COP III - Idea Generation & Feedback

Idea 01

Considering the millennial penchant for digital perspicacity and the experiential, Idea 01 proposes the creation of luxury store window displays which utilise augmented reality technology to allow consumers to experience transitions such as a fabric swatch transforming into a full garment, for example. This exclusive content would be accessed via a smartphone app, and also provide product information for the garment, suggest accompanying products and style inspiration etc. This would aid brand accessibility for millennials who want to engage with luxury sector dialogue but may not have the funds to purchase higher-ticket pieces. Additionally, this technological encounter has the potential to integrate in-store consumption and e-commerce channels - creating an omni-channel strategy which by nature makes for a seamless brand experience and therefore has potential to gain greater consumer appraisal from millennials in search of convenience.

Mock-up of Burberry store showing swatch concept

Idea 02

As the luxury sector shifts emphasis from the physical to the experiential, Idea 02 proposes a concept for a luxury brand experience boutique - targeting millennials' penchant for discovery, brand heritage and experiences over products. Instead of clothes, shoes, bags and accessories, this separate brand destination would become home to archived fashion pieces, exhibitions, brand history and other exclusive events. This focus on the brand itself, as opposed to the products they offer in retail stores, opens up numerous opportunities and potentials for consumers to engage with the brand in new ways as well as form deeper connections. Also, according to Luxury Institute’s Top 10 Trends, growth has been uneven for luxury goods but luxury services are faring much better.

Idea 03

Idea 03 proposes the creation of a luxury brand membership platform through which exclusive news, content and products can be viewed/purchased before anyone else.  It may include behind the scenes footage from shows, upcoming trends and/or collaborations or access to exclusive shopping events.
 This aligns itself with the millennial generation's affinity with fashion discovery, whilst also considering the natural luxury consumers' penchant for exclusivity and personalisation. Most importantly, its allows consumers to access the brand and become included within its dialogue no matter where they are.

Feedback

Feedback received from peers unanimously indicated Idea 01 had the most potentail to provide a resolution(s) that was well considered and relevant to the sector and target. Suggestions given included:

• It would work better with mannequins in the store window as opposed to large scale swatches. 
• Should be exclusive to one store - destination for experience. 
• Augmented reality should bring mannequins to life.
• Augmented reality feature could work across multiple resolutions.
• For convenience, AR should be additional feature to a existing brand app - wouldn’t get used / be seamless if separate.
• Use location services to alert when at the store.