Background In the last decades, the retail space has been enduring many transformations, which suggest some important reflection, as they represent the changing relationship between brands and consumers. The retail space used to be mainly occupied by objects, and functions such as the exhibition space of goods. However, nowadays, many brands have redefined the relationship between consumers, commodities and stores with new commercial models and new kind of spaces, which aims to create memorable experience that consumers traditionally have sourced elsewhere; retail spaces can contribute critical added value and beyond-commercial engagement. Purpose Retail refers to the activity of selling goods or services directly to consumers or end-users, this research focus on the fashion retail field and the space where these activities happen. The purpose of the thesis is to analyze that under the compression of time-space, the rapid development of online shopping and new technologies, how the encounter between consumers and products are reshaped. Therefore, exploring the future of the fashion retail space prototype based on its new roles. Methodology The thesis applies interdisciplinary research methods, engage with experience economics, sensory study, psychoanalysis and behaviorism. The research is built on primary and secondary data sources, including analyses of existing space projects. Value The main contribution of this research lies in developing the strategy of designing fashion retail interior space. It fills gaps between the marketing research, sensory research and retail space design.
Premessa Negli ultimi decenni, o spazio retail ha attraversato diverse trasformazioni, questi cambiamenti offrono degli ottimi spunti di riflessione, in quanto rappresentano un cambiamento nei rapporti tra I marchi e I consumatori. Gli ambienti retail erano occupati principalmente da oggetti e da esposizioni per questi ultimi. Ora molti marchi hanno ridefinito la relazione con il consumatore, I negozi e la merce attraverso nuovi modelli commerciali, che puntano a creare un’esperienza memorabile che I consumatori tradizionalmente cercavano altrove. Gli spazi retail possono dunque contribuire con un valore aggiunto che va oltre il tradizionale coinvolgimento di tipo commerciale. Scopo Retail si riferisce all’attività atta alla vendita di beni o di servizi direttamente al consumatore o all’utente finale. Questa tesi vuole concentrarsi sugli spazi retail per la moda e gli spazi dove queste attività hanno luogo. Lo scopo di questa tesi è di analizzare la compressione della relazione tra lo spazio ed il tempo dovuto alla rapida crescita dello shopping online e delle nuove tecnologie ad esso legato. Come l’incontro tra il consumatore ed i beni è stato modificato. In ultimo di esplorare il futuro della progettazione di nuovi tipi di spazi retail per la moda basati sul loro nuovo ruolo. Metodologia La tesi utilizza metodi di ricerca interdisciplinari che abbracciano l’economia, gli studi sensoriali, studi psicologici e comportamentismo sociale. La ricerca si costruisce attraverso fonti di dati primarie e secondarie che includono anche analisi di progetti di spazi esistenti. Contributo Il principale contributo di questa tesi è di sviluppare una strategia applicabile alla progettazione di spazi retail, riempiendo gli spazi tra la ricerca di marketing, la ricerca sensoriale e il retail design.
Contemporary fashion retail. Contemporary fashion retail space segment analysis and prototype design
WANG, SIYI
2018/2019
Abstract
Background In the last decades, the retail space has been enduring many transformations, which suggest some important reflection, as they represent the changing relationship between brands and consumers. The retail space used to be mainly occupied by objects, and functions such as the exhibition space of goods. However, nowadays, many brands have redefined the relationship between consumers, commodities and stores with new commercial models and new kind of spaces, which aims to create memorable experience that consumers traditionally have sourced elsewhere; retail spaces can contribute critical added value and beyond-commercial engagement. Purpose Retail refers to the activity of selling goods or services directly to consumers or end-users, this research focus on the fashion retail field and the space where these activities happen. The purpose of the thesis is to analyze that under the compression of time-space, the rapid development of online shopping and new technologies, how the encounter between consumers and products are reshaped. Therefore, exploring the future of the fashion retail space prototype based on its new roles. Methodology The thesis applies interdisciplinary research methods, engage with experience economics, sensory study, psychoanalysis and behaviorism. The research is built on primary and secondary data sources, including analyses of existing space projects. Value The main contribution of this research lies in developing the strategy of designing fashion retail interior space. It fills gaps between the marketing research, sensory research and retail space design.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/149192