THE DESIGN PROCESS OF:
INNOVATING IN THE FASHION INDUSTRY Isabel Escobar
Olivia Hnatyshin
Isaac P茅rez
Gonzalo Rovegno
Dec 路 15 路 2015 PGDM 5100 Strategic Design + Management in New Economies MS in Strategic Design + Management Professor Erin Cho Ph D
OUR PROCESS Phase 1: Understanding Phase 2: Mapping Phase 3: Ideation Phase 4: Prototyping Phase 5: Implement
CHALLENGE: DESIGN AN INNOVATIVE PRODUCT OR SERVICE
1 UNDERSTANDING
POTENTIAL INDUSTRIES _Environment & Technology
_Consumers
Entrepreneurship
Solution Seekers
Connectivity
Easily Bored
Bike Lanes
Nomads
Health Concerns
Curious
Fashion Awareness
Millennials
Fast Living
Self Sufficient
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FASHION CONVENIENCE INFORMATION BRIDGING WEARABLE TECHNOLOGY 5
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LIFESTYLE PRODUCTS
_Daily Commute
_Convenience
City
Fashion
Young
Functional
Cool
Versatile
Belonging
Adaptability
Culture
Easy to wear Marketing strategy Standout
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INDUSTRY FOCUS FASHION
KEY WORDS
LIFESTYLE
CONVENIENCE
TRANSPARENCY
STORYTELLING
VERSATILE
APPROACHABILITY
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FASHION + CONVENIENCE
2 MAPPING
MIND MAPPING INTERACTIVE
TRANSPARENCY
MANY COSTUMERS
LOW COST
CONVENIENCE WEATHER PROOF
HIGH COST
ADAPTABILITY
FEW COSTUMERS
PROFIT
DISRUPTIVE
CHILDREN ADULTS
MILLENIALS
UNCONVENTIONAL
COATS LINE
PERSONALITY APPROACHABILITY
MALE/FEMALE
GENDER
AGE
SOCIAL MEDIA STORYTELLING
LIFESTYLE
COST
MANUFACTURING
BRANDING FASHION SENSE
MATERIALS
UNEXPECTED
INNOVATION
MANUAL LABOR
REUSED, RECYCLED
TECHNOLOGY
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MIND MAPPING MASSIVE
VIRAL
NO TIME HUMANITIES
TV, PRINT, RADIO, INTERNET
LITTLE KNOWLEDGE OF CLOTHES CARE
DIGITAL ASPIRATIONAL ADVERTISING / MARKETING CAMPAIGN
EXPENSIVE
SCIENCE
REDUCED BUDGET
CELEBRITIES
PICKUP & DELIVERY CHEAP
LESS RESPONSABILITIES
CUSTOMIZATION
HANDWASH
SINGLE
STORYTELLING
WASH & FOLD ONLINE
PROFESSIONALS
TAILORED
DIY
CUSTOMERS
MORE RESPONSABILITIES
FAMILIES
NEIGHBORHHOD EXPENSIVE LOWPROBABILITY OF DAMAGE
CLOTHES DAMAGED
SOCIAL MEDIA
UNIQUENESS
HIGH PROBABILITY OF DAMAGE
STUDENTS
AVOID LAUNDRY
LAUNDRY
DRY CLEANING
INTUITIVE
FASHION + CONVENIENCE
APP
WORK INMERSE
NO TIME LOTS OF MONEY
BRANDS TRENDY
REAL PERSON
CHANNELS
MANUFACTURE DESIGN
TRUST CUSTOMER SERVICE
BRAND OWN E-COMMERCE
ONLINE SHOPPING
FASHIONABLY AWARE
BASICS LASTING TRENDY
PRICE
QUALITY
E
NL IN
O
B RI CK N
SHIPPING
M
BRAND RECOGNITION
KIDS CLOTHING
DINK
SERVICES PERSONAL SHOPPER
PERSONALIZED
PAYMENTS
SEASONAL
OR
CURATED ITEMS
D
EVERLASTING
MAT ERI
ALS
BA
D
TEC
FR US
ER
DAY TO DAY
SP MI
3rd PARTIES SITES
CLASSICS
GOO
EXPENSIVE
REGULAR
P
EA
CH
R
TE
SUBSCRIPTION
CE IO PT
RETURNING CUSTOMERS
HN
AT I
OLO
ON
N
DELICATE
QUANTITY
DELICATE
UNIQNESS
FIT
CERTAIN QUALITY
TR
GY
W
OR
D
BA
D
RE
VI E
W
OF
CO M
PL
M
OU
TH
AI
NS
S
COST BROKEN CHANNEL TO CUSTOMER
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PERSONAS Understanding our Customer Segments
EDITOR IN CHIEF | MOM
DEMOGRAPHICS female married 38 years old $220,000 / year
DEVICES
BRANDS
