Overview
The project involved designing a temporary store for Diesel with the goal of enhancing customer engagement and retention. Prioritizing interactive experiences over product focus, the store emulates a showroom format. It showcases items for viewing and touching, requiring staff assistance for trying on garments in dedicated dressing rooms. Products are stored off-site and shipped directly to customers upon purchase. Termed as the "guideshop" format, this approach streamlines the path from production to consumer, boosting brand revenue. Notably, it places customers at the forefront by offering tailored assistance throughout the entire purchase journey, from selection to testing and payment.
User experience
Limited Sampling
Only one garment from each collection is on display in the showroom, allowing customers to see and touch the items but not try them on.
Focus on Fitting Rooms
To try on garments, customers must contact the staff who will take them to the fitting rooms. All trial sizes are available in the warehouse, and the shop’s main function is to let people discover the apparel, with purchasing taking a back seat.
Social Hub
A special area is designed to create events and opportunities for social participation, including the possibility of workshops. Customers can browse through the catalogue and discover details in a playful way.
Assistance
Staff provide trained and helpful assistance, guiding customers in their choice of garments. They act as stylists rather than mere shop assistants.
Check-Out Anywhere
Transactions can be completed anywhere in the store or outside via an app.
Research and development context
The concept of a temporary showroom with limited sampling and a playful, dynamic environment presents an innovative approach to retail, emphasizing sustainability and customer experience over traditional sales tactics. By displaying only one garment from each collection and minimizing waste, the store aligns with modern eco-conscious values. This setup invites customers to explore the apparel in a tactile and visual manner, while the availability of trial sizes in the warehouse ensures they can still experience the fit and feel of the garments.
The focus on fitting rooms and the reversed store layout—where fitting rooms and checkouts are encountered first—challenges conventional retail norms and creates a unique shopping journey. This approach not only intrigues passersby but also provides a more intimate and personalized shopping experience once inside.
Ultimately, this project aims to redefine the retail experience by prioritizing sustainability, personalization, and customer engagement, setting a new standard for temporary showrooms in the fashion industry.