Behaviour Change in the Fashion Industry
By Olivia Few N0424096 FASH20031
Contents Page
PAGE 05
PAGE 06 - 20
PAGE 21 - 27
INTRODUCTION
WHERE WE ARE
PAGE 28
PAGE 30 - 32 REFERENCES
IMAGE REFERENCES
PAGE 36 - 37
PAGE 38 - 42
PAGE 43 - 46
CONCLUSION
BIBLIOGRAPHY
APPENDIX
WHERE WE WANT TO BE
PAGE 33 - 35
METHODOLOGY
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INTRODUCTION The fashion industries behaviour has surrounded us by images of ‘perfect’ skinny models, which certainly do not represent the average woman, or man for that matter. However a change may be coming to the high street and hopefully soon. With new technologies and projects around, brands are bringing in new models to their cat walks and mannequins to their stores. The fashion industry seems to be changing its behaviour but at a slow pace. Even with these slight changes, store by store, something seems to be missing. How do we get to more brands wanting to make a change? Looking at how the industry is changing their behaviour within Visual Merchandising and their Retail environment, with content to diversity and technology, has shown that certain ‘big named’ stores are actually making an effort yet designers and smaller stores don’t seem to have the same impression, at what point will this change?
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W NOW ARE NO WE ARE WH ERE WE WHERE Visual Merchandising
Tamara Sender, Senior Fashion Analyst at Mintel, said: “A quarter of women in the UK, are plus-size and wear clothes in sizes 18 and over. These rising levels of obesity in the UK mean that plus-size consumers are increasing and these shoppers are looking for improved choice in plus-size clothing and more fashionable garments,” (Mintel, 2010). This statement shows the growth in plus size is getting bigger and these consumers can no longer be considered as a minority, meaning that retailers need to start realising the potential growth of this market. Brands use these thin, white mannequins in their window displays and throughout store making some consumers feel bad about their own bodies due to the “unrealistic/incorrect view of the ‘normal’ body,” (Anonymous, 2013, A:8).
Debenhams is the first high street store to be making a change against having your typical mannequins in the store window, see figure three. In November 2013, Debenhams nationally launched their size 16 mannequins to run alongside the size 10 dummies, to better represent real women’s bodies. These have become a permanent fixture as they roll out this initiative across the UK with Ed Watson, a director of Debenhams, saying “that the decision was both for both moral and business reasons.
“A QUARTER OF WOMEN IN THE UK, ARE PLUS-SIZE AND WEAR CLOTHES IN SIZES 18 AND OVER.” A British standard for clothing sizes was introduced in 1982, but there is no legal requirement for shops to obey to it. Mary Skinner is a fashion agent who handles many plus size designers, calling the current system, “absolutely ridiculous, and incredibly patronising to women,” (Fashion Telegraph, 2010). Making you wonder why more isn’t being done about it, why don’t all brands have the same system, surely it makes consumers feel off put going into one store if there a bigger size than the store next door. Window displays are a key element to grabbing consumer’s attention and enticing them into the store. 90% of people asked, see figure one, would you be more inclined to go into a shop window if it was interesting, said yes they would, see figure two, (Anonymous, 2013, A:3). This demonstrates consumers are drawn to displays if they see something of interest and this may be what the mannequins are wearing but in the back of their minds their always think ‘well what size does that go up to?’ If they had more of a range of mannequin’s, consumers would feel like valued customers along with their very thin friends, (Spark Summit, 2013).
We have stopped spending thousands on retouching and we show the female models off in a realistic light,” see figure four, (Telegraph, 2013). The step that Debenhams has made is hopefully the first of many for the high street, as their helping people see clothes that may complement their body type, rather than what society thinks, giving them more of an opportunity to buy something without questioning it. Jo Swinson, the women’s and equalities minister, who is driven to promote body confidence, has welcomed the move saying; “Many customers want to see more realistic images in magazines, TV and on the high street, and having mannequins that reflect and celebrate our diverse society is one way of helping to achieve this,” (The College View, 2013). Backing up what Debenhams have done and with media attention, believes that other brands may change their behaviours in the hope for the same attention and praise from their consumers.
