Thesis Research _ Yijun Zhou _Pratt BFA 2020 Interior Design

USER M USER H USER I

USER P

USER L

USER O USER D

USER B

USER C USER N

USER A USER K

VIRTUAL FLAGSHIP STORE

FOR CUSTOMIZABLE FASHION PRODUCTS

YIJUN ZHOU

PRATT INSTITUTE/SCHOOL OF DESIGN INTERIOR DESIGN INT-405-01 FA19 PROFESSOR KARIN TEHVE

COMMITMENT TO BRAND SATISIFY DESIRES TO ...

CONSTRUCTS THROUGH DESIGN STRATEGY

SMARTPHONE

MEDUIM: MULTI USERS VIRTUAL PLATFORM

LED SCREEN MIRROR MATERI AND METHOD

Mobile phone is the carrier of virtual community, it is the tool of digital communication which fosters one’s identity; Mobile phone is also part of one’s identity, since it contains an aesthetic aspect, and always has a brand identity embedded in the product itself.

INTRODUCTION Thesis Component Relationship Diagram Thesis Question and Design Concept Abstract

2 3

INTEREST RESEARCH Case Study - Second Life Online Virtual Commumity Survey - Social Media Usage in Different Age and Gender Groups

5 6

8–9 10 – 11 12 13

PROGRAM AND CLIENT PROPOSAL Program Proposal Client Proposal

15 – 17 18

19 20 – 22 23 24

Customizable material: LED screen can display different content; LED light can change into different colors.

INTEREST

CUSTOMIZABLE FASHION PRODUCTS

EXPRESSED THROUGH

IDENTITY

CONTEXT

USER/CLIENT

25

26

USERS: ONLINE SHOPPERS

PROGRAM

ONLINE RETAILER

EXPRESSED THROUGH

MULTI USERS ENABLE...

SITE

CLIENT’S WEBSITE

LINKS POSTS FROM SOCIAL MEDIA REASONS FOR USING AN ACTUAL BUILDING

CONTAINS

VIRTUAL IDENTITY

PROGRAM REQUIRES VIRTUAL PLATFORM

INDEPEND STUDY Survey Results

CLIENT: BRANDED RETAILER

VIRTUAL COMMUNITY

DESIGN STRATEGY Material and Medium Proposal

SOCIAL CONTEXT

USE SOCIAL MEDIA

FOR CUSTOMIZABLE FASHION PRODUCTS

Customizable material: Small units can be gathered and formed into various shap and form;

SITE PROPOSAL Site Proposal - Actual Site and Virtual Site Actual Site Research - Scholastic Building (557 Broadway) Website Proposal - Website Interface Digarams Diagram - Relathinship between Site and Program

SOCIAL COMPARISON

SURVEY ON PEOPLE’S SHOPPING PREFERENCES

VIRTUAL FLAGSHIP STORE

PROGRAM RESEARCH Case Study - Nike 720 Air Store Online Virtual Shop Precedent Study - Converse Soho Falgship Store Custom Retailer Precedent Study - Nike by You Online Custom Retailer Survey and Precedents Comparsion

SOCIAL PRESENCE

ACHIEVE THROUGH

DISPLAY PRODUCTS CUSTOMIZING PRODUCTS CUSTOMIZING SPACE SEEING OTHERS CUSTOMIZING

DIGITALIZED ACTUAL SCHOLASTIC BUILDING

BRANDED RETAILER MAPPING

NEIGHBORHOOD CONTEXT

SOHO RETAILERS MAPPING

HISTORY CONTEXT

MIXTURE OF OLD AND NEW

EMBODIMENT: FROM VIRTUAL TO ACTURAL

REFLECTS ONLINE SHOPPING PROCESS: FROM VIRTUAL GOODS TO ACTURALGOODS

2

THESIS QUESTION AND DESIGN CONCEPT

Thesis Question:

How can interior design perform as a medium to reflect one’s identity?

Design Concept Abstract:

My project addresses how people portray their virtual identities through customizing fashion product.These issues are explored in Simmle’s article Fashion, which explains how fashion goods contribute to construct our identity through satisfying our two psycological antagonistic tendencies that we want to be generalized and to be unique at the same time. My survey shows a large portion of our society is in virtual communities. Artitle An Exploratory Study of Social Factors Influencing Virtual Community Member’s Satisfaction with Avatars address virtual identity satisfy virtual community users’ desire for social presence and social comparison, which is achieved through the provided various tools in the virtual community for comparing one’s avatar with others.’ I intend to explore this through creating a multi user virtual platform with customizable features. A similar idea is explored in Second Life, which informs me my design medium to be an online multi user platform to emphasize the idea of virtual identity. My program is an online apparel retailer. I am working with this program because people construct their identity through the choice of fashion products and people present their virtual identity on online platform.

How can interior design provide a customizable interface to the patrons on a digital platform?

A similar idea is explored in Converse Flashipstore Soho. In my visit, and based on my survey research, I am informed with the necessity to visualize the customized product and the procession of programed areas. A similar idea is also explored in the precedent study - Nike custom online shop. In my visit on nike. com, and based on my survey research, I found the necessity of displaying the customized product on a model. My project will be on my proposed client’s website. The online shop will be contained in the digitized actual Scholastic building in soho new york. I am working with this site for three reasons. First, Scholastic building is a reflection of actuality, referring to the process of online shopping from virtual goods to actual goods.

Secondly, Scholastic building has a commercial soho neighborhood context. Thirdly, Scholastic building has a mixture of past of present historical context reflecting my thesis concept.

By working with this program and site, I hope to accomplish a virtual flagship store design, which address the idea about constructing virtual identities expressed through customized fashion products.

3

RESEARCH ON THESIS INTEREST

GAZE AND IDENTITY

Annotated Bibliography on Identity

Annotated Bibliography on Thesis Interest

Aspers informs me of the how brand identity add a extra layer of identity to one’s self identity. Asper firstly introduce that identity as a similarity of two objects within a time period. The similarity refers to “socially constituted cognition.”

Identity refers to what one is, and should be contrasted with what one does (a role). He explains how markets gradually form identities of Branded Garment Retailer, a social and cultural recognition. He then compares Branded Garment Retailers with Independent Designers, which have different identity brought by different social recognition. Asper’s informs me of two different types of emerging clients, one type with a strong brand identity image embedded into their products(BGRs), the other does not (independent designers.) Customers admitting to BGRs are more likely to express their self-identities through the brand they wear. In contrast, customers appreciating independent designers are more likely to express their self-identities through the product itself they wear, which mostly implies a “higher fashion profile.”

