Fashion Retail Field Survey - Milan, Italy
5
RETAIL FIELD SURVEY NYU Stern | SDA Bocconi Baptist | Langton | Lind | Nanasi | Venkateswar Wednesday, March 20, 13
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This short presentation was part of a course at NYU Stern taken place at the SDA Bocconi School of Management in Milan, Italy in March 2013. It highlights attributes of brand retail experiences based on walking through the shopping districts of Milan and visiting flagship stores.
Transcript of Fashion Retail Field Survey - Milan, Italy
RETAIL FIELD SURVEYNYU Stern | SDA Bocconi
Baptist | Langton | Lind | Nanasi | Venkateswar
Wednesday, March 20, 13
formato
shop within shopadequate customer servicelimited product assortment
cornersub-par customer service
adequate product assortment
mono brandgood customer service
knowledgablecore product line
consistent with brand identity
multi branduse of focal points
collection is on trendrunway inspired
flagshipvaried customer service
varied product assortmentdeep product knowledge
core brand essence
Wednesday, March 20, 13
“...un regalo per la mama...”
customization to luxury niche great customer service
captures aspirational customer
fashion, not luxuryindustrial
minimalisticuninviting
inconsistent serviceflow by product line vs brand essence
flagship and mono brand types“a gift for mom”
Wednesday, March 20, 13
industrial
minimalist
uninviting
intentional
brutta esperienza
Wednesday, March 20, 13
white glove service
design:
absoluteaspirational
a c c e s s i b l e
superba esperienza
Wednesday, March 20, 13
