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unsold merchandise
For years Tally had succeeded again and again in hitting the fashion
nervethe perfect length, the trendiest style, the hottest colorbut
the companys warehouses still overflowed with millions of dollars
worth of unsold inventory.
The spaces were dense, cramped and disordered.
Another general problem for fashion retailers
Fashion Week
London, Milan and Paris, and additional unofficial Fashion Weeks occur in Brazil,
Germany, Australia and pretty much anywhere else in the world girls and women
love fashion and new clothes.
After receiving specifications on cuts, colors and lengths,
factory workers in mainland China manufacture the clothes,
which are then loaded onto a container ship for their long
transatlantic voyage. Once the clothes arrive at their
destination, workers transport them onto trucks, which ferry
them to distribution outlets and area stores.
In the worst-case scenario, a fashion or style will pivot in an
unexpected direction blue has overtaken black, and the
color green, for no good reason, repels buyerswhen a
container ship is in transit. In response, some retailers will go
so far as to ask ships to return to port and destroy their
shipments.
The rule of fashion industry
Enclothed cognition
a psychological phenomenon that refers to the influences our clothing has on our
cognitive and decision-making processes, and the ways we unconsciously adapt our
behavior to the people and symbols around us.
Roadblocks
Clothing
Brands displayed
Posters hanging on the wall
Where is the bed positioned
#pillows
Time spent in the bedroom
Time spent on phones, laptops, tablets
Parallels between girl`s home and her Facebook page
The check-list of their bedroom
Offline was the real world, it seemed, while dreams lived online.
Step 1
Offline was the real world, it seemed, while dreams lived online.
Based on their online videos and separate interviews, the lives of adolescent girls
revolved around fashion and dressing up.
The research revealed that girls spent around 80 percent of their waking hours
mulling what they wore that day, what they were thinking about wearing the next
day and clothing in general
The selfies
Selfies were even more important than the event or moment they
were supposed to memorialize.
Shopping with the girls
Along with observing the clothes, they were also busy evaluating the other
girls in the store.
Girls rarely, if ever, shopped by themselves.
The shoes = secret display
The bathroom
Phone bills
Tally Weijl
We create a dream house, or loft, where a select group of girls could live.
.
We could recruit them via a special in-store contest, or even via a Willy Wonkalike Golden Ticket
system. The girls could live in the loft, courtesy of Tally Weijl, and wed also provide them with perks
including a 24hour chauffeur, a catwalk, a spa and a music studio. We would stream their parties,
shows and get-togethers on the Tally Weijl website, in stores, on the brands YouTube channel and via
Periscope, the live-streaming app.
Idea #2
A parking lot area, where boyfriends could keep an eye on their girlfriends
without coming across as impatient or intimidating. But inside was where the
magicand convergencehappened.