Simmel’s article informs me how fashion goods contribute to construct our identity through satisfying our two psychological antagonistic tendencies that we want to be generalized and to be unique at the same time. According to Simmel, it is fashion that “combine in uniform spheres of activity the tendency towards social equalization with the desire for individual differentiation and change.” She further explains how fashion constructs the idea of being recognized as a group, to emphasize how social equalization is one factor of human’s dualistic nature. She then illustrates how fashion provide the aperture to present one’s personality via differentiations that fashion enables. Simmel’s article explains the relationship between fashion product, customizations, and social glaz, which are the three major interests I intend to explore in my thesis project.

Aspers, Patrik. “Garment Sellers in Consumer Markets.” In Orderly Fashion: A Sociology of Markets, 11-33. Princeton University Press, 2010. www.jstor.org/stable/j.ctt7sgtm.5.

Simmel, Georg. “Fashion.” American Journal of Sociology, vol. 62, no. 6, 1957, pp. 541–558. JSTOR, www.jstor.org/stable/2773129.

4

CASE STUDY

SECOND LIFE VIRTUAL COMMUNITY

Screenshot of Second Life Website Home Page Emphasizing Self-expression. (https://secondlife.com)

Diagram exaggerating the idea of virtual worlds allows anonymity in order to support one’s freely expression of self-identity.

An online virtual world, developed and owned by the San Francisco-based firm Linden Lab and launched on June 23, 2003.

Second Life users, also called residents, create virtual representations of themselves, called avatars, and are able to interact with places, objects and other avatars. They can explore the world (known as the grid), meet other residents, socialize, participate in both individual and group activities, build, create, shop, and trade virtual property and services with one another. Built into the software is a 3D modeling tool based on simple geometric shapes that allows residents to build virtual objects. There is also a procedural scripting language, Linden Scripting Language, which can be used to add interactivity to objects. Sculpted prims (“sculpties”), mesh, textures for clothing or other objects, animations, and gestures can be created using external software and imported. The Second Life terms of service provide that users retain copyright for any content they create, and the server and client provide simple digital rights management (DRM) functions” -- Wikipedia Second Life (https://en.wikipedia.org/ wiki/Second_Life) Second life informs me my project’s medium to be on an online virtual platform allowing multiple users access at the same time. It also shows how real people construct their virtual identity in a virtual community. Second Life satisfies its players’ desire for social presence and social comparison because it is a multi user platform, allowing users to see others.

Exaggerating the idea of virtual worlds allows anonymity in order to support one’s freely expression of self-identity

Second Life Community Group, Screenshot of SecondLife Game Scene, (https://danielvoyager. wordpress.com/2015/03/25/group-selfie-in-second-life-with-lindens-and-sl-community/)

RESEARCH ON GAZE AND IDENTITY

5

SURVEY RESEARCH - DIAGRAM

COLLISION BETWEEN AGE GROUPS AND GENDER GROUPS WITH CHOICES OF SOCIAL MEDIA

WHAT SOCIAL MEDIA PLATFORM DO YOU USE? 101 RESPONSES

COLLISION BETWEEN AGE GROUPS AND SOCIAL MEDIA CHOICES Instagram

COLLISION BETWEEN GENDER GROUPS AND SOCIAL MEDIA CHOICES

Wechat

Instagram

0-10%

0-10%

0-10%

10-20%

10-20%

10-20%

20-30%

20-30%

20-30%

30-40%

30-40%

30-40%

40-50%

40-50%

37-45

Facebook

10-20%

30-40%

30-40%

30-40% 40-50%

50-60%

50-60%

10-20%

20-30%

40-50%

40-50%

60-70% 70-80% 80-90%

60-70% 70-80%

70-80% 80-90%

80-90%

20-30%

What’s App

Twiter

50-60%

10-20%

60-70%

46 and older

23-29

80-90%

Female

0-10%

0-10%

20-30%

20-30%

30-40%

TikTok

10-20%

10-20%

What’s App

70-80%

0-10%

0-10%

20-30%

80-90%

80-90%

16-22

60-70%

70-80%

70-80%

0-10%

50-60%

60-70%

60-70%

Facebook

40-50%

50-60%

50-60%

TikTok

Wechat

Male

Twiter

30-40%

40-50%

40-50% 50-60%

50-60% 0-10%

60-70%

60-70%

10-20% 20-30% 30-40%

70-80%

70-80%

40-50% 50-60% 60-70%

Social media provides platforms for virtual identity to be satisfied by social presence and social recognition. Based on my survey, 98% of my study subjects use social meida, 2% of my study subjects do not use social media. The most popular social media among my study subjects is Instagram no matter what age or gender, which will constructs part of my thesis program.

LinkedIn

80-90%

70-80%

Line

80-90%

30-36

LinkedIn

80-90%

Line

RESEARCH ON GAZE AND IDENTITY

6

RESEARCH ON PROGRAM

ONLINE RETAILER AND CUSTOM APPAREL

Annotated Bibliography on Online Shop

Annotated Bibliography on Mass-Customization

Rosa, José Antonio, et al. “Keeping the Body in Mind: The Influence of Body Esteem and Body Boundary Aberration on Consumer Beliefs and Purchase Intentions.” Journal of Consumer Psychology, vol. 16, no. 1, 2006, pp. 79–91. JSTOR, www.jstor. org/stable/27609574.

Pine, B Joseph, and Gilmore, James H. “The Four Faces of Mass Customization.” Harvard Business Review, Jan. 1997, https://hbr.org/1997/01/the-four-faces-of-mass-customization.

Pine’s and Gilmore’s article examines and categorizes four types of approaches for companies to achieve successful

Rosa explores the influence of “body-related informamass customization business from a business analytical angle. tion on the purchases of high body-involving products” in They introduce collaborative, adaptive, cosmetic, and transpara context lacking condition (online), which provides critical ent approaches. Collaborative approach is most suitable when aspects for my emerging users and program - online virtual customers do not know what exactly they want. Collaborating shop. Rosa applies an extremely professional statistic method to with the companies enables the customers to engage with the analyze the two factors determining the customers’ online purdesign stage. The adaptive approached mass customization chase decisions - body esteem and body boundary aberration. indicates products are sold in a condition that customers can According to Rosa, body esteem strongly connects to the idea easily modify the products as they want. The cosmetic apof identity, because body esteem associated with enhancing proach talks about a standard product only having the prodone’s appearances to improve other people’s perception toward uct’s representation open for customization. The article inoneself. Rosa also states “Body boundary aberration can some- forms me of one aspect to categorize mass-customizations, times cause individuals to extend their boundaries into attached in which different types of approaches are classified by the or worn objects and to alter their body schemas accordingly.” degrees of control customers have on the products, from She illustrates the idea of the body’s extension can be achieved only the representations of the products, to both the reprethrough wearable items then one’s behavior adapts to the modsentation of the product itself. These different approaches ified body boundary. According to Rosa, high body esteem can be combined to form my emerging design language as caused concerns on overall fit, which is one crucial aspect that forming a company’s business strategy. lower customer’s purchase intentions. But high body boundary aberration reduces such concerns and increases the purchase intention. Rosa’s article provides two contrasting factors (body esteem and body boundary aberration) to consider on an online virtual apparel store.

