Inreased global competition and demand for innovation forces brands to create useful and unique retail experiences, as customers rarely make purchasing decisions based on product alone. Consumers prefer experiences to things. Consumers no longer need to go to a physical store to buy a product. Physical locations will start to serve less as points of sale and more to foster relationships between brands and customers. As a result, the need to think and act differently has shifted the strategic purpose of the retail store. A new paradigm - a new system is what fashion needs for the future. The challenge for this thesis is to explore the elements that define the shift in the paradigm of fashion and to envision what the luxury brand experience of the future might look like. Imagining a new space, a space of possiblities that constructs social relationships around culture and balances the performative (experience) with the personal (emotional, individuality, engagement). The objective of this thesis is to explore how luxury fashion brands can integrate a culture-driven strategy to create value and authenticity for the contemporary user and lifestyle. Through this investigation, I aim to expose the symbiotic relationship between luxury fashion and contemporary art as a fertile topic worthy of critical examination, and to extricate the way these seemingly disparate fields can blend to produce new values, experiences, and languages that mediate culture experiences beyond products. This project attempts to illustrate a utopian proposal of the future of the fashion system, drawing inspiration from the field of Speculative Design and using practical tools from the discipline of Product-Service-System Design. Imagination and methodology are converging as they seek to address possible futures. Fusing the analytical toolkit of the researcher with the creative toolkit of the designer, my intention is to interpret possibilities as well as construct them.
La crescente concorrenza globale e la domanda di innovazione forzano i marchi per creare esperienze di vendita al dettaglio utili e uniche, in quanto i clienti raramente effettuano decisioni di acquisto basate sul prodotto da solo. I consumatori preferiscono esperienze alle cose. I consumatori non hanno più bisogno di andare in un negozio fisico per acquistare un prodotto. Le sedi fisiche inizieranno a servire meno come punti di vendita e più per favorire i rapporti tra marchi e clienti. Di conseguenza, la necessità di pensare e agire in modo diverso ha spostato lo scopo strategico del negozio. Un nuovo paradigma - un nuovo sistema è quello che la moda ha bisogno per il futuro. La sfida per questa tesi è quella di esplorare gli elementi che definiscono lo spostamento nel paradigma della moda e di immaginare che cosa possa sembrare l’esperienza del marchio di lusso del futuro. Immaginando un nuovo spazio, uno spazio di possibilità che costruisce relazioni sociali attorno alla cultura e equilibra la performance (esperienza) con il personale (emotivo, individualità, impegno). L’obiettivo di questa tesi è quello di esplorare come le marche di moda di lusso possono integrare una strategia culturale per creare valore e autenticità per l’utente e lo stile di vita contemporanei. Attraverso questa indagine, voglio esporre la relazione simbiotica tra moda di lusso e arte contemporanea come un argomento fertile degno di esame critico e di estrarre il modo in cui questi campi apparentemente disparati si fondono per produrre nuovi valori, esperienze e lingue che mediano esperienze culturali oltre i prodotti. Questo progetto tenta di illustrare una proposta utopica del futuro del sistema moda, ispirandosi dal campo della progettazione speculativa e utilizzando strumenti pratici dalla disciplina del Design per il Sistema Prodotto Servizio. L’immaginazione e la metodologia convergono mentre cercano di affrontare possibili futures. Fusendo il toolkit analitico del ricercatore con il toolkit creativo del progettista, la mia intenzione è interpretare le possibilità e costruirle.
Exploring culture-driven innovation in contemporary brands. A utopian proposal for the luxury fashion experience
PSIMIKAKI-CHALKOKONDYLI, ANGELIKI-MARINA
2016/2017
Abstract
Inreased global competition and demand for innovation forces brands to create useful and unique retail experiences, as customers rarely make purchasing decisions based on product alone. Consumers prefer experiences to things. Consumers no longer need to go to a physical store to buy a product. Physical locations will start to serve less as points of sale and more to foster relationships between brands and customers. As a result, the need to think and act differently has shifted the strategic purpose of the retail store. A new paradigm - a new system is what fashion needs for the future. The challenge for this thesis is to explore the elements that define the shift in the paradigm of fashion and to envision what the luxury brand experience of the future might look like. Imagining a new space, a space of possiblities that constructs social relationships around culture and balances the performative (experience) with the personal (emotional, individuality, engagement). The objective of this thesis is to explore how luxury fashion brands can integrate a culture-driven strategy to create value and authenticity for the contemporary user and lifestyle. Through this investigation, I aim to expose the symbiotic relationship between luxury fashion and contemporary art as a fertile topic worthy of critical examination, and to extricate the way these seemingly disparate fields can blend to produce new values, experiences, and languages that mediate culture experiences beyond products. This project attempts to illustrate a utopian proposal of the future of the fashion system, drawing inspiration from the field of Speculative Design and using practical tools from the discipline of Product-Service-System Design. Imagination and methodology are converging as they seek to address possible futures. Fusing the analytical toolkit of the researcher with the creative toolkit of the designer, my intention is to interpret possibilities as well as construct them.| File | Dimensione | Formato | |
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2017_10_Psimikaki-Chalkokondyli.pdf
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https://hdl.handle.net/10589/136662