Pwc by Stephanie Tsz Kei Chow

Retail Experience in Virtual Reality In collaboration with PRICEWATERHOUSE COOPERS

CONTENTS

BRIEF Design a branded pop-up store and retail VR experience around the themes of fashion, home and interior, and/or travel accessories that creates buzz for an upcoming American department store, that is launching an online retail platform in China.

1. Succeed in a market where their brand is unknown, cheaper competition .

is fierce, and market entry is limited to digital only.

2. Use VR to be part of the moments in their customersâ&#x20AC;&#x2122; lives. 3. Offer a pop-up studio experience that will increase brand awareness. 4. Market to the new generation of luxury fashion consumers. 5. Create value for the product and brand through the experience.

----For this Collaborative Learning Center course, PricewaterhouseCoopers (PwC) presented to us SCAD students a challenge to develop a solution for an unknown American department store. The brief stated that the American department store sought to penetrate the Chinese market, where few have heard of their name. They wanted to succeed in a market where competition is cheap yet fierce and to top it all off, they are limiting their market entry to digital only. In addition to this, our American client wants Virtual Reality (VR) to be a key element in our solution. PwC believes that VR, specifically that of the HTC Vive, is an immersive exciting technology that can break boundaries and lead to innovative techniques in the retail world. Using VR as our tool would be able to create moments in the customers lives and this would in turn help to create a connection between an unknown American department store and a Chinese populace with spending power. The VR experience needed to concentrate on one of three themes: home and

OVERVIEW

interior, travel, or fashion. The concept also needed to incorporate the heritage of the brand. The brief also stated that a physical pop up store was needed in order to not only house the VR, but also familiarize the market with an unknown brand and create buzz to attract more potential customers. Faced with this challenge, the class conducted extensive research into who is spending in the Chinese market and what they desire. The class also spent ample time looking into how brands create lasting connections and how to introduce our American client. What you are holding in your hands is a concise documentation of our ideas from conception to actualization over the span of ten weeks.

REFORMATION For our final solution, we as a whole class created a modified and refined VR experience, based on the aspects from the midterm submissions.Through our experience the customer will get to witness the evolution of tailoring, thus customizing their own unique outfit. This will further enhance their knowledge on global fashion.

After our midterm feedback, we went back to the drawing board, with an emphasis on creating a concept that revolved around the customer. We wanted our idea to exist on solid ground, which meant we had to conduct further research into the Chinese market.

RESEARCH

PERSONA MING MEI

TARGET MARKET DESIRES To To To To

'experience' luxury, not just own it. customize experiences and products for individuality. receive more personal marketing. know more about styling.

To see western brands connect with her Chinese heritage.

Our target market are single 25-35 year old females living in tier one cities that earn medium to high income (RMB100,000-300,000 annual income). These women are students or full-time employees with a bachelorâ&#x20AC;&#x2122;s degree. They tend to purchase 1-3 luxury goods within 6 months, and they spend USD150-500 per luxury purchase. These women are knowledgeable in styles and trends, as well as brand symbolisms and are also experimental and highly communicative.

REASONS FOR PURCHASE AGE: 30 LOCATION: Shanghai OCCUPATION: Consultant SALARY: RMB 150,000 STATUS: Single TECH: Huawei Maimang 5

Superior craftsmanship and materials. Internationally known brand names. Innovative design. Socio-cultural brand associations.

AFFORDABLE LUXURY BRANDS

TECH

BEHAVIORAL INSIGHTS Through our research findings, we also discovered that our target market purchases luxury items because of the superior craftsmanship and materials, their innovative designs, and the socio-cultural brand associations to internationally wellknown brand names. Our target market wishes for more personal marketing, desiring the ability to customize products and experiences to make it their own. They also enjoy and would like to know more about combining different brands and accessories.

PRE-LAUNCH ON SOCIAL MEDIA To promote the pop-up store event, our pre-launch plan is to have a WeChat countdown promotion and ask Key Opinion Leaders (KOLs) on WeChat and Weibo to promote the brand and launch the event. Since KOLs have influence over a large number of followers and because peer reviews and recommendations are the key influencers for the Chinese to buy new products. Utilizing KOLs is important to integrate into the prelaunch plan. We wanted to especially promote the event through social media because of social mediaâ&#x20AC;&#x2122;s huge popularity in China. Over 90% of millennials (15-29 years old) have a smartphone, and these millennials make up about 60% of WeChat users. More than 80% of Weibo users (19 years and older) have followed a brand on the service because they desire to interact with the brand and receive news, discounts, event info, and more. In fact, microbloggers followed nearly eight brands on average in 2012.

Weibo And Wechat Mock-Up

IMPORTANCE OF TAILORING IN CHINA The cutting edge tailoring techniques found in Shanghai today can be traced back to British and Russian colonialist influences. Western tastes and fabrics, Cantonese tailoring style, and the difference in build of Asian and Caucasian bodies have overlapped, and molded one another since the turn of the 20th century. As air travel became more accessible, increasing numbers of foreigners journeyed to China to commission garments, and slowly became the most lucrative customers to tailor for. Over time, the tailors of Shanghai migrated to Hong Kong for easier access to foreign business; leaving a void in the wealth of skill and knowledge that once circulated in the former tailoring capital of China. Through the internet, the interest in tailoring and bespoke garments have resurged, both nationally and abroad since 2000. Shanghai is once again seeing demand for the traditional craft, thereby opening the door for a new generation of tailorsto emerge.