7

CASE STUDY

NIKE 720 AIR STORE ONLINE VIRTUAL SHOP NIKE’S WEBSITE; MARCH 2019

Explanatory Statement:

Nike Air Store indicates the necessity of avatar as a method to express identity and better display the products. Nike’s 720 Air Store informs me an emerging design strategy, combining virtual shop with an pop-up insulation. In addition, Nike’s Air Store developed an innovative displaying language against gravity, which their products are floating in the air and are released from the hangers and shelves.

Such relief can be understood as a way to free from the limitations from the corporal world. However, the environment Nike has created for the virtual shop doesn’t jump out of the box structure inherited from the physical world. Nike’s Air Store has also developed a unique virtual currency based on customer’s loyalty; but it seems to be a downside for their innovations on virtual shop that only small range of shoppers will be able to experience (with a cost).

Screenshot of nike 720 air store (https://adgang.jp/2019/03/172056.html)

Screenshot of nike 720 air store (https://adgang.jp/2019/03/172056.html)

Lists of Spaces:

Project Description:

Fitting Room; Displaying;

Ascertain Activities: Fitting, Browsing, Purchases, Posing

“The online virtual store will have many interactive features such as having, different familiar virtual avatars acting as shopkeepers behind the virtual counter. Every avatar will bring something new and unique every week. Nike will be dropping exclusive 720 Air Merch, such as 720 pendants, Air Max socks and limited edition jerseys, with the first mer-

ch being created by Mini Swoosh, Interhood and Johnny Hoxton. The Air Merch will only be available through redeeming air credits, unlocked through the online purchase of an Air Max 720. This experience will be extended with a physical installation in NikeTown London and will be available throughout March. The brand new silhouette gives a

futuristic vibe, with its first of a kind cushioning and its multiple colour-way. Nike has definitely cooked up something new with the Air Max 720.” -- Ablola Kareem “Stepping into the future with

Nike Air Max 720” from GUAP magazine, Febulary, 2019. (https://www.guap.co.uk/topics/fashion/stepping-into-the-future-with-nike-air-max-720/)

Virtual Gross Square Footage to Scale: Approximately 510 sq ft;

RESEARCH ON PROGRAM

8

CASE STUDY -DIAGRAM

NIKE 720 AIR STORE ONLINE VIRTUAL SHOP NIKE’S WEBSITE; MARCH 2019

screenshot of nike 720 air store (https://www.guap.co.uk/topics/ fashion/stepping-into-the-future-with-nike-air-max-720/)

By multiplying the avatar’s cloth to illustrate the necessity of having an avatar, which display the apparel products in a more 3D way, give the customers to evaluate the overall outfit.

Original Image

Most importantly, the avatar provides a chance for the customers to see their body wearing their personalized items by customizing the figure to reflect their self image.

Diagram - Customizable Avatar

Diagram - Customizable Apparel

RESEARCH ON PROGRAM

9

PRECEDENT STUDY

CONVERSE SOHO FLAGSHIP STORE CUSTOM APPAREL RETAILER 560 BROADWAY, NEW YORK, NY 10012

Project Description:

“The Converse Flagship Store in Soho represents the pinnacle brand expression by offering consumers the largest Converse footwear, apparel and accessories assortment, exclusive limited-edition collaborations, and in-store customization. This store is the largest Converse store in the world, sitting in the heart of NYC.” -- converse website

Ascertain Activities:

Sitting, Trying shoes, Trying apparels, Selecting customizations products, Watching assembly; Making payments.

Gross Square Footage: Display: 2312 sq. ft.

Customizations: 2058 sq.ft.

PoS:400 Sq.ft.

Fitting: 400 Sq.ft.

Lists of Spaces:

PoS; Display of Unisex Apparels, sneakers, kid’s sneakers; On-site Customization (Selecting and Crafting); Fitting Room; Seating; Exhibition.

Showcasing Customization Products

Ground Floor Plan and Program Sketch

Selecting and Assembly Area

Cellar Floor Plan and Program Sketch

RESEARCH ON PROGRAM

10

PRECEDENT STUDY - DIAGRAM

CONVERSE SOHO FLAGSHIP STORE CUSTOM APPAREL RETAILER 560 BROADWAY, NEW YORK, NY 10012

1

2

3 6

Ground Floor Plan and Program Sketch

Moving Fast

Moving Slow

5

Cellar Floor Plan and Program Sketch

Stay for a While

Customization Program

Explanatory Statement:

Converse Soho Flagship Store features with customization programs for its sneakers and apparels. Their operation mode informs me the process of in-store customization on mass-produced products. Converse soho store includes two types of customizations, partially customized and fully customized. Partially customized products requires on-site crafting and assembly, but also visually attracts plenty of customers. However, patterns can be printed on the canvas are provided by Converse and can hardly be customized. The other downside is a lack of visual representation of the final product with personalized element.

1

Customization set at entry as attraction.

2

Walk by all the products.

3

Back of store: customization selection area

5

Crafting the customized products upon customer’s requests

6

Point of sale combines with assebmly scene to promote purches

RESEARCH ON PROGRAM

11

PRECEDENT STUDY

NIKE BY YOU CUSTOM APPAREL ONLINE RETAILER HTTPS://WWW.NIKE.COM/NIKE-BY-YOU

Visual intro of customization

Step1: Choose the style

Step2: Choose the customizable elements

Step3: Choose color for customizable parts

Crafting Images

Step5: Check out

Step5: Review the design

Step4: Customizing text/logo

Nike.com home page screenshot (https://www.nike.com/nike-by-you)

Lists of Spaces:

Home page; Introduction page; Products display page; Customizing pages; Shopping cart page; Payment and shipping page; Confirmation page;

Ascertain Activities:

Selecting customizable products; Customizing products; Making payments.

