Nowadays, the market for fashion consumption is gradually becoming younger. Among the fashion products consumed by these young consumers, bags have a steady growth trend. Particularly, some niche bag brands which have their uniqueness and match the consumption-ability of young consumers make themselves more popular. However, most of these bags‘ brand value is not very clear and lose their intrinsic promise of craftsmanship. The content of the craftsmanship is both abstract and concrete. They are not only just the product material, appearance, or making technique, but also the ideology of each design participant. It helps brands increase their impact and greatly strengthen the relationship with users and their loyalty. The experience store is a touchpoint between brand and market, which allows the brand to transmit its value to the customers face to face and efficiently through impressive interactions. Therefore, I focus on the new service and experience based on the experience store which could greatly help the reflection of bags brand craftsmanship I research on the customers of these niche brands based on service design approaches and help these brands create craftmanship based experience store service which is suit for themselves. The most important part of my project is that I use a co-design method to consider the actual capabilities of the brand and the real needs of the targeted customers by engaging them in service design and testing. This process allows them to reach a consensus on the craftsmanship-based experience store service. iiSLAND is an experience store driven service strategy for the niche bag brand. It makes users have more participation and control over the design process and maintenance of the bags. It also gives them a better understanding of stories and passion behind the brand. This project is mainly achieved by the customer experience of the experience store and the collaboration between the brand and other stakeholders in the city. Meanwhile, the entire iiSLAND project and results are based on the cooperation with the Milan bag brand NUMERO9. Through the cooperation and testing with Numero9, I found this craftmanship based experience store development method could be universal. For instance, the co-design process may be developed into a universal but customization tool for more bag brands to which help them innovate their experience store's services independently.
Al giorno d’oggi, il mercato della moda sta gradualmente diventando più giovane. Tra i prodotti di moda consumati da questi giovani consumatori, le borse hanno un trend di crescita costante. In particolare, si fanno più popolari alcuni marchi di borse di nicchia che hanno la loro unicità e che incontrano la capacità di consumo dei giovani consumatori. Tuttavia, la maggior parte dei valori di questi marchi di borse non sono molto chiari e perdono la loro intrinseca promessa di artigianalità. Il contenuto dell'artigianato è sia astratto che concreto. Non si tratta solo del materiale del prodotto, dell'aspetto o della tecnica di produzione, ma anche dell'ideologia di ciascuno dei partecipanti alla progettazione. Questa aiuta i marchi a migliorare il loro impatto e rafforza notevolmente il rapporto con gli utenti e la loro fedeltà. L’Experience Store è un punto di contatto tra il marchio e il mercato, che consente al marchio di trasmettere il proprio valore ai clienti faccia a faccia ed in modo efficace, attraverso interazioni suggestive. Pertanto, mi concentro sul nuovo servizio e sull'esperienza basata sull’Experience Store, che potrebbe aiutare notevolmente la riflessione sull'artigianato da parte dei marchi di borse. Faccio ricerca sui clienti di questi marchi di nicchia basandomi sull’approccio del service design e aiuto questi marchi a creare un servizio basato sull'artigianato adatto al loro Experience Store. La parte più importante del mio progetto è l’utilizzo del metodo del co-design per valutare le reali potenzialità del marchio e le reali esigenze degli specifici clienti, coinvolgendoli nella progettazione e nella sperimentazione del servizio. Questo processo consente loro di raggiungere un consenso sul servizio dell’Experience Store basato sull'artigianato. iiSLAND è una strategia di servizio per l’Experience Store dei i marchi di borse di nicchia. Rende gli utenti più partecipi e in grado di controllare il processo di progettazione e la manutenzione delle borse. Inoltre, permette loro di capire meglio le storie e la passione che stanno dietro al marchio. Questo progetto è principalmente reso possibile dall'esperienza del cliente nell’Experience Store e dalla collaborazione tra il marchio e altri stakeholder nella città. Allo stesso tempo, l'intero progetto di iiSLAND e i risultati si basano sulla cooperazione con il marchio milanese di borse Numero9. Attraverso la cooperazione e la sperimentazione con Numero9, ho scoperto che questo metodo di sviluppo dell’Experience Store basato sull’artigianato potrebbe essere universale. Ad esempio, il processo di co-design può essere sviluppato come uno strumento universale ma personalizzabile per più marchi di borse, che li aiuta ad innovare i servizi dell’Experience Store in modo indipendente.
Retail store experience strategy for a bag brand. Collections of craftsmanship narratives
YANG, KAI-YU
2018/2019
Abstract
Nowadays, the market for fashion consumption is gradually becoming younger. Among the fashion products consumed by these young consumers, bags have a steady growth trend. Particularly, some niche bag brands which have their uniqueness and match the consumption-ability of young consumers make themselves more popular. However, most of these bags‘ brand value is not very clear and lose their intrinsic promise of craftsmanship. The content of the craftsmanship is both abstract and concrete. They are not only just the product material, appearance, or making technique, but also the ideology of each design participant. It helps brands increase their impact and greatly strengthen the relationship with users and their loyalty. The experience store is a touchpoint between brand and market, which allows the brand to transmit its value to the customers face to face and efficiently through impressive interactions. Therefore, I focus on the new service and experience based on the experience store which could greatly help the reflection of bags brand craftsmanship I research on the customers of these niche brands based on service design approaches and help these brands create craftmanship based experience store service which is suit for themselves. The most important part of my project is that I use a co-design method to consider the actual capabilities of the brand and the real needs of the targeted customers by engaging them in service design and testing. This process allows them to reach a consensus on the craftsmanship-based experience store service. iiSLAND is an experience store driven service strategy for the niche bag brand. It makes users have more participation and control over the design process and maintenance of the bags. It also gives them a better understanding of stories and passion behind the brand. This project is mainly achieved by the customer experience of the experience store and the collaboration between the brand and other stakeholders in the city. Meanwhile, the entire iiSLAND project and results are based on the cooperation with the Milan bag brand NUMERO9. Through the cooperation and testing with Numero9, I found this craftmanship based experience store development method could be universal. For instance, the co-design process may be developed into a universal but customization tool for more bag brands to which help them innovate their experience store's services independently.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/149284