20th CenturyTailoring in China

FINAL SOLUTION For our final solution, we as a whole class created a modified and refined VR experience, based on the aspects from the midterm submissions.Through our experience the customer will get to witness the evolution of tailoring, thus customizing their own unique outfit. 50 This will further enhance their knowledge on global fashion.

CLIENT PLACEHOLDER American Department Store Connecting the West with the East Create buzz for the client Sell authenticity Chinese consumers seek authentic products as they pride on status Selling affordable luxury Brands: Michael Kors, Burberry, Kate Spade, Tory Burch, Agnes B.

Logo Design

WALK-THROUGH The experience for the user begins in the queue, where there will be interactive fashion boards that showcase global fashion destinations. These locations (New York City, Paris, Seoul, Barcelona, Los Angeles, and London) are places with strong associations to fashion and are recognized as ideal travel and shopping destinations for the Chinese. Next, the user moves into the VR physical space where there is a blank room with mirrored walls. A foreign actor dressed as a tailor is there to assist the user. The user goes through the VR experience with the HTC Vive headset, and once they have finished their fashion creation, the outfit will be projected onto the mirrored walls. These mirrored walls will have augmented reality features, through which the created outfit can be displayed on the userâ&#x20AC;&#x2122;s body right before their eyes. Next to the projected outfit will be suggested

PHYSICAL SPACE clothing items from the retailer that are similar to the created piece. Users will be able to get a QR code through WeChat or entering their email to purchase those items through the retailer either in the pop-up store or in their free time. Upon exiting the VR physical space, the user can walk into the section of the pop-up store that has mini booths of items dedicated to specific fashion trends, check out the retailer through the provided screens or iPads, or relax in the lounge area. Mannequins in the lounge area will be interacting with the furniture, providing photo opportunities for visitors.

http://retailtechnologylab.screenmediatechnology.com/wp-content/uploads/2015/12/topshop_ARMirror.jpg

http://i.dailymail.co.uk/i/pix/2014/11/28/23937BC900000578-2853328 -Future_of_shopping_eBay_has_fitted_futuristic_magic_mirrors_pict24_1417195732932.jpg

http://realityi.com/wp-content/uploads/2014/11/Rebecca-Minkoff-Magic-Mirror-Reality-Interactive.jpg

Projective Mirrors

The physical space of the VR plays a key role in the full experience. Though the space looks like a typical changing room with mirrors in all directions, these mirrors double as augmented surfaces that project the users curated outfits. After they are done with the virtual experience, they will see their customized pieces on them.

POP-UP STORE

FLOOR PLAN TIER1 Tier one city pop up store floor plan for commercial setting.

http://www.dezeen.com/2016/03/29/brooklyn-creates-minimal-fashion-showroom-at-everlane-offices/

http://afflante.com/8770-sumit-shop-m4-design/1347025583000/

https://classicdesign.it/vela-arflex-en.html

http://retaildesignblog.net/2012/04/24/cos-pop-up-shop-milan/

http://retaildesignblog.net/2014/07/15/cos-fashion-brand-installation-by-nendo-milan-italy/

The pop up store design is modern, minimal and clean. The three materials consist of wood, steel and glass. We created two floor plans for different tiered cities in China. The tier one city design takes into consideration the urban sprawl of highly populated areas, like Shanghai, and their love for large malls. Where as the design for the second tier cities, like Tianjin, is based on an outdoor area, more suitable for wandering perusing customers. Both of these designs are spacious and allow for easy movement.

http://retaildesignblog.net/2012/04/02/sumit-shop-by-m4-design-seoul/

Interior Moodboard

Both pop up stores consist of seven different components, including the VR space, interactive fashion boards, lounge area, display booths, takeaway area, mannequin displays and clothing racks. When a customer is in the pop up store not only can they touch and feel the fabrics and pieces from different foriegn brands, they will also get to explore the mini fashion style booths, where they can explore and learn more about the current fashion trends.

FLOOR PLAN TIER2 Tier two city pop up store floor plan for outdoor setting.

The six styles include chic, edgy, classic, avant garde, boho and street. Within these booths, the customers are introduced to fashion brands that are catered to these styles. Throughout the pop up store there will also be iPads that allow customers to purchase fashion pieces from the American department store.

Tier one city pop up store in perspective view.

STORYBOARDS These storyboards give you a better sense of what the customer will expect when entering our VR experience. The physical space of the VR room will be similar to a changing room, where the user will be surrounded by mirrors. After they put on the HTC Vive, the users will be transported to a modern tailoring space filled with different materials, such as threads, fabrics, colors and more. They will start by picking out a base item that represents a basic fashion silhouette. With this blank silhouette, they will then add different elements and customize their outfits by using different gestures to attach and personalize their curated design on the mannequin. Once they are happy with their design, they will finish their outfit with a twirling motion, which will then showcase their beautiful creation. After completing their outfit they will take off the goggles and behold their outfit projected on themselves in the magic mirrors.