Explanatory Statement: Nike by You inform me of an clear online shop’s navigation to customize a product. It informs me of how to navigate the customizing process. It is necessary to keep the customizable elements selections on the same page. Having the view of the products stay still is very important as well, only the color or material changes on the preview. But, the preview of the result doesn’t allow 3D viewing. In addition, showing the resulted products on a model could give the customers more sense of how the actual products will attribute to an over all outfit.

Page Logic: What Style

Place Order

Where to customize

Review

Customize to what

transactions within on same web page

Add Logo

transactions between different web page

RESEARCH ON PROGRAM

12

SURVEY RESEARCH

PROGRAM PRECEDENTS COMPARSION

CONCERNS OF ONLINE SHOPPING

CONVEFSE FLAGSHIPSTROE VS. NIKE BY YOU

Which of the following categories describes your concerns when you were shopping apparel online?

Or which of the following categories describes your reason for not shopping apparel online?

101 Responses

Is the customized product triable?

Converse Soho Actual Store Nike By You Virtal Store

Extra Expense

Duration

Yes; Less concerns with the products.

Transportation Expense

Most likely to be shorter; immediate gratification.

No; More concerns with the products, including overall fit, material differences, etc.

Shipping Cost

More likely to be longer.

Preview of

Product display

Customization Products

on a model?

Presentation of

Customizable Products

Converse Soho Actual Store

Photoshopped 2D images of customized shoes with lower resolution.

Yes, customers are able to try pre-customized product.

Actual products can be touched and hold in hand.

Nike By You Virtal Store

Photoshopped 3D images of customized shoes with higher resolution and multiple views.

No, lack of displaying model

Photo of products, providing a virtal version of the products.

suggests the design media should provide three-dimensional experience.

suggests necessity of having a figure wearing the customized products.

Explanatory Statement:

Combining with the survey research result, the comparison between the virtual and actual apparel store informs me the design media to be a 3D virtual platform, also suggest the necessity of an avator displaying the products.

Survey outcomes inform the comparison

RESEARCH ON PROGRAM

13

PROGRAM AND CLIENT PROPOSAL

ONLINE RETAILER FOR CUSTOM APPAREL

Program Overview,History, and Requirement:

Mass customization is the process of modifying mass-produced products based on customer’s specific requirements to satisfy the customer’s unique needs. The idea of mass customization was first appeared in the book Future Shock by Toffler A in 1970. Later, the book Mass Customization: The New Frontier in Business Competition by B. Joseph Pine II brought people’s attention to such a concept in the early 1990s, in which he describes four different types of business models for mass customizations for different customers’ needs. At the end of the 20th century, mass customization starts to adapt to the market in the U.S .

Mass customization can also be understood from the angle of psychology. Tendencies of being similar to others as a form of generalization always contracts with the desire to be different separating individual from the others. Both psychological states exist at the same time, and fashion is a way out to harmoniously combine and smoothly express both the heredity and variation at one

Activites, Services, and Occupation:

individual at the same time.

Online shopping is a form of electronic commerce, which enables customers to purchase goods and services directly through a website. In 1995, online shopping started with the lunch of online retail pioneers - Amazon and eBay. Access to the Internet is an indispensable component of the online retailing system. With the spread of the internet, Internet users reach 4.39 billion within the past few decades, providing a gradually growing market that is full of opportunities.

Combing mass customization and online retailing, such a model provides an innovative shopping experience that enables customers to personalize fashion products in a more controllable environment. In addition, they would have not only controls of the customizable products, but also control of s the interfaces of the online shopping platform. Access to the Internet will be the most crucial requirement in such case.

The program will be occupied by multiple users at the same time, the users will be given a figurative body, and customers visiting the online shop will also be able to see other customer’s avatars. Customizing the apparel products as well as customizing the shopping website’s inter-

face will be the main activities within my program. Users can display their personalized products on avatars as they are designing the customizable elements. That other users will also see each other’s customized avatar.

Users:

List of Program with To-Scale Virtual Footage

Having access to the Internet is a fundamental requirement for my users. They will also need to be interested in customizing apparel products as a way to showcase their identities.

2000 sq.ft 1000 sq.ft 2000 sq .ft 700 sq.ft 2025 sq.ft 400 sq.ft

Displaying of Non-Customizable Products Display of Customizable Products Customizing Sections (Self Designing) Posing Area Circulation PoS

14

PROGRAM PROPOSAL - DIAGRAM

RELATIONSHIP BETWEEN PROGRAMMED AREA AND USER USER Q

USER H

USER M

USER P

USER L

USER O USER D

USER B

USER C

USER A

USER N USER K

USER E

Explanatory Statement:

The program will be an online virtual flagship store for customizable fashion products. Displaying products, customizing fashion goods, as well as customizing the website’s interface are the main programs involved. Being able to customize both the fashion products and the virtual store will satisfy shopper’s desire for social presence and comparison, which contributes to forming one’s identity.

USER R

Shopper B and C are entering the customizing unit together.

Shopper M is selecting the product’s color with different colored products previewing on the side.

Shopper P sees how Shopper M customizes the product.

PROGRAM AND CLIENT PROPOSAL

15

PROGRAM PROPOSAL - DIAGRAM

RELATIONSHIP BETWEEN PROGRAMMED AREA AND USER

Shopper A is selecting the Shopper B and C are product’s color with differ- watching Shopper A ent colored products pre- custimizing the product. viewing on the side.

PROGRAM AND CLIENT PROPOSAL

16

PROGRAM PROPOSAL - DIAGRAM

HOW PEOPLE OCCUPY THE PROGRAMMED SPACE

USER I

Selections for the different scenes, including: diferent color of light; different texture; different material; customizible background image, .

Shopper will experience from a third person view. A virtual self is produced by user customizing their avatars

Selections for the customizable parts

PROGRAM AND CLIENT PROPOSAL

17

CLIENT PROPOSAL

SURVEY RESEARCH AND CLIENT PROPOSAL

BRANDED GARMENT RETAILER

COLLISION BETWEEN AGE GROUPS AND GENDER GROUPS WITH CHOICES OF RETAILER

My proposed client is a branded garment retailer, because branded retailer also has a brand identity. Commitment to a brand’s identity create an aggregated layer to the shopper’s identity.

Explanatory Statement: Survey result supports my client proposal

Branded garment retailer stands out as the most popular retailer type that people would shop at. The result of the survey research supports my emerging client to be a branded retailer.

Which of the following categories best describes your online shopping preference?