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Figure one - Squint Window Display, London, 2013.
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Figure two Survey Monkey Responses to question 3.
Figure four Debenhams broke ranks and pledged to stop using airbrushed models
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Figure three - Jo Swinson at the launch of Debenhams size 16 mannequins.
Figure five - Here Are Some Awesome Models With Bodies You Never See In Fashion
Debenhams have gone that step further to try and change their behaviour by casting its spring lookbook with an array of models who challenge the popular conception of what a model should look like. These are men and women of different ages, ethnicities, shapes, sizes, and heights.
Some are able-bodied and some are disabled, see figure five, (Jezebel, 2012). Debenhams really make their consumers feel wanted by providing for everyone know matter who they are.
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Figure six - Swedish store reveal curvy mannequins
It’s not just the UK who seem to be creating a storm with the media, Sweden appear to have actually beaten us to it. In 2010 fashion fans applauded the curvy, lingerie-clad mannequins spotted in a Swedish chain store, see figure six. The story was posted across many countries including France and Canada
Another way in which the industry is starting to adapt its behaviour is by introducing technology and projects that allow consumers to have an experience, allow them to connect to what is being sold. Therefore, brands are increasingly investing in projects not campaigns, to show what they stand for and
‘STORE MANNEQUINS IN SWEDEN. THEY LOOK LIKE REAL WOMEN’ with headlines such as ‘Store mannequins in Sweden. They look like real women,’ (New York Daily, 2013).This seemed to be a big shock to the media showing that brands around the world are stuck in the same ways and only the select few are breaking the boundaries.
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encourage a more meaningful connection. “A campaign isn’t built to last; it’s generally over before it has even begun. Whereas, a project needs constant nurturing and encouraging, gaining feedback and input to make a deeper engagement between and brand and their audiences,” (Most Contagious, 2011).
‘66% MORE PEOPLE THAN NORMAL CHOOSE THE STAIRS OVER THE ESCALATOR’ Volkswagen did an interesting project that was based upon people not using the stairs enough if they had the option of a lift or escalators. They wanted to see how many people would change their behaviour if they could see the fun side. The stair case was in a Stockholm subway and the stairs were converted into working piano keys, see figure seven, (Creativity Online, 2009).
66% more people than normal choose the stairs over the escalator, (The Fun Theory, 2009). This change in behaviour shows a success in that consumers respond to anything that appeals to them, whether that is just making a set of stairs into a piano.
Figure seven - The Piano Stairs in Stockholm
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W NOW ARE NO WE ARE WH ERE WE WHERE Technology
When it comes to technology and fashion, the industry is slowing bringing in 17 different types to help their consumers retail experience. However, a survey by Omnico said, “only 14% of stores on Oxford Street and Regent Street offer free Wi-Fi and just 8% offer assistance though tablet computers within the store.” It’s shocking to see that one of the leading high streets in the UK have little technology connection. Steve Thomas, chief technology officer at Omnico said, “We’re a little surprised that technologies that improve customer service aren’t particularly prevalent in a prime shopping area of the West End,” (Retail Gazette, Steve Thomas, 2013). Enough isn’t being done within retail to connect with the consumers. Consumers feel they’re likely to shop with a retailer that embraces technology to improve customer service over those that aren’t. 44% agreed with this and a further 63% amongst 16-24 year olds.
“Only 14% of stores on Oxford Street and Regent Street offer free Wi-Fi.” With online sales growing, retailers are worried about the weak economy and not doing enough to entice their shoppers. Cisco has been working on the virtual mirror that allows people to see what they look like in the clothes without having to physically try them on. It allows them to take an image in the mirror so that they can upload it to social network sites or even email themselves, see figure eight, (BBC, 2011). This technology sounds like something that could work in many stores as many consumers hate trying on clothes especially if there in a rush. However, some consumers may feel they would rather try it on to make sure the garment still fits probably.