VR ASSETS To create assets for the VR tailoring space, we used the program Maya to model the assets and Mari to render the textures of the objects.

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PROTOTYPING We inserted the assets into the VR Space using Unity Engine. This program also builds the interactive aspects of a virtual reality experience.

CONCLUSION Our time together has come to an end, we would like to thank PwC for this opportunity. Thank you to everyone who worked on this project. As a final treat here are some photos of us.

GABRIELLE STORRS Advertising

CHI HANG WONG Fashion Marketing

STEPHANIE CHOW Fashion Marketing

Senior

Junior

Senior

CJ Bou Game Design Senior

Erick Witting Game Design Senior

IORI FUJITA Game Design Junior

MEET OUR TEAM!

JEFF HUI Game Design

KYARA HARILELA Game Design

THOMAS CHEUNG Game Design

SHREYA SOMANI Interior Design

TIFFANY TAN Interior Design

CLAIRE PUGINIER Service Design, Industrial Design

Senior

Junior

Sophomore

Senior

CARMEN RODRIGUES LO Graphic Design Senior

JEREMY LOO Graphic Design Senior

UNITHA RAMIREZ Graphic Design Senior

KAYLA MAN Visual Effects Junior

CHERRIE TSOI Visual Effects Junior

COORDINATORS

BRYAN BENTLEY Professor of Visual Effects

WAN CHIU Professor of Interactive Design and Visual Effects

Prof. Wan Chiu, Cheryl Ho, and Prof. Bryan Bentley

REFERENCES

PHOTOGRAPHS http://4hdwallpapers.com/3d-street-art-wallpaper-7.html http://afflante.com/8770-sumit-shop-m4-design/1347025583000/ http://bjstlh.com/group/grass-texture/index.htm http://blogs.cisco.com/wp-content/uploads/StyleMe-John-Lewis-19-April.jpg https://classicdesign.it/vela-arflex-en.html http://i.dailymail.co.uk/i/pix/2011/07/23/article-2017905-0D1E2E8400000578-815_468x286.jpg http://i.dailymail.co.uk/i/pix/2014/11/28/23937BC900000578-2853328-Future_of_shopping_eBay_has_fitted_futuristic_magic_mirrors_pict-24_1417195732932.jpg http://www.dezeen.com/2016/03/29/brooklyn-creates-minimal-fashion-showroom-at-everlane-offices/ http://www.duggal.com/wp-content/uploads/2013/10/H17-copy.jpg http://farm8.static.flickr.com/7141/6822341719_7fa6810b58.jpg http://iloboyou.com/wp-content/uploads/2013/02/Maarten-Baas-Organic-Design-ILoboyou4.jpg

PHOTOGRAPHS

SOURCES

http://realityi.com/wp-content/uploads/2014/11/Rebecca-Minkoff-Magic-Mirror-Reality-Interactive.jpg

https://www.chinainternetwatch.com/5805/analysis-on-chinese-luxury-consumers/

http://retaildesignblog.net/2014/07/15/cos-fashion-brand-installation-by-nendo-milan-italy/ http://retaildesignblog.net/2012/04/24/cos-pop-up-shop-milan/

http://www.chinaskinny.com/blog/china-millennials-infographic/ https://www.businessoffashion.com/articles/global-currents/resetting-chinas-luxury-compass https://books.google.com.hk/books?id=6rjtCwAAQBAJ&pg=PA43&lpg=PA43&dq=luxury%20fashion%20demographic%20china&-

http://retaildesignblog.net/2012/04/02/sumit-shop-by-m4-design-seoul/ http://retailtechnologylab.screenmediatechnology.com/wp-content/uploads/2015/12/topshop_ARMirror.jpg

source=bl&ots=hMkJJHYkpa&sig=o9fyynWy6Mo5CkZLYN_XD3h1qoU&hl=en&sa=X&ved=0ahUKEwib6dHG6oPQAhWGG5QKHbauCkw4ChDoAQhSMAk#v=onepage&q=luxury%20fashion%20demographic%20china&f=false http://www.bloomberg.com/news/articles/2014-01-29/female-fashion-addicts-change-china-s-19-billion-market-retail

https://www.pinterest.com/pin/274015958557725343/

http://www.emarketer.com/Article/Chinarsquos-Internet-Users-Increase-Weibo-Logins/1010493

https://www.pinterest.com/pin/353814114451050816/

http://marketingtochina.com/chinese-consumers-want/

https://www.pinterest.com/pin/485896247277219463/

http://www.ptl-group.com/blogs/en/kol-key-opinion-leaders

https://www.pinterest.com/pin/66991113176932814/ https://www.pinterest.com/pin/AenpUDXUA_dMhmj4xQWMu1dOHobOtJq6Ce8BoImXvWbhNjktGgVdr_w/

Thank You PwC!