101 Responses

COLLISION OF AGEGROUPS AND RETAILER TAXONOMY CHOICES

COLLISION OF GENDER IDENTITIES AND RETAILER TAXONOMY CHOICES All of Them

All of Them

Department Store (contain multiple brands)

Branded Garment Retailer (famous brand that lots of people know)

Department Store (contain multiple brands)

0 -10%

0 -10%

Branded Garment Retailer (famous brand that lots of people know)

10-20%

10-20%

20-30%

20-30%

30-40%

30-40%

40-50%

40-50%

50-60%

50-60%

60-70%

60-70%

70-80%

70-80%

30-45

16-22

0 -10% 10-20% 20-30% 30-40% 40-50% 50-60% 60-70% 70-80%

Female

0 -10% 10-20%

10-20%

20-30%

20-30% 30-40%

30-40%

30-40%

40-50%

40-50%

50-60%

10-20%

40-50%

20-30%

20-30%

60-70%

60-70%

Independent Designer (small brand that only few people know )

70-80%

Other

“Depop.com” “Specialized garment type retailer”

30-40% 40-50% 50-60% 60-70%

70-80%

70-80%

23-29

20-30%

50-60%

50-60%

50-60%

60-70%

0 -10%

10-20%

10-20%

40-50%

30-40%

0 -10%

0 -10%

70-80%

60-70%

46 and older

Independent Designer (small brand that only few people know )

70-80%

Male

Other

“Depop.com” “Specialized garment type retailer”

PROGRAM AND CLIENT PROPOSAL

18

SITE PROPOSAL AND RESEARCH

DIGITIZED SCHOLASTIC BUILDING, SOHO

Site Proposal

My project will be on my proposed client’s website. The online shop will be contained in the digitized actual Scholastic building in soho new york. My site analysis will consist two parts, research on actual site, and diagraming the website.

Annotated Bibliography on Site

Lynch, Kevin “The City Image and its elements” The Image of the City, 1960, pp. 499-509

The reading reflects my site selection as a district within New York City. District is one of the ways how people mentally perceive the environment and depicts the city’s map in their head by the group the smaller components with common characteristics. I propose my site as Soho district in lower Manhattan.

Apparels and accessories retails in soho district are the dominant stores, which is selling the most trendy fashion goods. The common goods repeatedly appears in different stores bond the district together as people tend to perceive the area as a combined city section and formed into one interior space of lower manhattan.

19

“ACTUAL� SITE RESEARCH

557 Broadway in Soho District, New York, NY 10012

Illustraction of United State Map (https://www.pinterest.com pin/96405248258030957/?lp=true)

Exterior View of Site

Map of Soho Distric

Soho Description:

Soho district has always been entitled with fashion and shopping. Various retail stores centered on Broadway Ave and spread around. Shoppers includes teenagers and elders, men and women from all over the world. Apparel retails dominate most of the stores in the area. There are three reasons working with this site. First, Scholastic building has a mixture of old and new historical context. Secondly, Scholastic building has a commercial soho neighborhood context. Thirdly, Scholastic building is a reflection of actuality, referring to the process of online shopping from virtual goods to actual goods.

Bird View Screenshot from Google Map

Exterior View of Site Building

Interior View of Site (Columns and Drop Ceiling)

SITE PROPOSAL AND RESEARCH

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“ACTUAL” SITE RESEARCH

“ACTUAL” SITE RESEARCH

HISTORICAL CONTEXT DIAGRAM

NEIGHBORHOOD COMMERCIAL CONTEXT DIAGRAM

When you were shopping online for apparel, which of the following categories you most likely to shop without too much concern?

101 Responses

Information Resources: New York Presevation Archive Project (http://www.nypap.org/preservation-history/soho-cast-iron-historic-district/) Information Resources: Soho Broadway Website (http://sohobroadway.org/scholastic-right-home-soho-broadway/)

Late 18th Century, a few businesses and wealthy residents moved in.

Latter half of 19th Century, a center of commerce and entertainment, majority of the cast-iron buildings the district is known for were constructed.

After Civil War (1865) Manufacturing and dry goods businesses flourished in this area.

Before 1933, one-story garage and lumberyard that stood on the 50-by-200-foot structure owned by the Blechman family, who was in the wholesale dry goods business, dealing in hosiery and underwear in the early twentieth century.

Early 20th Century, the district began to decline, leaving many spaces vacant for decades After 1933, Scholastic’s corporate world headquarters have been located right here on SoHo Broadway.

Late 1960s, artists became attracted to the area because the large, unoccupied loft spaces made affordable studios.

Meanwhile, Artists Against the Expressway and ultimately helped defeat the plans for LOMEX, which saved the architecture in the area. The “SoHo Effect” has become a model for repurposing an industrial district for mixed use, both commercial and residential, while preserving much of the existing structural integrity.

1973, The SoHo-Cast Iron Historic District is designated by the New York City Landmarks Preservation Commission.

Leather Goods Retailers Around Site

Footwears Women’s and Men’s Apparels Women’s Apparles Men’s Apparles Leather Goods Site Unrelated

2011, It was the irst new building built in the SoHo-Cast Iron Historic District since its designation as a landmarked historic district in 1973.

“Architect Aldo Rossi to paid respect to SoHo’s rich architectural history by designing the new building that succeeds in being tastefully contextual, with columns on its Broadway façade that mirror those of its cast iron neighbors and industrial themes found on its rear façade that echo the manufacturing structures found in the neighborhood. The building was constructed using a ‘kit of parts,’ much like the adjoining structures. Nineteenth century builders ordered SoHo’s cast iron facades through catalogs, which were delivered in parts and assembled on site.”