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Figure Eight - in-store virtual fashion mirror in collaboration with Cisco for John Lewis!
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Figure Nine - Burberrys Flagship store in London
Figure Ten - The Burberry
World Live
Burberry’s flagship store in London plans on bringing some of the web experience to the high street by featuring mirrors that double as video screens and having staff members equipped with IPads. The radio frequency identification technology triggers related catwalk footage when some products are taken into the fitting room or near a video screen, see figure nine, (Econsultancy, 2013). Burberry’s CEO Angela Ahrendts described that flagship store as, “bringing our digital world to life in a physical space for the first time.
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It’s where consumers can experience every facet of the brand through immersive multimedia content exactly as they do online. Walking through the doors is just like walking into our website. It is Burberry World Live,” see figure ten, (Vogue, 2012). The concept that has been introduced is something that Burberry has thought out well and they will hopefully manage to entice their consumers by creating such a retail experience.
Figure Eleven - Debenhams Virtual Pop-up Store
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The pop-up store uses motion-sensitive mirrors which display footage of local runners
Debenhams have again thought about their consumers this time with technology and have recently launched a Virtual pop-up store in the UK. The idea is that consumers can go to the temporary location and try on and purchase items without having to go to one of the main stores, see figure eleven, (BBC, 2011). Debenhams have really put their consumers first and have thought about what benefits them instead of the company, showing a massive growth in their behaviour and their success.
Another brand that is thinking of their consumers and changing their behaviour is Nike. Nikes Fuel Station is an interactive store in London’s pop up Boxpark, see figure twelve. The pop-up store uses motion-sensitive mirrors which display footage of local runners wearing products from the store as customers walk past them. It has interactive touchscreens to allow customers to access further information about products and order online, see figure thirteen and fourteen, (Econsultancy, 2013).
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Figure Twelve - Box Park in London
Figure Thirteen - Nikes Interactive touchscreens at Box Park
Figure Foruteen - Nikes Fuel band Station in Box Park
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Figure Fifteen - Hointer’s OR codes
Some retailers are running shops without any staff. Hointer is run by smartphones and robotic style technology that controls the shopping experience. Nadia Shouraboura, former vice president of technology at Amazon said, “It’s all run through technology. The ability to link it with your mobile device is where the power comes from.
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My mission is to make every experience of shopping easy and fast,” see figure fifteen, (ABC News, 2013). All the customers have to do is use their own smart phones, download the app, walk around the store and start scanning their favourite items. This technology sounds very simple to use and even though there aren’t any people to talk to, Hointer are still creating a very exciting retail experience.
One of the more recent technologies that retailers are bringing to stores is 3D/4D mapping. Ralph Lauren has created their ‘Design your own’ customisable range of polo shirts. This allows customers to create the perfect polo just for them. When Ralph Lauren celebrated its ‘10 Years of Digital’ anniversary with an extravagant 4D projection in New York and London in December, they launched the ‘Design your own’ collection that will be held at Berlin’s prestigious KaDeWe department store, where the 8-minute film was re-configured for the indoor location.
Figure Sixteen Ralph Lauren’s 4D project mapping
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This is the first time 4D mapping has been used inside a fashion store anywhere in the world. It takes the audience on a visual journey, creating the illusion that images of models, products and on occasion polo ponies are literally appearing beyond the walls and floating out into space and towards the audience, see figure sixteen, (Cream Global, 2011). This form of technology is slowly adapting and allowing consumers to see and feel the experience of the brand.