DESCRIPTION Emily has been married for 10 years, has 2 kids age 6 and 8. She works in a Publishing house in Manhattan. Her husband has a full time job in an Advertising Agency. Emily has a very demanding job and doesn’t have a lot of free time other than that to spend with her kids. Her weekends are packed with children driven activities but every once in awhile she leaves them with her husband and goes out on shopping sprees. She likes to look nice even on the weekends. She wears a lot of skirts, scarfs and has a definite intimate relationship with her shoes. Even though she’s in publishing, fashion magazines are a bit of a guilty pleasure.
SENIOR ANALYST DEMOGRAPHICS male in a relationship 34 years old $165,000 / year
DEVICES
BRANDS
DESCRIPTION After working for JP Morgan for a few years in New York, Tim left to lead the Latin American branch of a small consultancy firm based out of Connecticut. He wears a suit and tie every day of the week. On the weekend he likes to wear nice clothes, button down shirts and khakis, and has a bit of a preppy look. His favorite clothes brands are Brooks Brothers, J-crew and Banana Republic. Since he is leading the Latin American Branch he has been traveling a lot to different countries in Latin America and he always takes with him two or three suits. Besides traveling to other countries he also travels nationally (Boston, Chicago, San Francisco and Miami). Wherever he goes he always brings his suits with him. He commutes from New York to Connecticut every day and usually arrives to New York when most of the clothes stores are closed. He tailors some of his suits but is an avid online shopper. He doesn’t like the shopping crowds.
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PERSONAS Understanding our Customer Segments
ACCOUNTANT
COLLEGE SENIOR
DEMOGRAPHICS
DEMOGRAPHICS
female single 31 years old $63,000 / year
male single 22 years old $15/hr
DEVICES
DEVICES
BRANDS
BRANDS
DESCRIPTION Katherine is a Columbia University alumni accountant, she now works as a Senior Director of Marketing at a Consultant Agency in Manhattan. Likes things organized and doesn't have much time left in between all of the company’s activities. Because of that she has recently moved to an apartment with full amenities including washer and dryer in the building, near the office in the Meatpacking District. She likes to workout early in the mornings before going to work, she’ll usually go out running and then end the session with some fitness and stretching exercises, she’s a fitness fan. She enjoys going shopping but since she has little time during the week, she allocates the weekends to do so. Recently she signed up to an online shopping service tailored for busy women on the go, a styling service to help her keep her looks updated and always be in the know of the latest trends.
DESCRIPTION Gilberto is originally from Brazil, he moved to New York enrolled at a full time undergraduate college experience at Parsons. He’s a senior in Industrial Design and is starting to think what steps to take to develop his professional expertise. He used to live in the campus dorms, but he has recently moved to an apartment in Brooklyn. He is living on his own for the first time so he’s getting to learn how to look after the apartment he shares with a fellow classmate. He is motivated to do things for himself but isn't naturally the most handy person when it comes to house chores. Apart from that, the whole college experience is extremely time consuming, especially in this time when he’s working on his thesis project. As a designer to be he admires well-made products, his fashionably aware and is constantly looking for new trends.
