Yesterday I went shopping in Frankfurt (could also have been Berlin, Stuttgart or Karlsruhe with little to no difference). As I felt more and more frustrated about the fashion and the ambience in the stores, I began to think about my favorite future fashion store.
First of all, I thought about offering “Instant print”. This means that you can take a basic article of clothing in the store and customize it with a large set of options like writing something, uploading an image from your smartphone, etc., the customized article of clothing is then printed instantly for you. Maybe we could even offer “Fashion on demand” which means that you can create your own basic article of clothing and have it crafted instantly. You would be offered to get your body measures scanned to get the perfect fit. You can choose to take part in the weekly “Designer of the week” voting with your crafted article of clothing.
Then I felt frustrated about a pile of clothes with a sign “trousers from 9€ to 19€” I took the first trouser from and found that I was looking at a 99€ trouser. I want an instore search on style, prize and size for my favorite future fashion store! It also offers the option to show you articles that fit to your current clothing (the one you are wearing) and, if you activated your wardrobe profile listing all the articles you have already bought, a “fits to my wardrobe” option.
Clothes are tagged so that you can easiliy find the size and colour you are looking for by using the instore navigation.
Basic fashion is really affordable (you could even say “keen”) and you pay extra if you want more than level 1 customization (printing one text on your article of clothing).
A café and a bar are integrated in the store providing a chillout area for social interaction and relaxing.
You can listen to instore music via the headphones of your smartphone and choose one of the music channels offered by the store app. For not spoiling your download limit, there is a free hotspot in the store.
There is one section of the store (“Gimme that stuff”-are) you can go with your smartphone, choose some articles of clothing using the store app and the clothes will be delivered to your current location in the “Gimme that stuff”-area, e.g. via automatic segway-like vehicles. If you don’t like it, there is a container you can drop it and it will get back to the warehouse.
In the whole store, there is no single clothes hanger. I hate clothes hangers! They are always crowded up so that you hardly find the size you are looking for and then struggle hard to get it out of the hanger crowd. I rather think of a display dummy for every clothing and slots where the displayed article of clothing is lieing, every slot marked with a different size or color. Articles are tagged with RFID so if you try to put it in the wrong slot both in store (via a little speaker next to you) and on your headphones, there will be a remark that you please just drop the article in the “Won’t buy it” bin next to you.
In the whole store, there will be no sale! I hate the overusage of sale, I’ve been to a store yesterday where a sale sign stood on every presentation table. But prizes were high nonetheless… There will be special deals for fans and if you join the fashion family, you will receive a 10% discount. There is also an innovation discount for fans and family members that really helped the family with their feedback and ideas. This innovation discount is limited to the products you helped to improve and ranges from 20% for one product per improvement to 5% on all products per improvement (if you had an innovation for the whole store).
The staff in my favorite future fashion store is always unobtrusive and will never start to talk with you if you are just looking for the latest fashion. You can call a member of the staff with the store app or can chat with a staff member via the store app.
So far the thoughts in my mind, looking forward to hearing about your thoughts now!
Maybe some questions to start:
- How would you feel in my favorite future fashion store?
- What would you like to have in your favorite future fashion store?
- What is annoying you when you go shopping?