How is the fashion industry trying to catch up with ever growing consumer demands? A collection of signs and cases relating to fashion - brick and mortar, trying and buying experience.

1. snapshot
quick look into the
fashion industry
How is the fashion industry trying to catch up with ever
growing consumer demands? A collection of signs and cases
relating to fashion - brick and mortar, trying and buying
experience.
SIGNMESH.COMSNAPSHOTJANUARY2017

2. content
1
new brick
& mortar
2
new
trying
3
new
buying
CONTENT

3. introduction
signmesh® is the latest tool inspiring the
world's smartest and most innovative
companies, to better understand today and
more effectively shape tomorrow.
In this snapshot we explore the world of
fashion, and how experiences across stores,
trying and buying clothes are changing
based on advancing technology and
growing expectations.
INTRODUCTION
The fashion industry is transforming. Once an un-
reachable guild, digitalization together with consumer
behaviors of see now, buy now, wear now is spurring
even fashion’s major brands to move with the times.
— new brick & mortar
How are real outlets adjusting to ever-growing need
for experiences in-store? What kind of solutions do
retailers offer to make the still popular offline
shopping more enjoyable?
— new trying
How are retailers embracing shopper’s needs for
seamless and instantaneous shopping experience
and mobile phone companionship at this step of the
customer journey?
— new buying
How are retailers embracing technology to make
buying easier? What kind of new shopping &
payment methods are being introduced by fashion
leaders?

4. new
brick & mortar
How are real outlets adjusting to ever-
growing need for experiences in-
store? What kind of solutions do
retailers offer to make the still popular
offline shopping more enjoyable?
1

5. STATISTICS
85% 48%
of consumers agree they will use
stores increasingly as showrooms
rather than purchase destinations
80%
of consumers still prefer to shop at
physical stories versus online
And by the way, stores can save up
to 80% by opening a pop-up shop
instead of a traditional brick &
mortar store.
what is
happening
Sources: Digital Shopper Relevance Report, The State of retail 2015, Navigating the New Digital Divide

6. how do
other’s do it?
How are retailers embracing shopper’s enthusiasm towards
experiences in-store?
SNAPSHOT

7. VISUALSTORYTELLING
a new
experimental
store by Dr.
Martens
The new Dr. Martens flagship store
will be a 4000 square foot store
spread across two floors. The
customers will have chance of
customizing their old or new Dr.
Martens shoes at this location. The
space will have limited-edition
designs, special artwork, GIF photo
booth and customers can take a VR
tour of brands factory in the UK
through Oculus devices.
The store has teamed up with online
radio specialist Mixcloud, and will
serve as live music venue.
Source: http://signme.sh/ZLo_J_BTX

8. VISUALSTORYTELLING
interactive,
personalized
shopping
experience
The Fluid Expert Personal Shopper,
which is available to North Face
customers in stores, harnesses IBM
Watson’s artificially intelligent
language processing. The customers
will be asked a series of questions
related to their needs, as well as their
requirements. IBM’s Watson is
interpreting the answers and will
lead the shopper to products that
meet their individual needs.
Source: http://signme.sh/YrxXEy6wK

9. VISUALSTORYTELLING
store of the future
by Farfetch
Farfetch's customers can log-in to
their Farfetch accounts and start
pulling RFID enabled items from the
racks. Due to the sensory
technology, items will be
automatically added to the
customer’s Farfetch Wishlist. Other
innovations include allowing Sales
Representatives to pull the data of
customers in-store from their
Farfetch accounts, helping them to
better tailor the experience in-store
to each specific customer.
Source: http://signme.sh/Gwl6DCucX

10. VISUALSTORYTELLING
fashion retailer
opens atelier
& Other Stories, an H&M-owned
fashion retailer that launched in 2013,
opened its third atelier in L.A. after
Stockholm and Paris.
The new atelier focuses on pieces
and collections that reflect the West
Coast with going-out looks,
athleisure and bohemian designs.
L.A. was chosen to be the location as
the city's style mixes and matches
with the other two collections.
Shoppers can mix all three lines and
create their unique looks.
Source: http://signme.sh/yQaO3nSCF

