convenient and serves as a platform where all can give opinion, make decision and contribute for the gift mutually.

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2

1

Clara is 52 years old professional

for her family on the weekend.

3

She searches for options for her husband and daugther by entering size/preferences and personality and age. She can also enter the kind of usage and occasion.

5

She checks the price/size on her way to the store. She reads about the material, exchange and maintenance of the garments.

Meanwhile she gets reviews from a friend whom she had shared with.

Preksha Shukla | Design for Retail Experience | NID | 2014

As she is in a new place, she requires assistance. The ‘buy for others’ App tracks her location and shows her the shops around within a certain area.

4

The App shows her location and suggests her a few options, also directs her to the store.

6

In the store, she sees and holds the garments, gets them wrapped, pays with the App while leaving.

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1

It’s John’s birthday. Shaun and his colleagues are clueless what to gift John and how to manage a gift

2

Shaun comes across a widget which says ‘buy for others’ (An app which assists to get good deals and buy a gift for someone easily)

3 4

All together feed John’s personality type, their budget and the occassion. The App shares all information to the people involved

All view the suggested deals and option while selecting. Each one pays their share by the money spliting option in the app and they get the packaged gift delivered

Concept Storyboarding Scenario 1 An individual shopping for more than one

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Scenario 2 Multiple people shopping for one

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FEED INFORMATION

LOGIN

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SHOPPING PAGE

FAVORITES

HAMBURGER MENU

PAYMENT PAGE

The App Flow THE SHOPPING PAGE

FILTERS

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Login Screen Application Highlights

Recommend

Share and Vote

Login with a Social Media platform

Steffygomes

LOGIN

Split payment

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Landing Screen for first tme user

Gift recommendations of the upcoming events from the wishlists, brands followed, products liked

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Landing Screen for existing user

View New Collection or shop category vise

Active Purchases

Gift recommendations of the upcoming events from the wishlists, brands followed, products liked

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Feed Information

Select the type of Occasion

Search the Recipient

Name the event

Invite friends to join

Event day and time (if required)

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The Shopping screen - particular group Filter Options

Recommended by the application

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Favorites

The Favorite page is common for all the group members

Give your vote by adding a garment to favorites

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Group Chat

Favorites

Group Chat

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The Shopping Cart

Selected garments in the cart

Split the payment equally or manually

Pay your share

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Design Brief Two Improving In-store Experience Stumbling blocks with Assistance | Conceptualizing | Customer Experience

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Stumbling blocks with Assistance

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Choosing Options Make the salesperson equipped

MAY I HELP YOU !

Teach OR Give Device support OR Let him assist virtually Teaching or giving a device support to the salesperson will not completely solve the problem.

Customers need to get their space and freedom to go around in the store. It is indeed challenging for the retailer to make the customer feel warm and as if the store is their own space.

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Make the customer independent, well connected and informed about the store

I CAN HELP MYSELF! A customer should Know what is kept where (Locate) Is able to get Product Information (trend, collection) + Recommendation (What suits me!)

Get assistance only when needed Read review | Share | Get feedback (Decision making) Make payment

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CONCEPT STORYBOARDING Application on Smartphone

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Debbie is 39 years old homemaker who comes for shopping alone one afternoon.

and waves at it (As her phone has NFC reader, she recieves a URL which helps her go to a web app)

3

Immediately she comes across the entire store layout to navigate which show different section the store has.

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On seeing and realising that the store also has men’s wear, she decides to shop for her husband who is at work

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In-store Shopping Solution - Digital In Brick & Mortar A convenient, time saving, less tiring shopping experience!

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While browsing through shirts, requires assistance

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With a click she gets correct and timely assistance which helps her decide. She shares her selected shirts with her husband to get feedback

8

Now she heads to the women’s wear section. She about the collection running, color for her with help of the app

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section. She opens the app and searches. The App gives her the direction from her current location. Also shows her the

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The Concept The idea is to give customers control over the store, their surrounding and help them interact and engage with the store and merchandise completely.

The application designed here, works on both 1) SMARTPHONES & 2) WEARABLES Owned by an individual or by a particular store It allows a customer navigate, search for a particular product, get recommendations, click pictures, share, call for assistance only when required and make payment.

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Concept Application The idea of giving customers control over the store was not positive because of the limitation that a smartphone needs to be held in the hand, which is not advisable as customers want their hands free to touch and feel while in-store.

Here’s when I came across a wearable device, an eyewear - Google Glass which could perform the same way as a phone. It lets customers interact with it by talking and gives them liberty to interact with the product more.