The successes of these brands show that the industry is changing its behaviour by using a range of different techniques. It’s showing that they’re looking at their market and considering who they are and how advanced they are before making any drastic changes. Their considering their views and what would benefit them in the future. Maybe these are the steps that fellow brands are doing but just haven’t got as far. As a fashion communicator and promoter, it’s our responsibility to create original, artistic and eye-catching displays of goods in retail stores. Our aim is to attract the attention of customers and encourage them to buy, (Creative Pool, 2013). We want the future to have this same appeal but with the use of diversity and technology.
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BE TO BE NT TO WANT WE WA WH ERE WE WHERE
Figure Seventeen - No walk on the cat walk
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The projection mapping that Ralph Lauren did is something that stores could start to bring inside showing their consumers everything they have to offer with a flip of a switch. Intel and Franck Sorbier partnered to produce a new type of fashion show as part of the creators project.
This would be a success as it would capture the consumer’s eyes more than just having your normal mannequins. The projection its self could be onto a back screen or onto mannequins, changing the item of clothing and the type of mannequins to allow the brand to incorporate
There was no walk on the cat walk – with only one “physical” dress! In this show, there was no walk on the cat walk – with only one “physical” dress, the rest was projection mapping, see figure seventeen, (Adverblog, 2012). This sort of projection mapping would be good in the window displays of the brand’s stores.
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diversity. Using projection mapping within the store is also an option for future growth as brands could have projections of their newest collection on a screen for the consumers to see their latest fashions. This is similar to what Burberry did with their mirror technology and allows consumers to identify what the store has to offer.
Figure Eighteen - A Frans Baviera dress with a code on the bodice
Another technology that will be big in the future is use of IPads and QR codes. This comes from their success of their use so far. Mike Wehrs, the president and chief executive of Scanbuy, a leading player in the QR industry said “that between the third and fourth quarters of 2010, scan rates doubled and have continued to accelerate since. In July we crossed over to doing more than one scan every second. It’s just becoming more and more pervasive everywhere you look,” see figure eighteen, (New York Times, 2011). IPads are also having a successful welcome to stores with CEO Gary Schoenfeld at PacSun, a California brand, saying, “Clearly, retailing is undergoing a fundamental change, and the appropriate adoption of new technologies can be a critical piece in building relevance with today’s consumers.
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Customers and store associates are finding the iPad to be a welcome surprise at Pac Sun, and are giving us very positive feedback for being an early adopter,” (Mobile Marketing, 2100). These sorts of technologies offer the online experience many consumers love but actually in the stores instead of their homes. Figures have shown that the number of people visiting UK shopping centres has fallen by nearly 5% over the last four years, (BBC News, 2011). The industry wouldn’t want this to continue and as time goes on brands across the world are considering new ways to make their consumers experiences something more enjoyable and allowing them to connect with the brand, hoping to lower this percentage.
The A-I-D-A model, is four steps that consumers go through before making a purchase. There independent steps that allow this generation to be in control of how much the store makes. If a brand was to follow these four steps, attention, interest, desire and action, they have more of a change of capturing the right consumer and pleasing them in the future, (Functional Marketing, 2012). The generation that this model would target most is generation Y, currently aged 18-32, see figure nineteen.
“This generation has been named the most materially endowed generation, the dot.com, digital natives generation”
“This generation has been named the most materially endowed generation, the dot.com, digital natives generation as well as being very tech savvy- bringing social media and productivity skills to the workplace,” (McCrindle, 2013). This demonstrates the generation are the first to be brought up with evolving technology; they’ve watched it change every day and want the newest technology the minute it’s out. Brands bringing this into their stores to create a retail experience are giving the consumers exactly what they want and as time goes on, hopefully the future of this generation will be able to appreciate what brands have done.
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Figure Nineteen Generation Y
When it comes to the visual merchandising of the store, it’s just as important for the window experience to be as interacting as the main store itself. “Going forward, designers should use mannequins to project their own identity,” says Candy Pratts Price, creative director of Style. com. “If the economy will allow, mannequins should be designed for each individual store,” (VMSD, 2013). This idea of a mixture of mannequins is something that has been spoken about before and with big names like Debenhams doing something about it, shows that the diversity in fashion is changing.