11. VISUALSTORYTELLING
tech-enabled
fashion store
Reformation, a fashion brand, is
redesigning its store inspired by
brands from Silicon Valley like Apple
and Tesla.
The new Reformation store will offer
its customers an efficient experience
by digitalizing the shopping
atmosphere with touchscreen
monitors and smart dressing rooms.
This way, the store wants to move
away from a “self-service cafeteria”
feel and messy, badly lighted,
unarranged assortments and
dressing rooms.
Source: http://signme.sh/C35cokW4b

12. VISUALSTORYTELLING
Alexa in retail
In Germany, pants label Alberto is
testing Alexa in its concept store to
talk with customers.
Programmed for “smart
conversations”, Alexa is answering
questions about the current
collection, styles, and the company’s
history.
Alexa is not replacing the human
personnel, it is used to underline
clothing brand Alberto’s innovative
mindset.
Source: http://signme.sh/C35cokW4b

13. new
trying
How are retailers embracing shopper’s
needs for seamless and instantaneous
shopping experience and mobile phone
companionship at this step of the customer
journey?
2

14. STATISTICS
69% 60%
of people who search on their
smartphone for something nearby
visit a related business within a day
87%
of of smartphone owners turn to
mobile search first in a moment of
need
of customers think brands need to
put more effort into providing a
consistent omnichannel experience
what is
happening
Sources: Think with Google, Kampyle

15. how do
other’s do it?
How are retailers embracing shopper’s enthusiasm towards
omnichannel shopping experience?
SNAPSHOT

16. say goodbye to
dressing room
lines with GAP’s
new app
This pilot app, named
DressingRoom, intends to make the
shopping experience easier and
faster for customer. It allows the user
to ‘try on’ clothes using augmented
reality, saving them time waiting in
line for crowded dressing rooms.
GAP aims to solve the well known
fitting problem by investing efforts in
a more precise consumer experience
in terms of sizing and materials.
SHOPPINGEXPERIENCE
Source: http://signme.sh/8rUzfeJSt

17. VISUALSTORYTELLING
try runway looks
on your mobile
Glamour and YouCam makeup app
have collaborated to let you virtually
try New York Fashion Week top
trends at home - both makeup and
outfits.
Glamour has hand-picked
seven looks that have been available
via YouCam Makeup’s augmented
reality platform, which
leveraged facial recognition
technology.
Source: http://signme.sh/HM82tQefK

18. VISUALSTORYTELLING
AR instead of
dressing room
Mountain Dew launches its new
wearable tech clothing line with the
help of augmented reality.
The brand partnered with street-
ware brand VFiles to create Camp
Out, a flashy wearable tech
collection that includes everything
from parkas with built-in speakers to
hats with cameras. Potential
customers are able to try on the new
gear as part of an immersive
augmented-reality experience called
CamoFlector. It superimposes the
clothes on top of viewers with
augmented reality.
Source: http://signme.sh/mUJRzUW8l

19. VISUALSTORYTELLING
digital mirror
helps shoppers
decide
MemoMi’s smart MemoryMirror is
combining aspects of online
shopping with visits to offline, brick-
and-mortar stores. The mirrors,
which placed out on the selling floor,
take 360-degree videos and photos
of shoppers in new outfits. This lets
the consumer browse different
captured views and do a side-by-side
comparison of the chosen outfits to
see what looks best. They can
furthermore email to friends or post
their images to social media, in order
to get feedback.
Source: http://signme.sh/pnE-1YO5m

20. new
buying
How are retailers embracing technology to
make buying easier? What kind of new
shopping & payment methods are being
introduced by fashion leaders?
3