Present TIME

POPULARITY

Everlane (cloth store)28 Prince St, New York, NY 10012 Vince (cloth store)16 Prince St, New York, NY 10012 Ramy Book (women’s cloth store)22 Prince St, New York, NY 10012 Bradelis New York Nolita (Lingerie Store) 211 Elizabeth St, New York, NY 10012 Eddie Borgo (Jewelry Designer) 204 Elizabeth St, New York, NY 10012 Judi Rosen New York (women’s cloth store) 198B Elizabeth St, New York, NY 10012 Schott NYC (Clothing store) 236 Elizabeth St, New York, NY 10012 Ermine New York Jewelry Store) 11 Prince St, New York, NY 10012 Cydwoq New York (Shoe Store) 247 Mulberry St, New York, NY 10012 Trippen (Shoe Store) ​, 243F Mulberry St, New York, NY 10012 Versani Nolita (Jewelry Designer) 227 Mulberry St, New York, NY 10012 Matta (Cloth Boutique) 241 Lafayette St, New York, NY 10012 StockX(Shoe Store) 237 Lafayette St, New York, NY 10012 Illesteva(Sunglass Store)49 Prince St, New York, NY 10012 Scotch & Soda (Clothing Store) 273 Lafayette St, New York, NY 10012 DITA Soho(Sunglasses Store) 273 Lafayette St, New York, NY 10012 Alternative Apparel (Clothing Store) 281 Lafayette St, New York, NY 10012 WeSC Concept Store (Clothing Store) 282 Lafayette St, New York, NY 10012 Rains Store New York (Clothing Store) 292 Lafayette St, New York, NY 10012 Carhartt WIP Store New York (Clothing Store) 284 Lafayette St, New York, NY 10012 HUF New York (Men’s Clothing)125 Crosby St, New York, NY 10012 Housing Works Thrift Shop (Thrift Store)130 Crosby St, New York, NY 10012 Diamond Supply Co. (Men’s Clothing Store) 286 Lafayette St, New York, NY 10012 Hotel 97 (Clothing Store) 97 Crosby St, New York, NY 10012 Rachel Comey (Women’s Clothing) 95 Crosby St, New York, NY 10012 MZ Wallace (Fashion Accessories Store) 93 Crosby St, New York, NY 10012 FIGS Soho (Clothing Store)89 Crosby St, New York, NY 10012 Banana Soho (Clothing Store) 558 Broadway, New York, NY 10012 D&H Ladies Apparel (Women’s Clothing) 88 Crosby St, New York, NY 10012 OMG Jeans (Clothing Store) 542 Broadway, New York, NY 10012 Uniqlo Soho (Clothing Store) SOHO 546, Broadway, New York, NY 10012 Banana Republic (Clothing Store) 550 Broadway, New York, NY 10012 Aldo (Shoe Store) 556 Broadway, New York, NY 10012 Converse Flagship Store (Shoe Store) 560 Broadway, New York, NY 10012 Forever 21 (Clothing Store) 568 Broadway, New York, NY 10012 Solo Creations (Clothing Store) 580 Broadway # 1109, New York, NY 10012 Blink Pr (Fashion Accessories Store)580 Broadway # 604, New York, NY 10012 Hesperios (Women’s Clothing) 23 Cleveland Pl, New York, NY 10012 Noah (Men’s Clothing) 195 Mulberry St, New York, NY 10012 BLDWN (Clothing Store) 199 Mott St, New York, NY 10012 The Clay Pot Nolita (Jewelry Store) 22 Spring St, New York, NY 10012 Alpana Bawa (Clothing Store) 167 Elizabeth St, New York, NY 10012 AYR SoHo (Women’s Clothing) 199 Lafayette St, New York, NY 10012 Sparking Closet INC (Clothing Store) 182 Mulberry St # 1, New York, NY 10012 Warm (Clothing Store) 181 Mott St, New York, NY 10012 Planet Blue (Women’s Clothing) 191 Lafayette St, New York, NY 10013 Apiece Apart Store (Women’s Clothing) 403 Broome St, New York, NY 10013 Outdoor Voices (Clothing Store) 251 Centre St, New York, NY 10013 Lafayette 148 New York(Women’s Clothing) 423 Broome St, New York, NY 10013 Madewell (Clothing Store) 486 Broadway, New York, NY 10013 J.Crew (Men’s Clothing) 484 Broadway, New York, NY 10013 Invest Clothing Corporation (Clothing Store) 480 Broadway, New York, NY 10013 Timberland (Shoe Store) 474 Broadway, New York, NY 10013 Orlebar Brown Broome Street (Men’s Clothing) 451 Broome St, New York, NY 10013 James Perse (Fashion Boutique) 60 Mercer St, New York, NY 10013 Fiorentini + Baker (Shoe Store) 54 Mercer St, New York, NY 10013 Alice Underground (Vintage Clothing Store) 481 Broadway, New York, NY 10013 Secret Envy (Jewelry Store) 483 Broadway, New York, NY 10013 BPD Expo (Clothing Store) 475 Broadway, New York, NY 10013 Suitsupply NewYork SOHO (Men’s Clothing) 453 Broome St, New York, NY 10013 Purl Soho (Yarn Store) 459 Broome St, New York, NY 10013 Lazaro SoHo (Jewelry Store) 457 Broome St, New York, NY 10013 Zadig & Voltaire (Clothing Store) 453 Broome St, New York, NY 10013 Suistudio NY Mercer Street Soho (Women’s Clothing) 57 Mercer St, New York, NY 10013 Zimmermann (Clothing Store) 55 Mercer St, New York, NY 10012

Explanatory Statement:

mixture of women’s and men’s apparel

The diagram of different category retailer informs my program proposal to be an apparel retailer containing a mixture of women’s and men’s apparel products. Based on the large

amount of stores selling both men’s and women’s apparel products around the proposed building, the popularity of such program has already been built up in the area.