Therefore, more the customer engagement better the experience.

What does the Glass offer?

Take picture Get directions Phone call

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Record a video Send a message Google search

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Forrester sees three main value propositions for Glass

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Removing friction Quicker, easier, more convenient access to information (you don’t have to pull your smartphone out of your pocket all the time)

2

Making location-based information easier to access Holding up a smartphone with an augmented-reality app is awkward, tiring, and geeky. Glass makes getting local data easy and unobtrusive

3

Better audio Has clear sounds and great audio quality, all without disrupting others who are nearby.

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Now Imagine there’s a device that looks like eyeglasses, with a tiny heads-up display embedded in them.

The glasses allow you to see the world in front of you, but you can also see information and images overlaid on top. Which of the following applications would you be interested in using on this device?

Access maps and navigate

65%

Take photos and videos

60%

See information when travelling

60%

See information about products while shopping

58% 52%

See translations of signages See someone’s name and information eg: in a meeting or a party

50% 31%

Play games Other

7%

- Consumer Technology Survey, 2013 Forrester Research, Inc.

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Application Highlights Navigation Product Information Recommendation Click Picture Speak To The Attendant Share/get Review Make Payment

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Customer Experience Discover a new way of shopping with an Eyewear - The GLASS

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Model: Shilpa Nair

entering the store and greets her.

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It tells her about the New Product Collection while she is browsing

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“Ok glass Search for Dresses�

Dresses are kept, so she asks the glass The glass through a virtual space and direction, helps her navigate

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She picks one dress to see, immediately the glass puts across basic information about available

When she asks the Glass to tell her more about the product, it recommends how it can be used and also shares information about the material and maintenance of the garment

“Ok glass Tell me more�

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“Ok glass Click a picture”

She takes it for a trial and Clicks a picture She then shares it with her friend in order to seek opinion

“Ok glass Share with Sean”

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Within a few minutes, she gets a reply from her friends.

She decides to buy, pays and leaves

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CONCLUSION So, what does the future hold for fashion retail?

Market spaces are growing for existing players; hence the competition is rising. It is imperative for a retailer to understand the customer as well as where a customer wants to spend. Today customers look beyond the product and give utmost importance to the experience for which they don’t mind paying.

On the technological front, retail is looking forward to pioneering ideas like Hyper with integrated access to view clothes and instantly order and Sustainable or Smart clothing - Only need to own one item of clothing which The future of retail is indeed going to be impressive and has a huge scope in terms of advancement.

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REFERENCES Retail Trends and Predictions 2014 www.popai.com/store/downloads/Retail2020 RSA - 2020 Retail:

Shopping for Shared Value Global Total Retail Survey - Explore the data: PwC

Analytics for Fashion

In Fashion, Lifestyle, Not Age, Defines a Consumer Group - Forbes

Study by CapGemini redefines the Digital Shopper Retailers struggle to meet omnichannel expectations

by Ben Rossi on 8 May 2014

The Evolution of Fashion Retail - Squared Online

- ARC Fashion Suite from Manthan

How women aged over 50 shop for fashion Trends -Marketing Week

12 more examples of digital technology in retail stores - Econsultancy

Google Shopping Blog

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The Law, Culture, And Economics Of Fashion - C. Scott Hemphill & Jeannie Suk

Understanding the fashion retail market The Noun Project

Credits: Anas Ramadan, Jeremy Juel, Andrew Richardson, useiconic.com, Cris Dobbins, Juliette Wagner, Garrett Knoll, Martin Formm

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Image Credits http://trend-kid.com/fashion-pictures-tumblr-black-and-white.htm - 1

http://computerhoy.com/noticias/hardware/tiendas-apple-sabran-que-miras-ibeacon-7516 - 25

http://en.wikipedia.org/wiki/National_Institute_of_Design,_Bangalore - 5

http://networldinteractive.com/tag/items/ - 26

http://www.imageion.biz/hd-make-up-model-desktop-wallpaper.html - 11

http://sommerfeldt.co/2014/05/01/internet-of-things-or-should-we-call-it-the-emperors-new-we arables/ - 26

http://funny-pictures.picphotos.net/and-tae-yang-had-a-fashion-pictorial-photo-shoot-with-vog ue-korea/media.zenfs.com*ko_KR*News*bntnews*go9iq8qzlh382pxh8xxccc119k31svvz.jpg/ 13

