The Future Of Fashion Retail / Case Study - H&M

studying

retail
i nformation society / / retail
1

introduction
We will explore this future from the
perspective of brands, shoppers,
retailers, and communities, highlighting
how technology and our senses play a
role in the retail experience both in and
out of the store.

This report seeks to understand the
forces of change and provide a
framework in which we can envision this
new future of the retail world.

2

e
h f
t ie
r
i nforma
b
tion society / / retail
3

identify
upcoming digital trends

observe
business's current innovation,
social behavior and interaction
between them.

explore
new (digital media) possibilities.

learn
the business,heed advices from
the top digital maestros, and
TEAMWORK.

4

TO SIMULATE OUR RESEARCH,
WE PICKED A CLIENT
TO WORK WITH.

YES, LIKE A CASE STUDY.

WE DECIDED TO CHOOSE...

5

WHY
?
6

Because they are
the largest fashion
retailer in the world.

Thus,
the challenge is to
take a huge company
that are growing by
the minute to be
more personal
to the consumers.

7

8

9

H&M’S
CURRENT DIGITAL INNOVATION

10

the
future
consumer
11

the
power
of
me
12

13

“ We are becoming
increasingly focused

“
on ourselves. The Most of our time is spent focusing
web has made us on our own time and needs, and
information time is precious to us. The future
empowered and a consumers are not just groups, but
growing factor in our groups of people with individual
lives is purchases

”
mindsets.

”
convenience.

CONVERSATIONS
“ We are shifting

“
towards post-
modernistic values We are more and more used to
where job,
satisfaction, portfolio getting information the second we
want it.
”
careers and
empowerment of
the individual are

”
core values in life.

14

wha t
will
change
the wa y
you
shop
i nforma
?
tion society / / retail
15

e
e u r
h t
t u il
f f a
o e t
r

16

key
learnings
to the
future
of ret ail

17

connectivity
Increased access to the
mobile web is freeing the retail
experience from the confines
of the physical and traditional
online environment, allowing
shopping to take place
virtually anywhere.
in-store
experience
Creating a flexible in-store
environment through design,
product offerings and
promotions, ensures that
each visit will feel like a
brand new experience.

18

cross
collaborations
Leveraging collaborations based on aspects such
as locale or cultural touchstones, maintains a
brand's relevancy in the eyes of the customer.

Whether physically or
through connected
technologies, shopping is still
best experienced socially.

collective
decisions

19

complimentary
curation
Introducing likeminded products and
services into standalone retail
environments shows customers that a
brand is confident in their core offering
and looking to further enhance the in-store
experience.

integration
Physical stores should connect with their
online presence to encourage alignment of
brand awareness.

20

gns
in io
at at
e rs
rve
cn
co

Brands must actively x
take part in the y
conversation, otherwise
o
g il
their customers will do
so without them. o
l
ta The introduction of connected

e
technologies into retail
n
h
r
environments is changing the
c ways that stores are able to
e provide customer service.
t
21

transparency
Empower customers by
providing them with all of the
tools needed to make an
informed purchase decision.

purchasing
convenience
In the new customer-centric approach
to retail, stores need to continually find
ways to lower barriers to purchase and
be prepared to make a sale whenever
and wherever a customer is ready.

22

observ tion:
a
Beyond an evolving the decentralized
shopping experience, retailers must
begin to contemplate the impact of
digital media and the effects it is having
on purchase decisions.

23

PERSONAL
SERVICE FOR

all
A big company
should still always
remember each Standing in line
and every
customer counts.
THE and waiting for
your turn, gives
CHALLENGE you time
to re-evaluate your
purchase and end
up not buying.

“get in,
get
out”
24

fashion
super-
market?
Because quality
of products also
means quality of
customer service. THE
CHALLENGE
digital
presence
has lack of integration
with their messaging in
their physical stores.

25

e
h w
t o
h
26

inst nt
a

social

personal

27

t
h
e
w
e
b
r
f
id

"An interactive concept that personalizes, socializes and simplifies
the shopping experience, integrating both digital and analogue."

28

transparent lcd
interactive shopping
windows displaying relevant
information

physical “Likes”
applying the Facebook
concept to brick and
mortar

RFID customer cards
personal identification and
response

29

personalization
information can be placed
into context when
requested

brand-owned media
becoming and controlling
the actual communication
channels (e.g. apps)

30

RFID
for customer and product
identification

social media
using a limited form of
crowd-sourcing to get
results

31

RFID
in support of automatic
payment and for product
identification

32

personalization
using personal
measurement profiles and
other gathered user data to
create a better customer
experience

33

Thank You.

WWW.SIXPINKELEPHANTS.COM

HYPER ISLAND DIGITAL MEDIA’12
INFORMATION SOCIETY // AUGUST 2010
GION TUMMERS MARTINE FONSTAD-SMITH MATTIS FORSMAN THERESE ALBERTSSON SIMON CARL GRANATH PEBBLES LIM

34

The Future Of Fashion Retail / Case Study - H&M

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