The digital and technological transformation, whose effects have profoundly influenced the last two decades, and which has recently undergone a sudden acceleration, changed how fashion brands produce, sells and communicate and also how individuals come into contact with fashion, experience, share, and “consume” it. Within this framework, fashion has progressively embraced and incorporated technologies in the retail system opening up to new opportunities in terms of communication and distribution strategies, pushing towards an increased integration between physical and digital systems. In the light of current consumer dynamics, the omnichannel approach is evolving into a phygital one, with the progressive merging of the material and digital dimensions. Retail spaces are undergoing a process of proliferation and integration of channels, multiplication of messages and narratives, increase of services resulting in a new "augmented" scenario. Assuming a design perspective, the paper aims to investigate the nature and the impact of digital transformation in fashion retailing, with a focus on in-store technologies and their relationship with spaces and the customer journey, identifying, starting from the most recent fashion retail concepts, some possible scenarios and innovation trajectories.
Fashion Retail (R)evolution in a Solid and Liquid Experience
Iannilli, V. M.
2023-01-01
Abstract
The digital and technological transformation, whose effects have profoundly influenced the last two decades, and which has recently undergone a sudden acceleration, changed how fashion brands produce, sells and communicate and also how individuals come into contact with fashion, experience, share, and “consume” it. Within this framework, fashion has progressively embraced and incorporated technologies in the retail system opening up to new opportunities in terms of communication and distribution strategies, pushing towards an increased integration between physical and digital systems. In the light of current consumer dynamics, the omnichannel approach is evolving into a phygital one, with the progressive merging of the material and digital dimensions. Retail spaces are undergoing a process of proliferation and integration of channels, multiplication of messages and narratives, increase of services resulting in a new "augmented" scenario. Assuming a design perspective, the paper aims to investigate the nature and the impact of digital transformation in fashion retailing, with a focus on in-store technologies and their relationship with spaces and the customer journey, identifying, starting from the most recent fashion retail concepts, some possible scenarios and innovation trajectories.| File | Dimensione | Formato | |
|---|---|---|---|
|
ANGELI DESIGN DYNAMICS.pdf
accesso aperto
Descrizione: The fashion industry is entering the dynamic global competitive market, promoting various actions prioritising design, creativity, sustainability, and technological advancement as pivotal factors. At the same time, it is reimagining its business models to adapt to the changing landscape. The rise of pervasive connectivity, intuitive interfaces and innovative interaction channels has triggered a revolution in fashion retail, reshaping customer behaviour and expectations. The traditional retail framework has evolved into a fully interconnected omnichannel system. This transformation is characterised by the proliferation of physical and virtual channels and touch points and by the adoption of a more flexible and integrated approach. In this dynamic context, design plays a central role, possessing the ability to impart meaning to the production and distribution system. Design-led innovation represents an incremental form of innovation that injects a nuanced range of meaning into the marketplace, extending beyond tangible objects, including discourses, expressions, narratives, visual images, symbols, metaphors, and spaces. The book analyses the multifaceted nature of the fashion retail experience through the lens of the design discipline, aiming to contextualise the evolution of retail within increasingly complex processes, networks and interconnections, both theoretically and practically. The focus is on retail design, delving into the new skills required and the valuable tools needed to apply them in inherently multidisciplinary contexts. Ultimately, the aim is to navigate the intricate terrain of retail evolution and shed light on the evolving role of design in this multifaceted sector.
:
Publisher’s version
Dimensione
2.47 MB
Formato
Adobe PDF
|
2.47 MB | Adobe PDF | Visualizza/Apri |
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