http://www.wallpaper-wallpaper.com/pictures/black-and-white/black-and-white-wallpaper-reti na-hd-download-17/ - 29

http://articles.dailypress.com/2014-01-18/features/dp-fea-new-stores-20140118_1_neighborho od-market-store-new-town - 15

http://www.rentseeker.ca/blog/wp-content/uploads/2012/01/iStock_000009129801Large.jpg 31

http://www.shootfactory.co.uk/blog/asos-shooting-at-one-of-our-london-locations/asos-logo/ 23

http://www.eude.es/que-es-empresa-una-peculiar-manera-de-afirmar-la-importancia-de-los-re cursos-humanos-en-la-estrategia-empresarial/ - 33

http://commons.wikimedia.org/wiki/File:Early_1920s_radio_and_horn_speaker.png - 23

http://www.puntocomm.com.br/cresce-o-uso-de-internet-movel-entre-jovens/ - 35

https://lh4.ggpht.com/5roa8way1uTWBhmwizs3soGM3YUD0MkwyAlZPD_QstJpVceZKuO8lM DRlW7dchvH_dv0=s85 - 23

http://wpwide.com/beautiful-orange-sun-light-girl-wide-hd-wallpaper/ - 42

http://www.businessupdates.nl/tag/online-reclame/ - 23 http://oldtimewallpapers.com/en/others/original_146_minister-d-retro-camera.html - 23 http://www.oregonlive.com/dining/index.ssf/2011/09/dining_mailbag_still_looking_f.html - 23 http://diario.latercera.com/2011/10/06/01/contenido/tendencias/16-85977-9-steve-jobs-creado r-de-apple-muere-a-los-56-anos.shtml - 24 http://www.orlandosentinel.com/features/gone-viral/os-youtube-set-to-launch-music-service-po st.html - 24 http://qz.com/re/2014-tech-preview/ - 24 http://appleweblog.com/2013/09/interior-iphone-5c-y-5s - 24 http://www.bihartech.com/blog/ - 24 http://www.edicionesespeciales.elmercurio.com/destacadas/detalle/index.asp?idnoticia=20140 9161699243 - 24 http://www.creativeguerrillamarketing.com/augmented-reality/augmented-reality-changing-ga me/ - 25

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http://www.georgjensen.com/en-gb - 53 http://johnrintoul.com/galleries/cosmetics - 58 http://wondrouspics.com/new-year-gift-ideas-2013/new-year-2013-gifts-3/ - 59 http://wallpic.us/brunettes-vintage-wallpaper.html - 73 http://thebestfashionblog.com/womens-fashion/new-2013-2014-trend-fall-floral-print - 78 http://wall4all.me/wallpaper/750863-Sisley-deserts/fashion-photography - 85 http://wall4all.me/wallpaper/750863-Sisley-deserts--fashion-photography - 86 http://full.visitagratis.com/t/imagenes/10220036/Wallpapers-de-gran-variedad-3_3/ - 87 http://www.dripbook.com/larry_jones/portfolio/retro-illustration - 89 & 90 http://perspectech.com/category/google-glass/ - 95 missbeyphotography.com - 97 www.ozone.bg/product/google-glass/ - 100

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APPENDIX Online Questionnaire Survey form Fashion Retail (Apparel | Footwear | Accessories) This questionnaire is a part of a research to understand shopping behaviour of individuals in the fashion retail sector in order to derive buying patterns.

Kindly spare a few minutes to answer them. Thank you * Required Country of current residence *

I belong to Age-group *

I am a *

Female Male By profession, I am a * Student Self-employed Working professional Other:

I am * Single Married Other:

I prefer buying Apparel | Footwear | Accessories * By personally visiting a store Online Improving Shopping Experience in Fashion Retail

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I mostly like shopping * Alone With a friend With a group of friends With my partner With my parents Other:

I also shop for others * like friends, relatives, siblings, partner, etc.

Alone With a friend With a group of friends With my partner

If yes, the problems I face while shopping for others are

I often use latest technologies available for shopping * like mobile apps, QR code scanners, iBeacons, etc.

YES NO

I seek assistance while shopping in a store * Never Sometimes Often Always

Assistance for

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While buying, I mostly consider * choose one

Product information Friend’s opinion Reviews seen online (most liked by people) Celebrity recommendation Other:

Something I like the most while shopping in a store is *

Something I donot like while shopping in a store is *

Thanks for anwsering all the questions patiently. Please feel free to add, suggest or comment on the survey. You can share any other experiences that you have had with a brand or a store which would help in my research.

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