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When asked ‘Would you like to see more plus size and coloured mannequins in stores and in brands window displays?’ 70% said yes, see figure twenty-two, with responses like, “some stores have more of an appeal for bigger women, and they would rather see clothes that suit their body type rather than feeling scared of buying or trying on clothes that are on thin models. They should use coloured mannequins for clothes that better suit different skin tones,” and “so people can see if clothes actually compliment their body type, rather than what society thinks their body type should be,” (Anonymous, 2013, A:7/8). This suggests a possible change in how beauty and identity is looked at. Some people and hopefully brands are seeing that not everyone is the same and wants to be appreciated for who they are.
Dr. Pia de Solenni comments on the notions of beauty and “how we notice a particular look in the eyes, a gesture, an action towards someone or something else. How physical beauty can and should be a sign of an interior beauty; it should reveal an agreement between the beauty of the exterior and the beauty of the interior,” (Murray Hill Institute, 2005). This statement is expressing the physical beauty of a person and could relate to how consumers see mannequins in a brands window display. If they connect with what diverse beauty there is, they may be more inclined to visit the shop. By having small actions that change the brands behaviour like mannequin changes or projects that show they are thinking of the generation Y then their behaviour may change.
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The Mirror Neurons are cells that fire during both the performance and observation of a specific action. In people, mirror neurons are theorised to play an important role in imitation and understanding the actions of others. It is argued by researchers that they are vital for many aspects of social interactions that include understanding the aims of others and concluding their mental state from their behaviour, (The Guardian, 2013). This is like being put in another’s shoes and seeing things from their perspective. Brands know what there consumer wants and by creating such eye-catching and diverse displays and experiences, hope that they will copy what they’ve displayed and purchase the latest trends. This links to other brands observing this and copying what they do, hoping their consumers will re-act in the same way. Mark Earl says that, “In every aspect of our lives we copy each other or differentiate ourselves from others in behaviour, clothes, accent and opinion. We start to become who we are through copying each other” (Mark Earls p41). Consumers want to copy their role models, they want to have the latest fashions and copy what the models have worn on the catwalk and this won’t change in the future but the way brands go about this can change by introducing these new technologies and mannequins to help change the way this generation thinks.
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N SION CON CLUSIO CONCLU
If brands want to move forward and entice their consumers they need to adapt their behaviour to some of those that currently have. The experience that surrounds a person when shopping should be something else, something that connects the consumer with the brand from the outside window to the displays in store. This should be created though technology and diversity to appeal to the generation of today. The industry shouldn’t sit back and just let things happen in the hope that over time it will develop by itself because if something isn’t done soon then that 5% that dropped will keep dropping and before we know it retail won’t exist, everything will be done online. The change in behaviour needs to come from both the brand and the consumers to get away from the typical thinking of ‘perfect’.