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JOURNEY MAPS Understanding our Customer Segments
SHOPPING EXPERIENCE
Getting brunch
EDITOR IN CHIEF 38 YEARS OLD MARRIED MOTHER OF 2
EMPATHY MAP
Going into the shop to buy
Doing online browsing about latest trends
Trying the clothes Going into the shop to buy for her family Hand out the clothes to her family
POSITIVE Cleaning person doing laundry
- I want to look professional during the whole day and not to be seen as a soccer mom Cleaning person arrives
Paying for the clothes
THINK AND FEEL
SEE
Taking care of all the new clothes
Going to dinner
- I wish I could have more time to spend doing what I like - Should I sign up in for stitch fix? They say you get really good things! - It’s time to get a promotion!
- The girls told me there are amazing shopping online sales - Apart from the savings, they get to save time, because they get to see the new HEAR things available. - I can get the things to be delivered for free. - I can earn points and/or gift cards!
LAUNDRY EXPERIENCE
Getting back to home
- Her friends have new clothes from brands that they didn’t use to buy. - Ads take her to other brands websites
NEUTRAL
SAY AND DO
Picking her kids during lunch break
- Hires someone specialized to do the laundry, sometimes leaves her own things to do them herself - Signs up in amazon and other e-commerce webpages - Buys online gifts for her family during the holidays
GAINS
Taking kids to bed
PAINS
Having someone to help me out, means I can spend more time with my family.
What if the person working for me doesn’t follow instructions properly?
Clothes maintenance allows me to wear all my clothes as if they were new everytime. It makes me feel empowered!
It’s not convenient for me to be on top of things 100% of the time.
I need to be always on top of all fashion trends.
NEGATIVE
She needs to take her kids to school
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JOURNEY MAPS Understanding our Customer Segments
SHOPPING EXPERIENCE
LAUNDRY EXPERIENCE
BUSINESS TRAVELER SENIOR ANALYST 34 YEARS OLD IN A RELATIONSHIP
Wearing the suit in a meeting
EMPATHY MAP Trying it at home
- I have to look presentable and professional at work - I wonder where he gets his suits - I like and feel great when I look nice - I wonder how people see me, old enough? - Sometimes I wish I didn’t have to wear a tie - I wish shopping wouldn’t be so annoying - “He looks nice!”
THINK AND FEEL
- His shirt looks a little wrinkly - “I’m liking this new suit!”
SEE
- “ I like him, he always looks real profesional” SAY AND DO
Wearing the suit again Paying for it
- They could use a change of wardrobe
- I bet that suit cost him thousands! HEAR
Walking out of the store
- Everyone is looking very nice today, like the wardrobes this week. People are stepping up their game - There are so many option in these stores!
NEUTRAL
Picking a brand
Choosing the appropiate one
- He’s very confident - Very sure of himself and his work - Drops off laundry at dry cleaning - “ I really need this dry cleaned by tomorrow” - Once he’s find a brand he likes, he sticks with it until somthing new comes out.
GAINS Always having my suit ready to be worn and look amazing!
The suit is ready to wash Weekend pick-up
Missing week-day pick up
PAINS He needs a suit
Losing time and money when I can’t trust the laundry service to get my things on time.
NEGATIVE
Looking for what he likes
Going to the shop to try it on
Trying them on
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JOURNEY MAPS Understanding our Customer Segments
SHOPPING EXPERIENCE
LAUNDRY EXPERIENCE
ACCOUNTANT 31 YEARS OLD SINGLE ONLINE SHOP Order Items
EMPATHY MAP
Cell phone ringing - pay her bills!
FIRST WEAR
Open the mail!
Received two compliments
POSITIVE
FIRST WASH
I’m not sure I have this whole laundry thing down... Do I have money for rent and that bag? Laundry? How about drinks instead. I hope that sale is on all weekend! Exhausted. I need a vacation. Do my coworkers like me?
INSPIRATION
RECEIVE NEW ITEMS
Magazines Pinterest Bloggers
At her apartment
It fits!
