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Come le aziende di moda innovano il retail

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Non entrerai più in un camerino: come le aziende di moda innovano il retail.

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Come le aziende di moda innovano il retail

  1. 1. Online e Offline nel Fashion Retail Alcuni case study
  2. 2. Trend in atto nel fashion retail Alcuni case study
  3. 3. 3 Topshop rende il cliente protagonista Topshop Virtual reality Catwalk show Topshop regala le emozioni del front row alle sue clienti. Postazioni in vetrina e visione a 360 gradi della sfilata grazie alla tecnologia Oculus Rift.
  4. 4. 4 Vetrina touch e shoppable. Unisce il negozio online e quello offline creando una nuova esperienza d’acquisto per il consumatore. Adidas crea la vetrina shoppable Adidas NEO Label
  5. 5. 5 Un negozio aperto 24/7 Adidas NEO Label • La shoppable window permette l’aumento delle ore di apertura e vendita del negozio • L’ orario prolungato dello store aumenta le vendite • I consumatori sono attratti da questa nuova possibilità d’acquisto Come funziona? • L’utente si collega con il proprio smartphone tramite un url e un pin visualizzati nella vetrina • L’utente può scegliere gli abiti facendoli indossare ai modelli/e virtuali • Trascina gli item che vuole acquistare in una shopping bag virtuale che viene visualizzata anche sullo smartphone, dove può concludere l’acquisto e condividere gli item sui social
  6. 6. 6 H&M Sistemi di pagamento • Nel nuovo flagship store di Times Square i camerini sono forniti di: • sistemi di pagamento • stazioni IPad • Non è necessario recarsi in cassa • I pagamenti sono più veloci • I clienti hanno accesso a tutta la collezione dal camerino
  7. 7. 7 Burberry Iniziative store • Nel flagship store di Londra • Esperienza di pagamento “like home”: clienti pagano con pos seduti su divani • I camerini hanno schermi con sistema di rilevazione chip su radiofrequenza • Quando il cliente entra in camerino, gli schermi mostrano immagini di passerella degli abiti che sta per provare • Nei camerini per bambini sono presenti tavolini bassi con iPad e app per disegnare
  8. 8. 8 Marc Jacobs apre il tweet store Marc Jacobs • Per il lancio del nuovo profumo Marc Jacobs apre un temporary shop a New York durante la NYFW 2014 • Store pensato per le social addicted: wi-fi, lounge area, zona bar, dj set, zona shooting • Pubblicando con l’hashtag #MJDaisyChain su Twitter, Instagram o Facebook si ricevono degli omaggi o degli sconti • Inoltre il contenuto ritenuto più originale vince una borsa Marc Jacobs
  9. 9. 9 In accordo con la nuova campagna fatta di immagini glitch e gif, Diesel installa nei propri store delle GIF Booth. Vere e proprie macchinette che permettono agli utenti di farsi gif e condividerle sui propri canali social. Diesel fa divertire i clienti #dieselreboot
  10. 10. Lagerfeld Karl Lagerfeld concept stores • Postazioni ipad dove poter: • consultare la collezione, i video e le ultime novità del brand • lasciare commenti diretti allo stilista • scattare foto degli item e condividerle sui propri social • Fitting room con specchio interattivo per scattare selfie del proprio look e condividerli sui social con i filtri Karl’s inspired • Casse portatili che rendono l’esperienza di check out dal negozio smart e fluida
  11. 11. 11
  12. 12. 12 Qualche numero La portata del fenomeno Selfie • Ad oggi su Instagram sono presenti 143.238.234 foto taggate selfie • Milano è la prima città italiana per selfie scattati ed ottava nella classifica mondiale redatta dal Time • I selfie di tendenza sono: 1. Duckface – labbra “ a papera” 2. Sleeping – soggetto addormentato 3. Dressing Room – nel camerino 4. Sick – in ospedale o malati 5. Mirror – utilizzando il riflesso dello specchio 6. No Makeup – appena svegli la mattina 7. Distracted Drive – alla guida
  13. 13. 13 Con Urban Degree più selfie meno paghi... Urban Degree • Viene sfruttata un’azione diventata trend e uso comune come il selfie • Facendosi un selfie all’interno degli store indossando l’outfit preferito del brand e twittandolo con #urbanselfie, si riceve automaticamente uno sconto alla cassa • L’azione parte dai social ma passa dallo store fisico e dalla vendita, per poi tornare sui social e aumentare la visibilità e il buzz sul brand stesso, oltre alle vendite
  14. 14. 14 ...e diventi ambassador Urban Degree • Inoltre il brand mette in palio ulteriori sconti e premi per i selfie più retwittati e più rappresentativi dello stile del marchio • I clienti diventano così ambassador del brand e del suo stile
  15. 15. 15 French Connection ti mette in vetrina French Connection • French Connection ha lanciato la campagna #canthelpmyselfie, che punta all’interazione con il pubblico per pubblicizzare la sua nuova collezione • Sugli schermi di cinque negozi del marchio, nel Regno Unito, appaiono le foto inviate dalla clientela con indosso gli abiti del brand • L’iniziativa coinvolge i consumatori facendoli votare gli scatti preferiti sia via web, sia passando davanti ai negozi e mettendo le mani davanti ai sensori delle finestre interattive
  16. 16. Come funziona? Un’esperienza curata in ogni dettaglio
  17. 17. 17 Perchè funziona? French Connection • Sfrutta il trend dei selfie: la vanità e la voglia di apparire dei selfie maniac viene appagata • Il brand si prende cura del tuo selfie: trucco e parrucco sono effettuati da esperti all’interno degli store • Le votazioni sulla piattaforma web inoltre allungano l’effetto della campagna
  18. 18. Gummy Industries S.r.l. Via Manzoni 22/c 25126, Brescia Tel 030 5241468 www.gummyindustries.com twitter.com/gummyindustries info@gummyindustries.com grazie

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