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Georgia Luckhurst. (2013). H&M: Use Plus Size Mannequins In Stores!.Available: http://www.sparksummit. com/2013/10/07/hm-use-plus-size-mannequins-in-stores/. Last accessed December 2013 Graham Charlton. (2013). 11 great ways to use digital technology in retail stores. Available: http://econsultancy.com/ blog/63087-11-great-ways-to-use-digital-technology-in-retail-stores. Last accessed December 2013. Jenna Sauers. (2012). Here Are Some Awesome Models With Bodies You Never See In Fashion. Available: http://jezebel. com/here-are-some-awesome-models-with-bodies-you-never-see-472480891. Last accessed December 2013 Maria Nikias. (2013). Seattle High-Tech Clothing Store Runs Without People. Available: http://abcnews.go.com/blogs/ headlines/2013/03/seattle-high-tech-clothing-store-runs-without-people/. Last accessed December 2013 Mark Earls (2007). Herd: How to Change Mass Behaviour by Harnessing Our True Nature. London: John Wiley & Sons. 41 Michael Somerville. (2013). Retailers slow to adopt technologies that ‘improve customer service,’ claims survey. Available: http://www.retailgazette.co.uk/articles/24003-retailers-slow-to-adopt-technologies-that-improves-customer-service-claims-survey. Last accessed December 2013. Mo Costandi. (2013). Reflecting on mirror neurons. Available: http://www.theguardian.com/science/neurophilosophy/2013/aug/23/mirror-neurons. Last accessed December 2013. Olivia Few. (2013). Behaviour Change in Fashion. Available: https://www.surveymonkey.com/s/S9GJXWB. Last accessed December 2013. Stephanie Rosenbloom. (2011). Want More Information? Just Scan Me. Available: http://www.nytimes. com/2011/09/22/fashion/qr-codes-provide-information-when-scanned.html?_r=2&. Last accessed December 2013
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IMAGE REFERENCES IMAGE REFERENCES
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Figure 1 – Olivia Few, (2013), Would you be more inclined to go into a shop if a window display was interesting and was promoting a campaign? Results [ONLINE]. Available at: https://www.surveymonkey.com/analyze/1_2Bvx_2B3QyPOwm3BpHT7uaLh4_2F53y2LC_2BSocRi6DCGVcY_3D [Accessed December 2013]. Figure 2 – Own picture Figure 3 – AFP photographers, (2013), British Equalities Minister Jo Swinson poses with size 16 mannequins during a photo call at Debenhams department store in Oxford Street, central London, [ONLINE]. Available at: http://fashion. telegraph.co.uk/news-features/TMG10432040/Debenhams-brings-size-16-mannequins-to-the-high-street.html [Accessed December 2013]. Figure 4 – Getty Images, (2013), The dress size of the average British woman has grown from a 12 to a 16 in just over a decade, but stores still typically use size 10 dummies to display clothes [ONLINE]. Available at: http://www.telegraph. co.uk/women/womens-life/10428452/Debenhams-launches-size-16-mannequins-nationally-to-better-represent-real-womens-bodies.html [Accessed December 2013]. Figure 5 – Jenna Sauers , (2013), Here Are Some Awesome Models With Bodies You Never See In Fashion [ONLINE]. Available at: http://jezebel.com/here-are-some-awesome-models-with-bodies-you-never-see-472480891 [Accessed December 2013]. Figure 6 – AFP Photographer, (2013), Full-figured mannequins cause Internet stir [ONLINE]. Available at: http://www. nydailynews.com/life-style/fashion/full-figured-mannequins-internet-stir-article-1.1301213 [Accessed December 2013]. Figure 7 - Blue Projects, (2013), The Fun Theory - Piano Stairs [ONLINE]. Available at: http://thinkblue.volkswagen. com/com/en/blue-projects/thinkblue-fun-theory.html [Accessed December 2013] Figure 8 – Cisco IBSG, (2011), Cisco StyleMe Provides a Fun and Immersive Mashop Experience for Customers. [ONLINE]. Available at: http://www.cisco.com/web/about/ac79/docs/retail/StyleMeEngagementOverview_120611FINAL.pdf [Accessed December 2013]. Figure 9 – Ella Alexander, (2012), Burberry Opens Regent Street Flagship [ONLINE]. Available at: http://www.vogue. co.uk/news/2012/09/13/burberry-regent-street-flagship-opens [Accessed December 2013].