SECOND WASH Send out with mobile cleaner
SHIPPING
THINK AND FEEL
There’s an even better laundry app delivering in her area
RECEIVE ITEMS
Wait for mail Check tracking #
PROCESSING Wait for dry cleaning
TAKE ACTION Get refund
Email blasts HEAR
SEE
People talking behind her back
HR girl is stepping up her fashion game. Walks by stores on way to work. Window shopping!
SAY AND DO
BACK TO SQUARE ONE NEUTRAL
Go shopping again (brick and mortar)
RETURN ITEMS Return for right size Free returns
Please take EXTRA care of this - dry cleaner Can’t get her off of her phone! ClassPass, Magazines..
PROCESSING
GAINS If this works out, I will save so much time and eventually money because I won’t have to shop as often.
Delay on order
PAINS What if after staining my shirt and send it out to dry clean I still get it back damaged?
TAKE ACTION Fight for refund
SECOND WEAR Stained item
TRY ON ITEMS Wasn’t what she expected Doesn’t fit properly
NEGATIVE
RECEIVE ITEMS
Clothes came back damaged
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JOURNEY MAPS Understanding our Customer Segments
SHOPPING EXPERIENCE
LAUNDRY EXPERIENCE
STUDENT 22 YEARS OLD IN A RELATIONSHIP
EMPATHY MAP
POSITIVE Wearing the shirt during the party
- “Ugh, I hate Laundry! That Pile is getting so big! - I really miss how mom did my laundry at home - What if I drop off my laudnry instead of doing it myself? - I hope I don’t damage my clothes, I really don’t have money to buy more right now Trying it out at home
THINK AND FEEL
- “I spent so much time at the laundramat this weekend” HEAR
SEE
- I heard one guy ended up with everything colored pink
SAY AND DO
- Laurndry prices are high! - Other friends’ shirts ironed perfectly - Everyone at school talking about how they drop off their laundry. NEUTRAL
I would like to buy something that will last me a long time and save money in the process.
Picking up his clothes from the laundry
Looking for it on his mobile He needs a black shirt
- I hate laundry - He takes two big duffle bags of dirty clothes on the weekend to the neighbourhood laundramat and drops them off.
GAINS
Taking the shirt to the laundry
Taking the shirt to the laundry
Decidying to go shopping
Organizing his clothes
Getting tyred and buying anything that fits
PAINS Having to spend big amount of money in one moment.
Doesn´t find it Thinking about asking for a return
INSPIRATION Order Items Spends a lot of time loooking for it
NEGATIVE
Realizes his shirt got damaged Accepting his loss
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JOURNEY MAPS Understanding our Customer Segments GENERATIVE
SHOPPING EXPERIENCE
LAUNDRY EXPERIENCE
SHOPPING! LOOKING GOOD FIRST WEAR PARTY OUTFIT
POSITIVE
NEUTRAL
Emily
TIME CONSTRAINTS LAUNDRY DAMAGE SERVICE FAILS
Timothy Katherine
NEGATIVE
Gilberto 19
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INSIGHTS FROM MAPPING Understanding our Customer Segments
_PAINS
_GAINS
Time Constraints Laundry Damage Service Fails
Shopping Looking Good First Wear Party Outfit
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3 IDEATE
1. FASHION + MAINTENANCE
IDEATION Insights & Highlights IDEA 1
FASHION & MAINTENANCE manufacturing product + service subscription membership
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ITERATION
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2. FASHION + CONVENIENCE+ TRAVEL
JOURNEY MAPS Understanding our Customer Segments
PREPPING TRIP FREELANCER 26 YEARS OLDER SINGLE
TRIP
FINDS THE PLACE! Finish Freelance Job
EMPATHY MAP
POSITIVE
ENOYING TRAVEL!
ARRIVING AT DESTINATION
Packing Saying Goodbye Big smile
Research Blogs Lonely Planet Magazines
I really want to get over this job so I can go out and travel I think I have enough money saved I wish I had more time to buy all the essentials I need , the things you never really think you need because you think you already have them.
FLIGHT!
Research Weather How much should he bring?