Men’s Apparels Retailers Around Site

Isabel Marant (Clothing Store) 54 Greene St, New York, NY 10013 Jérôme Dreyfuss (Fashion Designer) 475 Broome St, New York, NY 10013 Kirna Zabete (Fashion Boutique) 477 Broome St, New York, NY 10013 Tomorrowland (Clothing Store) 476 Broome St, New York, NY 10013 Slant Inc (Women’s Clothing Store) 57 Greene St, New York, NY 10012 Pas de Calais (Clothing Store) 482 Broome St, New York, NY 10012 Gentle Monster NY Flagship (Sunglasses Store) 70 Wooster St, New York, NY 10012 The Copper room by Flying Solo (Clothing Store) 76 Wooster St, New York, NY 10012 Llori Optical (Sunglasses Store) 138 Spring St, New York, NY 10012 Mulberry USA (Leather Goods) 134 Spring St, New York, NY 10012 Longchamp (Leather Goods) 132 Spring St, New York, NY 10012 AEO & Aerir Store (Clothing Store) 599 Broadway, New York, NY 10012 Victoria’s Secret (Lingerie Store) 591-593, Broadway, New York, NY 10012 Ritz Jewelry (Jeweler Store) 581 Broadway, New York, NY 10012 UGG (Shoe Store) 579 Broadway, New York, NY 10012 Fabletics (Sportswear Store) 577 Broadway, New York, NY 10012 Lanvin - NY Soho (Clothing Store) 150 Mercer St, New York, NY 10012 Balenciaga (Women’s Clothing) 148 Mercer St, New York, NY 10012 Prada New York Boardway (Clothing Store) Broadway #575, New York, NY 10012 Desigual New York Soho (Clothing Store) 594 Broadway, New York, NY 10012 Victoria’s Secret PINK (Lingerie Store) 565 Broadway, New York, NY 10012 Sassy Gal Stilettos (Sunglass Store) 88 Prince St, New York, NY 10012 Moncler (Fashion Boutique) 99 Prince St, New York, NY 10012 Mango (Clothing Store) 561 Broadway, New York, NY 10012 Boos Store (Clothing Store) 555 Broadway, New York, NY 10012 Clarks (Shoe Store) 547 Broadway, New York, NY 10012 The Vintage Twin (Vintage Clothing Store) 543 Broadway, New York, NY 10012 Lacoste (Clothing Store) 541 Broadway, New York, NY 10012 GUESS (Clothing Store) 537 Broadway, New York, NY 10012 Lucky Brand (Clothing Store) 535 Broadway, New York, NY 10012 Nike Soho (Sportswear Store) 529 Broadway, New York, NY 10012 Skechers (Shoe Store) 530 Broadway, New York, NY 10012 KREWE (Sunglasses Store) 85 1/2 Spring St, New York, NY 10012 Club Monaco Soho (Clothing Store) 536 Broadway, New York, NY 10012 Superga (Clothing Store) 78 Crosby St, New York, NY 10012 Aerie (Lingerie Store) 75 Spring St, New York, NY 10012 Variazioni (Women’s Clothing) 65 Spring St, New York, NY 10012 Lively (Clothing Store) 242 Lafayette St, New York, NY 10012 Wildfang (Women’s Clothing) 252 Lafayette St, New York, NY 10012 Maison Kitsune NY (Clothing Store) 248 Lafayette St, New York, NY 10012 Aquazzura Boutique (Shoe Store) Prince St #99, New York, NY 10012 Falconeri (Clothing Store) 101 Prince St, New York, NY 10012 Meermin Shoes (Shoe Store) 130 Greene St 2 Floor, New York, NY 10012 HUGO (Men’s Clothing) 132 Greene St 2 Floor, New York, NY 10012 Brunello Cucinelli (Fashion Boutique) 136 Greene St, New York, NY 10012 Paul Smith (Clothing Store) 142 Greene St, New York, NY 10012 Bra Theory (Underwear Store) 25 W Houston St, New York, NY 10012 Versani (Jewelry Designer) 171 Mercer St, New York, NY 10012 45R New York (Clothing Store) 169 Mercer St #3278, New York, NY 10012 Marni (Clothing Store) 159-161 Mercer St, New York, NY 10012 Dolce & Gabbana (Clothing Store) 155 Mercer St, New York, NY 10012 Zadig & Voltaire (Clothing Store) 153 Mercer St, New York, NY 10012 Balenciaga (Men’s Clothing) 149 Mercer St, New York, NY 10012 Polo Ralph Lauren Men’s (Clothing Store) 109 Prince St, New York, NY 10012 Farm Rio Flagship (Clothing Store) 113 Prince St, New York, NY 10012 Sandro Soho Flagship (Clothing Store) 117 Prince St, New York, NY 10012 Rudsak Soho (Clothing Store) 121 Prince St, New York, NY 10012 Luluemon Lab (Sportwear Store) 125 Prince St, New York, NY 10012 UNOde50 (Jeweler Store) 123 Prince St, New York, NY 10012 Mansur Gavriel (Leather Goods Store) 134 Wooster St, New York, NY 10012 Nanushka Store & Cafe (Clothing Store) 140 Wooster St, New York, NY 10012 Wardrobe. NYC (Clothing Store) 150 Wooster St, New York, NY 10012 Dior Men Soho Store (Men’s Clothing Store) 133 Greene St, New York, NY 10012 Kisan (Clothing store) 125 Greene St, New York, NY 10012 Proenza Schouler (Women’s Clothing) 121 Greene St, New York, NY 10012

Foodwears Retailers Around Site

Women’s Apparels Retailers Around Site

Gabriella NY Bridal Salon (Bridal Shop) Diane Von Furstenberg (Women’s Cloth Fred Perry (Clothing Store) 133 Wooste UNTUCKit (Clothing Store) 129 Prince S Johnny Was (Women’s clothing) 127 Pr Faherty Brand (Clothing Store) 133 Prin Lebo (Hat Shop) 135 Prince St, New Yo Coach (Fashion Accessories Store) 143 Louis Vuitton NY SoHo (Women’s Clothi Stella McCartney (Women’s Clothing St Fendi (Fashion Boutique) 104 Greene S MCM (Leather Goods) 100 Greene St, N Alice + Olivia (Women’s Clothing Store) Rebecca Minkoff (Fashion Store) 96 Gre Y-3 (Sporting Goods) 92 Greene St, Ne Adidas Originals (Sportswear Store) 115 Splendid (Clothing Store) 111 Spring St The Frye Company (Shoe Store) 113 Sp Sam Edelman (Fashion Designer) 109 S Solstice Sunglasses (Sunglasses Store) Vivienne Hu (Fashion Boutique) 107 Me The Kooples (clothing Store) 115 Merce Rag & Bone (Clothing Store) 119 Merce Mackage (Clothing Store) 123 Mercer S APC (CLothing Store) 131 Mercer St, Ne Agent Provocateur (Lingerie Store) 133 Intermix (Women’s Clothing) 98 Prince S MIUMIU Soho (Fashion Boutique) 100 P Hat Club (Hat shop) 657 Broadway, Ne Blades (Clothing Store) 659 Broadway, Bandier (Fashion Accessories) 670 Bro Dina Agam (Women’s Clothing) 670 Bro OMG Jeans (Clothing Store) 678 Broad Reno Fashions Corporation (Shoe Store City Hats at 90 West Houston (Hat Shop Seraphine (Maternity Store) 464 W Broa AVE, India Design Collective (Clothing S Camper (Fashion Accessories) 110 Prin David Yurman(Jewelry Store) 114 Princ Slowear Venezia (Men’s Clothing) 116 P John Hardy (Jewelry Store) 118 Prince S Please Please Issey Miyake (Clothing S DREEMS (CLothing Store) 120 Wooster Tibi (Clothing Store) 120 Wooster St, Ne Ray-Ban (Sunglasses) 116 Wooster St, Versani (Jewelry Designer) 171 Mercer 45R New York (Clothing Store) 169 Mer Marni (Clothing Store) 159-161 Mercer S Dolce & Gabbana (Clothing Store) 155 Zadig & Voltaire (Clothing Store) 153 M Balenciaga (Men’s Clothing) 149 Merce Polo Ralph Lauren Men’s (Clothing Stor Farm Rio Flagship (Clothing Store) 113 Sandro Soho Flagship (Clothing Store) Rudsak Soho (Clothing Store) 121 Princ Luluemon Lab (Sportwear Store) 125 Pr UNOde50 (Jeweler Store) 123 Prince St Mansur Gavriel (Leather Goods Store) 1 Nanushka Store & Cafe (Clothing Store) Wardrobe. NYC (Clothing Store) 150 Wo Dior Men Soho Store (Men’s Clothing St Kisan (Clothing store) 125 Greene St, N Proenza Schouler (Women’s Clothing) 1

