why innovation! case study - Envisioning the future of luxury fashion retail

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why innovation! case study - Envisioning the future of luxury fashion retail

retail
HIGH END LUXURY FASHION
Hong Kong
Envisioning the future of luxury fashion retail
Context
Envisioning the future of fashion retail, a case study of a project led by why innovation! for a luxury fashion brand in HK

“How might we dream for tomorrow but build for today?” was the opening statement made by a global high-end luxury fashion brand’s HK & Macao CIO. It set the tone for their first workshops, to kick off their experience transformation journey. However, designing a new age customer experience meant working backwards from a compelling and clear vision and breaking it down to actionable and measurable goals.

Challenges
Envisioning the future of fashion retail, a Creativity workshop facilitated by why innovation! for a luxury fashion brand

The challenge was multi-fold.

Firstly, to envision a new age customer experience that would maintain the brand’s artistic sensibilities at its core, whilst exploring new digital tools to bring the experience to life.

Secondly, articulating the experience so that it can be broken down into short term and long-term goals.

And thirdly, to put in place a plan to test concepts in the market to get them validated fast.

Outcome
Envisioning the future of fashion retail, a Design Thinking workshop facilitated by why innovation! for a luxury fashion brand
  • Unmet customer needs were identified, which helped to articulate the new customer experience
  • Business objectives and value metrics were aligned across teams
  • A wide range of future experiences were envisioned
  • A road map with clear direction was created for implementation