THINK AND FEEL
PACKING
Computer shutting down A lot of options for travel
Flights taking off
HEAR
SEE
Whispers, jealosy that he can go travel wheneber he wants
People looking at him with “I kind of want to be him right now” looks. A lot of photographs of different places to travel
SAY AND DO
MAKING LISTS OF WHAT TO BRING
NEUTRAL
FEELING OVERWHELMED DISORIENTED
SECURITY AT AIRPORT
Go shopping again (brick and mortar)
I’m ready to go! New adventure here I come! Tends to go shopping by himslef, likes spending time with him
WAKING UP EARLY TO GO TO AIRPORT
GAINS
Am I forgeting anything?
PAINS
Convenience in his travels. Gets to talk to other travelers.
Going shopping for things that should just be readily avialble.
GOING SHOPPING
NEGATIVE
What do I really need? Will it be cold? Hot? I’ll just get both
PREPPING TRIP
TRIP
RETIRED 67YEARS OLD MARRIED
EMPATHY MAP
Arriving: Being picked up by private driver.
POSITIVE
Going out exploring the city
Picking a destination. I really want to get over this job so I can go out and travel I worked all my life, I deserve to enjoy my last years
Meeting other veteran travelers
Everyone should be able to delight themselves on the beauty of the world.
Discussing destination with old friends
Flight: first class being pampered
THINK AND FEEL People whispering about how cute he is with his wife in all his adventures. People always saying: Awwwws and YAY’ss
HEAR
SEE
Asking the concierge at hotel for advice to buy other essentials
People worried about them traveling alone Young people throwing away their lives. Young love
NEUTRAL
SAY AND DO
Having lunch at the hotel.
I don’t care if I’m almost 70! I’m traveling as much as I can before I go. Shopping exhaustes me. There are too many people in small places
GAINS Having more people pampering them
Arranging with Tourism agency
Going to the airport
PAINS Going shopping and not being too savvy on the internet
Packing
NEGATIVE
Going las minute shopping (it takes longer than expected)
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JOURNEY MAPS Understanding our Customer Segments PREPPING FOR THE TRIP
TRIP
BUSINESS TRAVELER STUDENST-YOUNG PROFESSIONALS 21-34 YEARS OLD
HAVING FUN ON THE FLIGHT! FLIGHT
POSITIVE
EMPATHY MAP
Finally Picking what to do based on blogs
ARRIVING
PICKING A PLACE We’re so excited to spend time together! It’s gonna be a blast!
PACKING
TRIP STARTS!
I never know what to bring on these trips, my friends always pick the most random of places
THINK AND FEEL Phones ringing! Text messages blasting! Their friends making to do lists
The music that will be heard on the trip!
HEAR
SEE
Rushing people in the subways! People going crazy at the shopping mall!
Your other friend making fun of you making to do lists.
NEUTRAL
Shopping for all the possible combinations
Messaging friends to see who’s in
SAY AND DO
Getting ready for that destination
Airport shopping
RESEARCH` Argueing with everybody about what is best
I don’t think we’ve ever done a trip like this! Going shopping for the essentials. Calling all the group to make sure they have everything ready.
GAINS
PAINS
Have a support group to exchange ideas.
Back and Forth messaging about where to go
Not enough knowledge on what to bring on certain trips
Blaming one of the members for bringing the incorret clothes for the weather.
Not making sure what to bring Argueing about where to go
NEGATIVE
SHOPPING EXPERIENCE
LAUNDRY EXPERIENCE Getting brunch
Working Mom 34 YEARS OLD Married
Going into the shop to buy
Doing online browsing about latest trends
EMPATHY MAP
Trying the clothes Going into the shop to buy for her family Hand out the clothes to her family
POSITIVE Cleaning person doing laundry
- How am I going to get all this done before the trip begins?
Going to dinner
- I wish I had someone to help me out and figure out all the little details that take up time
Cleaning person arrives
- The kids are going to have so much time
- Darling, do we have all the passports ready to go? - Mom, should I take my cold pj’s or my warm ones? - You should really get everything packed now.
Paying for the clothes
THINK AND FEEL
- Mom! I don’t know where my favorite shirt is!