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Figure 10/11 - Sadie Whitelocks , (2011), Debenhams has been the first UK brand to trial the new augmented reality technology which allows shoppers to try on potential purchases without getting undressed or battling through crowded shops [ONLINE]. Available at: http://www.dailymail.co.uk/femail/article-2055719/Virtual-changing-rooms-hit-high-street-Debenhams-trial-new-technology.html [Accessed December 2013]. Figure 12 - (2013), About Boxpark Shoreditch [ONLINE]. Available at: http://www.boxpark.co.uk/about/[Accessed December 2013]. Figure 13 – Nikes Interactive touchscreens at Box Park. (Own Image). December 2013 Figure 14 – Nikes Fuel band Station in Box Park. (Own Image). December 2013 Figure 15 – Courtesy Dan Belia, (2013), Seattle High-Tech Clothing Store Runs Without People [ONLINE]. Available at: http://abcnews.go.com/blogs/headlines/2013/03/seattle-high-tech-clothing-store-runs-without-people/ [Accessed December 2013]. Figure 16 – Kristin Knox, (2010), Ralph Lauren 4D: From London to New York [ONLINE]. Available at: http://www. theclotheswhisperer.co.uk/2010/12/ralph-lauren-4d-from-london-to-new-york.html [Accessed December 2013]. Figure 17 - Bridget, (2012), Creative Technology and Fashion [ONLINE]. Available at: http://www.adverblog. com/2012/07/11/creative-technology-fashion/ [Accessed December 2013]. Figure 18 - Stephanie Rosenbloom, (2011), A Frans Baviera dress with a code on the bodice. [ONLINE]. Available at: http://www.nytimes.com/2011/09/22/fashion/qr-codes-provide-information-when-scanned.html?_r=2& [Accessed December 2013]. Figure 19 – Generation Y. (Own Image). December 2013
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BIBLIOGRAPHY BIBLIOGRAPHY
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1. http://www.libdemvoice.org/jo-swinson-launches-size-16-mannequins-37093.html 2. http://jezebel.com/here-are-some-awesome-models-with-bodies-you-never-see-472480891 3. http://www.refinery29.com/2013/11/57239/robyn-lawley-nude-kenneth-willardt-exhibit#slide-1 4. http://www.cnbc.com/id/100975288 5. http://www.theguardian.com/technology/2013/may/11/3d-printing-coming-high-street 6. http://www.telegraph.co.uk/finance/comment/10327030/Companies-will-only-survive-if-they-adapt-quicklyand-stay-in-tune-with-their-customers-changing-habits.html 7. http://www.experian.co.uk/assets/business-strategies/white-papers/RWC-whitepaper2.pdf 8. http://www.fabcounsel.com/how-to-increase-your-store-sales-visual-merchandising/ 9. http://jezebel.com/the-lack-of-diversity-in-fashion-continues-to-be-a-godd-1065725143 10. http://www.retail-week.com/technology/technology-the-rise-of-interactive-retailing/5039046.article 11. http://www.telegraph.co.uk/news/newstopics/howaboutthat/9093617/Surge-in-sales-of-Adele-sized-mannequins.html 12. http://www.thefashionspot.com/buzz-news/latest-news/343395-plus-size-model-robyn-lawley-photographedby-kenneth-willardt-for-size-does-matter-exhibit-in-nyc/ 13. http://www.i-amonline.com/our-clients/vq 14. http://projection-mapping.org/ 15. http://www.academia.edu/4858274/The_changing_perception_and_buying_behaviour_of_women_consumer_in_Urban_India 16. http://fashion.telegraph.co.uk/news-features/TMG7607901/Our-dress-size-continues-to-matter.html. 17. http://fermanaghherald.com/2013/11/fashion-focus-does-size-matter/
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APPENDIX APPENDIX
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Appendix 1
Appendix 2
Appendix 3
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Appendix 4
Appendix 5
Appendix 6
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Appendix 7
Appendix 8
Appendix 9
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Appendix 10
Appendix 11
Appendix 12
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METHODOLOGY METHODOLOGY
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I wanted to find out what people thought about the fashion industry when it came to diversity and technology. I wanted to know whether they felt enough was being done to change the behaviour of brands and consumers with in these aspects. I choose to do a survey on survey monkey to see an anonymous opinion on the matter. I felt this was the best choice for my report so I could see a none bias view of what people thought. I sent out this survey before writing my report to allow the responses to back up points I was commenting on. Below is a table with all the questions and responses.
