Print Email Facebook Twitter America Today, a new fitting experience. Title America Today, a new fitting experience. Author Van Boheemen, R. Contributor De Rijk, T.R.A. (mentor) Jepma, E.J. (mentor) Jordans, M.C. (mentor) Faculty Industrial Design Engineering Department Industrial Design Programme Master of Science Design for Interaction Date 2012-04-25 Abstract This project is conducted on behalf of American Today, a Dutch fashion retail company with 59 stores in The Netherlands, Belgium and France. They offer American college style clothing for guys and girls and state that they are “young minded”. Their mission is to make easy comfortable clothing available for students and everybody else who identifies with student fashion and style. My graduation project is about the trying on of clothes within the America Today stores. Many people dislike the process of trying clothes when at a major fashion store. There are several reasons for this discomfort. I enhanced the conventional shopping experience by improving the user experience during the fitting process. This was achieved, not by creating a new fitting room, but by designing a new experience. By making it more comfortable and fun, people will have more of a reason to return to the store and try on clothes. This will in turn lead to an increase in revenue as 67% of all people that try something on in the store end up buying it. To create the new experience the ViP method is used, this resulted in distinguishing 4 different shopping types (See figure/diagram at center of poster). These different types led to 3 new concepts. The concepts are innovative and fit the brand image very well. Concept 1 The interaction vision for type 1 is: “like backpacking through Europe.” This means that he/she likes to stop and look around a lot, thereby trying out different things. To help this person I encourage them to have small fitting sessions on the shop floor. The concept contains a sign to activate people, a hook to let people hang their own clothes on (like a jacket) and a little stool to put some belongings on (like a backpack). By stimulating people to try out “on the way”, it is more likely that people will try out more items. Concept 2 Type 3 prefers to get an honest opinion from other people. To help this person during the fitting process I developed a concept that is focused on asking other “fitters” what they think about their creation in a subtle, spontaneous manner. The concept contains an interactive mirror inside the fitting room that allows you to take a picture of your outfit and instantly send it to the interactive mirrors in the other fitting rooms. The other “fitters” are then able to respond, by choosing from a list of pre-set comments. This concept lets customers get in contact with each other and seeing each other’s creations can lead to impulse sales. Concept 3 Type 4 likes to shop together and finds the opinion of their friends the most important. Their interaction vision is “like going on spring break”. This group experiences shopping as fun and enjoyable. The concept is an America Today Promotion Tour that creates parties at student dorms. In this way the target group gets to know America Today and America Today can observe their target group in their natural environment. Subject RetailDesignAmerica TodayFitting room To reference this document use: http://resolver.tudelft.nl/uuid:ecf8d149-be8b-411f-8093-9fafde613d78 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2012 Van Boheemen, R.