Staging Retail
Final Dissertation : 2020
International Event
Retail, Branding, Service Design
Tutors : Javier Anton Sancho (Universidad de Navarra) Joshua Williams (Parsons School of Design)
This thesis served as the Final Project for the Degree in Design at the School of Architecture, at University of Navarra. Studying the evolution of the fashion retail industry and the impact retail experience has on Generation Z has been exciting and rewarding especially as the world goes through major changes and faces this “new normal”.
Final Dissertation : 2020
International Event
Retail, Branding, Service Design
Tutors : Javier Anton Sancho (Universidad de Navarra) Joshua Williams (Parsons School of Design)
This thesis served as the Final Project for the Degree in Design at the School of Architecture, at University of Navarra. Studying the evolution of the fashion retail industry and the impact retail experience has on Generation Z has been exciting and rewarding especially as the world goes through major changes and faces this “new normal”.
Fashion Retail Spaces 4.0 : Demand for Experience by Gen Z
Brands are now faced with the task of re-defining traditional solutions for retail environments in order to satisfy their customers’ new needs and wants. One way to respond to these trends and changes in the retail landscape could be to practice service design in order to offer a more holistic, stimulating and memorable customer experience at any purchase situation.
This thesis investigates what experience truly means for the fashion retail industry and explores what specific factors are recognized as crucial when creating successful in-store experiences (particularly for Generation Z). From this, the aim was to create a framework based on the research obtained that could be useful for retailers when it comes to generating remarkable brick and mortar experiences. This new framework will suggest that the retail experience mix could be composed of staging spaces, moments and connections. These factors will be later tested and explored through several case studies of selected stores.
The investigation also emphasizes that an organization’s backstage processes have as much, if not more, impact on the overall user experience as would the visible points of interaction a user encounters within a store. By focusing on the backstage aspect of retail design – improving the way the retailer approaches and defines experience – remarkable store experiences will be successfully delivered. This thesis will serve as the proper foundation to design and develop future tools and guides needed to help retailers deliver good experiences.
Download Dossier.
Brands are now faced with the task of re-defining traditional solutions for retail environments in order to satisfy their customers’ new needs and wants. One way to respond to these trends and changes in the retail landscape could be to practice service design in order to offer a more holistic, stimulating and memorable customer experience at any purchase situation.
This thesis investigates what experience truly means for the fashion retail industry and explores what specific factors are recognized as crucial when creating successful in-store experiences (particularly for Generation Z). From this, the aim was to create a framework based on the research obtained that could be useful for retailers when it comes to generating remarkable brick and mortar experiences. This new framework will suggest that the retail experience mix could be composed of staging spaces, moments and connections. These factors will be later tested and explored through several case studies of selected stores.
The investigation also emphasizes that an organization’s backstage processes have as much, if not more, impact on the overall user experience as would the visible points of interaction a user encounters within a store. By focusing on the backstage aspect of retail design – improving the way the retailer approaches and defines experience – remarkable store experiences will be successfully delivered. This thesis will serve as the proper foundation to design and develop future tools and guides needed to help retailers deliver good experiences.
Download Dossier.
Case Studies
Future of Fashion Retail Outline