21. STATISTICS
80% 18%
f population are Über Digitals. These
shoppers often use smartphones
and tablets when shopping
52%
of shoppers are now digital
shoppers who regularly buy (from
browsing to purchasing) through
digital means
of Millennials and mass affluents
consider themselves to be among
the first to try new paying
technologies
what is
happening
Sources: Cisco’s Digital Shopping Behavior in an ‘Internet of Everything’ World Report, Accenture’s Digital Payments Survey

22. how do
other’s do it?
How are retailers making use of new digital technologies to
answer to the mobile customer? How are buying patterns
changing?
SNAPSHOT

23. shop in virtual
reality with a
360° view at Ted
Baker
Keeping up with the Bakers is the
latest social initiative from the Ted
Baker, seeking to immerse customers
in a 360 VR user experience.
Scenarios featuring the ‘The Baker
Family’ photographed with a 360°
cam can be explored, with the
models wearing the latest
collections. Customers can click to
add each or all items to their e-
basket.
SHOPPINGEXPERIENCE
Source: http://signme.sh/C1snoYBYH

24. enabling payment
possibilities via
WhatsApp
Using WhatsApp, the Net-a-Porter
group is looking to integrate a
payment capacity into the interface
of the app, allowing their customers
to flexibly purchase products whilst
chatting to their sales
representatives.
This could be particularly popular
with customers making larger
payments who wish to use a more
private communication and payment
method.
TOPTENOFFLINETRENDS
Source: http://signme.sh/iYMxMOjxT

25. BRANDEXPOSURE
see now, buy now
from the catwalk
at Paris Fashion
Week
H&M Studio will offer a “see now,
buy now” concept, making the
pieces of its 2017 spring collection
instantly shoppable.
Everything will be available to
customers immediately after the
label’s show which will be live
streamed on its website.
Tommy Hilfiger, Tom Ford, Ralph
Lauren, Burberry, Topshop are just a
handful of others also moving into
fashion immediacy.
Source: http://signme.sh/ETkBz7H0k

26. BRANDEXPOSURE
Adidas' sweater-
to-go
In the Bikini Berlin mall, customers
can have their personalized sweater
produced in Adidas’ pop-up-store.
Called “Knit for You”, the store allows
customers to design their own
pullover and have it made from
merino wool in a few hours.
The customer is involved in every
step of the production. Body scans
measure the customer’s size in a first
step. Then, the customer chooses his
individual product design for which
there is a “Creators Space” available
that can project patterns directly on
the customer’s body.
Source: http://signme.sh/X7odAdnsz
Source: http://signme.sh/T_wGPOXVa

27. BRANDEXPOSURE
Dior uses WeChat
to sell handbags
The major luxury designer has
launched a limited edition purse
exclusively through China's popular
social network.
Dior launched its boutique shop on
WeChat and released an
advertisement about the limited
edition bag on its official WeChat
account before promoting the
information through WeChat
Moments. The limited edition purse
is made of leather and is called the
"Lady Dior Small China Valentine"
and retails for 28,000 yuan (about
$4,200). On its first day of sales, the
bag sold out shortly after midnight.
Source: http://signme.sh/X7odAdnsz
Source: http://signme.sh/Zm5GJ2pAa

28. what’s the
takeout?
How is the fashion industry changing and what’s the takeout
for others?
THETAKEOUT

29. What can we learn from the fashion industry?
IMPLICATIONS
one-on-one experiences
Fashion is an industry where customers
have lots of expectations for. Retailers and
fashion companies are trying to re-create
one-to-one experiences and personal
stylist services and it is becoming easier
to do also thanks to the development of
technology.
show-rooming
Fashion retailers are starting to recognize
that customers now enter the offline store
with their mind often made up already
and the products perfectly chosen - all
thanks to online. They are changing their
retail spaces into technologically
advanced and useful spaces where
customers just love to spend time at.
frictionless journey
Fashion brands and retailers now are
trying to merge online and offline
shopping experiences to create a smooth
experience throughout the whole
customer journey - that is for all stages:
from online browsing to payment in store.
implications

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