SITE PROPOSAL AND RESEARCH

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“ACTUAL” SITE DIAGRAM

“ACTUAL” SITE DIAGRAM

PROGRAM AREA CACULATION

BUILDING STRUCTURE AND PROCESSION ORDER

Upper Levels Cast Avaliable Net Space of Two Levels

47'-10"

42'-2"

Store Back: Customizing and Trying

44'-9"

net 3570.6 sq.ft.

88'-11"

Store Front: Displaying Area

net 4172.6 sq.ft.

75'-5"

89'-4"

30'-8"

13'-6"

13'-6"

9'-2"

19'-5"

12'-11"

CELLAR PLAN

Net Floor Area to Scale in Virtual Space 7742 sq.ft.

GROUND FLOOR PLAN

Total Required Area to Scale in Virtual Space 6300 sq.ft.

Converse Converse SohoSoho StoreStore

Air Store NIKENIKE Air Store

TotalTotal Required Required Footage: Footage: 63006300 sq.ft.sq.ft.

576 sq.ft.

576 sq.ft.

Required Footage: TotalTotal Required Footage:

Ground Floor TotalTotal Net Area: Net Area: 81278127 sq.ft.sq.ft.

Displaying Products Displaying Products

Customizations Customizations AreaArea

23122312 sq.ft.sq.ft.

20582058 sq.ft.sq.ft.

Circulation Circulation 12601260 sq.ft sq.ft and Fitting PoS PoS and Fitting 400 sq.ft.

400sq.ft.

400 sq.ft. plus plus 400sq.ft.

Displaying Displaying and and Posing Posing (w/ (w/ Circulation) Circulation) 675 sq.ft.

675 sq.ft.

Basement Floor

SITE PROPOSAL AND RESEARCH

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VIRTUAL SITE DIAGRAM

WEBSITE INTERFACE PROPOSAL virtualshop.com

VIRTUAL FLAGSHIP STORE NEW ARRIVALS

CUSTOM

MEN

WOMEN

KIDS

LIMITED EDITION

Website Description:

My project will be on my proposed client’s website.

The online shop will be contained in the digitized actual Scholastic building. The website will be performed as a three-dimensional multi user platform, in which shoppers can see others customizing their fashion products.

In addition, the website will links shopper’s posts on popular social media platforms, in which they display their shopping experience or their customized products from the virtual flagship store.

virtualshop.com

NEW ARRIVALS

CUSTOM

MEN

WOMEN

KIDS

LIMITED EDITION

SHOP THE INSTAGRAM LOOKS

INSTAGRAM // VIRTUAL FLAGSHIP STORE // 02 DEC 2019

@userA in customized sneaker and customized fitting atmosphere.

custom your shopping experience @userB in customized sneaker and customized fitting atmosphere.

@userC in customized sneaker and customized fitting atmosphere.

The diagram showing links page to other users’ posts on social media platform. Customized products contributes to expressing one’s identity.

ENTER THE STORE

SITE PROPOSAL AND RESEARCH

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SITE PROPOSAL AND PROGRAM PROPOSAL- DIAGRAM

RELATIONSHIP BETWEEN SITE AND PROGRAM Explanatory Statement:

The diagram illustrates the process of online shop is a process from virtual to actural, to reflect such embodiment, an actual retailer store is selected to produce a virtual retalier space.

ACTUAL RETAILER STORE

VIRTUAL PRODUCT

EMBODIMENT

ACTUAL PRODUCT

REFLECTION OF EMBODIMENT

VIRTUAL RETAILER STORE ON WEBSITE SITE PROPOSAL AND RESEARCH

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DESIGN STRATEGY

MATERIAL AND MEDIUM

Image Resource: Prazis Images/Shutterstock (https://opmed.doximity.com/articles/a-glimpse-in-the-mirror)

Image Resource: Thomas Trutschel/Photothek via Getty Images (https://www.npr.org/2017/12/17/571443683/the-call-in-teens-and-depression)

Image Resource (https://www.dreamstime.com/photos-images/blue-led.html)

Mirrior

Smartphones

Lighting Emiting Diode

Mirror is the tool that one perceive their self image and construct their idea of the self identity.

Smartphone stands as a fundamental communication tool, which enables one’s access to online virtual community from any time and any place. Smart phone has a major responsibility in terms of constructing virtual world and people’s virtual identity.

LED is a form of standard units can be composed into diverse representations, including different sized LED screens, containing different images

Identity

Customizable Material

Virtual Identity

Annotated Bibliography on Mass-Customization

Pine’s article analyzes the relationship between customers and companies. He introduces customers as “multiple markets,” who has different needs under different time and different circumstance. From my point of view, such state-

ments informs me that customer’s shopping experiences can also be one of their need where they might also want to customize. He suggests companies to modularize their capabilities into parts to enable more space to provide better customizing experiences to the customers. Such an idea informs me of potential “building” materials, a standard unit with diverse representations, which could benefit my emerging design strategy.

Medium Proposal

Material Proposal

Pine, B Joseph. “Beyond Mass Customization.” Harvard Business Review, 2 May 2011, https://hbr.org/search?search_ type=search-all&term=beyond customization.

I propose my medium can produce illusion/vision of immersive environment to be experienced at full scale, and also allows multiple users to share the virtual community. My proposed medium to be a multi-users three-dimensional virtual platform.

I propose my materials to be mirror, reflecting my thesis interest on “identity;” smartphone, reflecting my interest in “virtual identity;” and LED screen, reflecting my program to be customizable online retailer.

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INDEPENDENT STUDY

SURVEY RESEARCH

Explanatory Statement:

Goal of the survey is to research people’s preferences on mass customization products, shopping experiences and social media. Some results support aspects of my thesis, some results informs my thesis, some results informs me potential design opportunity will be later translated into design strategy.

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fin.

Thank you!

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