QUESTIONS
RESPONSES
1. How often are you in a shopping center?
On a daily basis - 2 Once a week - 5 Once every two weeks - 2 Once a month - 1
2. How often do you stop to go in a shop because of its window display?
On a daily basis - 1 Once a week - 4 Once every two weeks - 2 Once a month - 3
3. Would you be more inclined to go into a shop if a window display was interesting and was promoting a campaign?
Yes - 9 No - 1
4. If yes why?
If im interested by whats in the window, i try to find it in the store. Advertising is obviously working. Would want to see more of what was in the window. The window display is this shops face out, the look of it and what they display determines if i go in or not. it would make me think the products in shop will be something I like and therefore purchase. If the window display is interesting, it gives the impression that inside the store is interesting. The display shows me what I could buy. If I see something I like, I’m going to go try and finish it in the store. If it grabs my attention and I like the look of what the models are wearing ill go in. You may see something you want to buy in the window.
5. Do you feel that fashion brands are doing enough to change the way they interact with their consumer?
Yees - 7 No - 3
6. If no, what would you like to see done?
They presume to much. It feels like they focus on a certain type of people, look and size. Yes most things come in most sizes, but it feels like the brands could make sure the garments look flattering on a lot of sizes. I don’t think they get anyones opinions enough.
7. Would you like to see more plus size and coloured mannequins in stores and in brands window displays.
Yes - 7 No - 3
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QUESTION
RESPONSES
8. Why?
To show more diversity and allow people to see clothes on a range of sizes. Because current mannequins represent an unrealistic/ incorrect view of the normal body. It makes you feel bad about your own body. I know that mannequins figures are not the average and feel it’d be a waste of money making plus size ones. Because we are not all the same so mannequins shouldn’t be either. The majority of the world’s population is coloured and average sizes are plus sizes. Having only white skinny mannequins give off the wrong message. So you can see how the clothes will fit on different body shapes. Some stores have more of an appeal for bigger women, and they would rather see clothes that suit their body type rather than feeling scared of buying or trying on clothes on a thin model. They should use coloured mannequins for clothes that better suit different skin tones. So people can see if clothes actually compliment their body type, rather than what society thinks their body type should be. I’m not sure. Plus size clothes do not appeal so would rather see mannequins with clothes around the same size as the clothes I would wear.
9. How do you feel about brands using technology in stores to make your shopping experience easier?
I like it. If it makes the experience more enjoyable then great, however not if it was to make the experience impersonal. I think it’s good if you don’t feel comfortable enough to ask sales people, this also makes shopping more of an experience rather than a chore. I’ve never actually been insotres that use this technology so I don’t have an opinion either way. Okay. Fine, the easier the better. Makes it easier for me to get items. Ipads to check stock in the store are a good idea. If im in a rush, having a self check out or an iPad I can do it from would make things so much easier.
10. What would you like to see fashion brands do in the future in terms of changing their behavious?
Ensure their products are sourced responsibly, and increase model diversity. Free returns with online purchases. Have all clothes available in all sizes and tall/petit. Accepting that people don’t look like models and embrace diversity. Maybe stop using fur, and use faux fur instead. Bring out a range of clothes in winter that are practical for wearing outside i.e warm, as well as fashionable.
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I feel that this method worked best for me and this report as it gave me the unbiased view I wanted. It allowed me to see what people thought of the industry in the aspects I wanted and to see what they felt the future of fashion had coming. I asked questions I felt would benefit my report and see what actual consumers thought about visual merchandising and technology. The answers I received were a good mixture and allowed me to write a detailed report and have answers that backed up points I wanted to make. Even with some answers similar, there was a good mixture of views that gave me an insight into what others thought about the industry. I only had 10 respondents and believe that if I had more, it would have given me more to write about but the answers I received were from a mixture of people that who have an interest in fashion and those that don’t.
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