INSTRUCTIONSdownload and print file excel to fulfil as explained during our lessonorganize in sub-groups of max. 3 per each visitcoordinate with your colleagues to act and register all items scoring 1 to 5 according to the CX audit scalefulfil both numbers and comments , write names of the team send to the teaching team 1 file per visit (not per participant) and write the names of the 3 members of the teamremember and note (you may register pretending to phone to somebody) music and scent as they are the easiest to forget Complete visits and send report to all the teaching team members by November 8th
N.B.: All members of each Group should visit all the assigned stores2
Source: Jean- Baptiste Danet, CEO of Interbrand Europe
In retail, the experience is the act of shopping, online, in catalog, or inthe store.
The retail brand comes to life through the touchpoints of its physicaldelivery—the selective mix, color, and packaging of merchandise, thetone and manner of the employees, and the space that’s beenenriched with lighting, images, music, and fragrance, that ultimatelyinfluences a shopper’s purchase decisions.The experiences are everything that matters.
It is the creation of that which is symbolized by the brand’s mark, itsvisual and verbal assets, and creates a lasting emotional bond forshoppers.
In the 1960’s, consumers discovered supermarkets and hypermarketsand huge offers that fostered the discount concept.
In the 1990’s, we saw a new generation of specialized retailers reinventthe retail business.
Brands like Sephora, Zara, H&M focused on the concept and used everytouch point (from space to service) to reinforce this concept.In other words, they acted like a brand.
How can Retail influence the success of a Brand?The store is a physical
expression of the brand and provides a powerful opportunity to make emotional connections and influence choice.
Brand is the way you do business. It is what makesyou different: Brand isn’t just the logo, it’s the physicalreal-time delivery of the promise your brand makes—an experience the consumer will undergo—shopping.
Source: Lee Carpenter, CEO of Interbrand Design Forum and Interbrand North America
Questions of identity are clearly central to Fashion Marketing.Corporate identity is increasingly popular in the retailingindustry. Nevertheless there is limited empirical research onCorporate Identity (Blamer, 1998; Cornellisseng and Elving, 2003).Research tends to focus more on the gap between desiredidentity and actual identity (Kiriakidou and Millward, 2000)
Strategic Plan: Planning on MKT trends,Surveys, Company obljectives and investments,Local Potential and Competitive Analisys…(aFlagship can generate up to 140* million €…)*estimated Revenue for Louis Vuitton Flagship in Paris
Business Performances(Conversion Rate Cross SellingRate, Ticket per Sale, Retention
Rate, Sale per Sq/meter, etc)
To measure a store performance many metricsand index could be used, we already talkedabout some of them, just remember ConversionRate Cross Selling Rate, Ticket per Sale,Retention Rate, etc. (see next slides)
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SKU (Stock Keeping Unit) ?Stores: visual merchandising index
DEFINITION by Doug Brinlee (America Solutions for Business)
An SKU is a stock number used by businesses and merchantsthat allows them to track inventory and services from point ofdistribution to point of sale. SKU is a type of data managementsystem. Each individual item or package is given a code eitherby the distributor or the business owner. There is an SKU codeapplied to every product, item, or other forms of goods that canbe purchased by a customer.In fashion SKU must include the style number and the color.Some prefer to also include the size, This is not wrong but notreally consistent with the objective of the SKU.
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ZARA: Exemple of fast fashion
“This business is all about reducingresponse time. In Fashion stock is like food. It goesbad quick”
by Chief Executive of Inditex Josè Maria CastellanoCar
It's about surprising consumers with temporary 'performances', guaranteeing exclusivity because of the limited timespan
From individual designers teaming up, to real estate agents making better use of vacant properties, to big brands looking to add a bit of 'cool' and agility to their otherwise fixed locations and massive flagship stores
The whole concept gives consumers something that can be perceived as exclusive, discovery-driven and ‘get it while it lasts‘!
A pop-up store opens up at an empty retail location for a few days in a major city, or a mall, with great fanfare. And then, poof! It's gone.
In 2007 Nike opened a pop-up store in Soho for just four days for the sole purpose of selling 250 pairs of the Zoom LeBron IV NYC basketball shoes, named after the popular 22-year-old NBA All-Star LeBron
James. The special edition shoes were priced at $250 each.
Ralph lauren: window shopping interactive experiencePolo Ralph Lauren has redefined window shopping by launching an unparalleled window shopping experience at their Michigan Avenue Flagship store, allowing customers to shop from outside of the store with the touch of their hand - 24 hours a day.
- Alignment of the brand content and consumer experience- Synergy across different marketing channels (from searching information on-line to browsing and purchasing in a physical store)*- Ability of brands to customize the interaction with consumers depending on their status (new comers, loyal consumers, info seekers…).
InstructionsEach Group on Friday Nov 8th will be asked to give their presentation. Few slides (prepare a key to upload on the class PC) on main topics: who theyare, their Biography, Brands theycollaborated with, most important storesthey designed.Consider 5 (max.) minutes for eachpresentation.
Introducing Fashion Communication Lectures Deepen at home and make your own presentation on
InstructionsEach Group on Thursday October 18th
will be asked to give their presentation. Few slides (prepare a key to upload on the class PC) on main topics: who theyare, their Biography, Brands theycollaborated with and their mostimportant adv campaign and famouspictures.Consider 5 (max.) minutes for eachpresentation.