Taking care of all the new clothes
Getting back to home
- Her husband rushing at work in order to make it to the trip SEE -
Her kids excited about the trip.
HEAR
- Other moms with plenty of time on their hands
NEUTRAL
SAY AND DO
Picking her kids during lunch break
- Shops, grocery shops, packs the kids’ bags makes sure they have all their medicines, sunscreen, underwear etc. - I need you guys to help me out! Otherwise we won’t be packed by the time the car comes to pick us up - Darling, thank you. This trip will be amazing
GAINS
Taking kids to bed
PAINS
Having someone to help me out, means I can spend more time with my family.
What if the person working for me doesn’t follow instructions properly?
Clothes maintenance allows me to wear all my clothes as if they were new everytime. It makes me feel empowered!
It’s not convenient for me to be on top of things 100% of the time.
I need to be always on top of all fashion trends.
NEGATIVE
She needs to take her kids to school
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BUSINESS MODEL CANVAS Fashion + Convenience + Travel
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IDEATION Insights & Highlights IDEA 1
IDEA 2
FASHION & MAINTENANCE
FASHION TRAVEL CONVENIENCE
manufacturing
product + service
product + service subscription membership
e-commerce shipping / operations partnerships customization subscription membership
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ITERATION
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3. FASHION + MAINTENANCE + UPCYCLE
*Lifespan 1ยบ period full price
4ยบ period 1/4 price
2ยบ period 3/4 price
3ยบ period 2/4 price
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IDEATION Insights & Highlights IDEA 1
IDEA 2
IDEA 3
FASHION & MAINTENANCE
FASHION TRAVEL CONVENIENCE
FASHION & UPCYCLE
manufacturing
product + service
manufacturing
product + service subscription membership
e-commerce
cost structure
shipping / operations
product + service
partnerships
e-commerce
customization
trade / return policy
subscription
subscription
membership
membership
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IDEATION Insights & Highlights IDEA 4
LIMITED EDITION FASHION & BENEFITS manufacturing cost structure product + service e-commerce shipping / operations partnerships customization subscription membership
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4. LIMITED ED.
BRAINSTORMING SESSION
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VALUE PROPOSITION A Limited Edition of T-Shirts with an optional membership to gain exclusive access to the upcoming collections.
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HOW DOES IT WORK? Initial Limited Edition Tee + Credits
STEP 1
STEP 2
first purchase + account set up
add credits to your account
Your First Purchase $38
1 credit $30
3 credits $75
4 credits $90
(20% off your next ltd. ed. tee)
(35% of your next 3 lt. ed. tees)
(40% of your next 4 ltd.ed. tees)
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HOW DOES IT WORK? Initial Limited Edition Tee + Credits
STEP 3
STEP 4
receive newsletters notifying you of new styles available
use your credits to get new tees can buy up to 3 in a month if you don’t like styles, check back next month your credits don’t expire
HI MIKE!
4
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BUSINESS MODEL CANVAS Fashion + Limited Ed.
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ASSUMPTIONS
People care about exclusive fashion People will buy pre paid T-shirts Manufacturing is cheaper and feasible Email is the best channel for news Our Designs are universally “cool� PR Strategy (social media) is the key to our success
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4 PROTOTYPING
PROTOTYPING
PROTOTYPING
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SURVEY 1 Insights & Highlights
ASSUMPTION #1: PEOPLE CARE ABOUT EXCLUSIVE FASHION
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SURVEY 2 Insights & Highlights
ASSUMPTION #2: OUR DESIGNS ARE UNIVERSALLY “COOL”
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5 IMPLEMENT
IMPLEMENT Online Service
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IMPLEMENT Newsletter
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IMPLEMENT Brand Strategy
IMPLEMENT Press
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IMPLEMENT Future Marketing Campaign
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THANK YOU Isabel Escobar
Olivia Hnatyshin
Isaac P茅rez
Gonzalo Rovegno
Dec 路 15 路 2015 PGDM 5100 Strategic Design + Management in New Economies MS in Strategic Design + Management Professor Erin Cho Ph D