AT A GLANCE
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Leading Apparel Retailer / /
Value Chain and Manufacturing Audit
redefining personalization in retail and manufacturing
Personalization Scan
THE BRIEF
Guest Context Labs Curated Experience Immersion Co-Creation Labs Journey Mapping
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01
A Cognizant Digital Business Company
A leading athletic apparel retailer approached Idea Couture to rethink and redefine the meaning of personalization in the fashion and athletic apparel market. In its quest to be a leader in retail personalization, the company sought to redefine personalization across the product, manufacturing, and retail experience. The Idea Couture team was tasked with generating greater value for both the consumer and organization itself through product personalization; to do this, the team would have to establish a new way of thinking about the product and experience that could impact the entire retailer.
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THE APPROACH
rethinking personalization in the athletic apparel market in the context of product and experience
p y r i g h g n i z a n m p a n y
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THE OUTCOME
placing personalization within the context of culture and experience To move beyond stereotypical notions of customization and bespoke tailoring, Idea Couture began identifying and codifying a new definition of personalization. This definition was created through cultural immersions and experience scanning to discover why people seek personalized products, experiences, and services. The team also sought to crystalize the design principles that set meaningful personalization apart from the industry standard. A detailed value chain and manufacturing audit, combined with business immersion, allowed Idea Couture to align this vision of personalization with internal capabilities to transform existing initiatives into future strategies.
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2 0 1 7 g i t a l
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an organization centered on the experience of personalization
03
The creation of a new personalization platform with a particular emphasis on sensory design. Moving beyond just the innovation team, this platform is aligning the organization around new product innovation, manufacturing, store design, and guest experience.