Online Questionnaire

In – Depth Interview

Optimistic, Confident, Size issue as well as Customers do not want

Energetic, Happy, Price is Customers like being
quality issues plague to Use and Throw rather
Customers like to Classy, Sassy, They want to important but if recognized by the
online shopping and so they want to Use and
experiment with new Impactful, Smart, know about Quality and brand
Influencers can people prefer physical Recycle
brands in case of Strong, Vibrant, company Sustainability
affect sustainability stores for jeans and
jackets and shirts but Easy-going, Quirky, values but justifies price
mindset jacket
INSIGHTS not in jeans Creative more about our then slight Customers want concepts like
Majority of them are Competitors
Buying propensity for practices flexibility Virtual Reality to help them in
In-Depth Interview promoting wastage
shirts – High because People do not like
– H&M,
due to fast trends Future of Fashion: understanding how clothes fit Levi’s, Pepe,
and thrift approach Buying propensity for Transparency flamboyant displays their body and whether the buy
Luxury plus comfort, Lifestyle,
to fashion jeans and jackets - is key such as street shows A well-informed sales will be worth it or not
being dynamic, Ginger, Zara,
Low rather impactful staff is of paramount
experimenting with Mango,
materials campaigns importance as a good
Annabelle
INSIGHTS assistance influences Customers like being
Online Questionnaire Style guides Customers want to interact the buying decisions recognized by the
show how to be with brands which create an Sustainability is a key issue for customers, brand
Colour, variety and
dynamic with impact towards causes such and they want to associate with brands which Texture, fit, logistics,
the same fabric as woman empowerment have such initiatives. They want transparent availability of sizes, Customers share the
Unlocking true information about sourcing and building your brands which speak to Instead of links to other
potential of them emotionally and
clothes
manufacturing, and it makes a difference, like wardrobe etc, is designers and influencer’s
important part of many engage with brands content, users want to see
Sustainability has to become telling what sustainable ways were used, the having strong initiatives on
affordable and accessible materials, whether it was recycled, and how it buying process how our brand fits in the
social media picture, and we have to say
helped in the bigger picture.
AS – IS EXPERIENCE MAP
 AS – IS EXPERIENCE MAP in contrast with the
BUSINESS HYPOTHESIS MAP

As Is Experience Map
Business Hypothesis Map
 DESIGN PERSONA

AGE: 20 – 40 years

GENDER: female

SPENDING TIME: Dance, Travel, Sports, Painting, Reading, Gym, Yoga &
Meditation, Music

FAMILY: Not married

RELATIONSHIPS: both single and committed

BUSINESS CONTEXT: They are all independent and strong women who want a
brand that can be comfortable as well as a form of expression. They want a
brand which is Optimistic, Confident, Energetic, Happy, Classy, Sassy, Impactful,
Smart, Strong, Vibrant, Easy-going, Quirky, Creative.

NEEDS
- Colour, variety and Texture, fit
- Speedy logistics in case of online purchase
- They want to Use and Recycle rather than Use and Throw
- Customers like being recognized by the brand PROBLEMS
- Presence of the brand on YouTube and Instagram
- Style Guides - how to be dynamic with the same fabric and Unlocking true potential of
clothes
- Availability of sizes or choices, variety in
- physical
Transparent sustainability initiatives stores
(information about sourcing and manufacturing, and
- Size
it makes a difference, like telling and Fit issues
what sustainable in online
ways were used, stores
the materials,
whether it was recycled, and- howQuality
it helpedandin the bigger picture.)
Standard Issues
- Brand with a cause so there-canPrice be an emotional
is often notconnect
justified
- Customers like to experiment with new brands in case of jackets and shirts but not in
jeans - Less connect with brand
- - Lack of Transparency
Buying propensity for shirts – High, Buying propensity for jeans in sustainability
and jackets – Low
- Customers want concepts like Virtualinitiatives
Reality to help them in understanding how clothes
fit their body and whether the buy will be worth it or not
- Instead of links to other designers and influencer’s content, users want to see how our
brand fits in the picture, and we have to say
- A well-informed sales staff is of paramount importance as a good assistance influences
the buying decisions
- People do not like flamboyant displays such as street shows rather impactful campaigns
 5 WHY ANALYSIS

 Problem Statement: Customers have less availability of sizes or choices, variety in physical stores

✓Why don’t they get their size or choice or variety?

✓Why is there a shortage of supply?
✓Why does team not know whether the issue is in one store or in all stores?
✓Why does the team not know which styles are popular and keep stock?
✓Why is there no connect between online and offline inventory or connect between our stores?

 Root Causes:

✓ The sales personnel and the store managers should communicate about popular pieces in stores and should have access to
detailed analysis regarding when and how much to order
✓ There should be communication between different stores spread across nearby areas so as to ensure restocking in case of
emergencies
✓ The sales personnel and manager must keep a tab between the availability in online and offline store and communicate to the
customer if a piece is not available offline, but it is present online

 Problem Statement: Customers have Size and Fit issues in online stores

✓Why do they have size and fit issues in online stores?

✓Why are the sizes not communicated properly?
✓Why is the size chart on accurate?
✓Why is it difficult to map different sizes according to different ethnicity and body type?
  Root Causes:

✓ The 2D representation of size and fit is inadequate in accommodating different body type according to different ethnicities
✓ The design team needs to incorporate a virtual trial room feature that shows 3D representation of size and fit using virtual Reality

 Problem Statement: Customers are facing Quality and Standard Issues

✓Why are they facing quality and standard issues?

✓Why are we not able to do a proper quality check?
✓Why is there a possibility of damage in transit?
✓Why is there a possibility of damage due to customer trials?

 Root Causes:

✓ Our quality inspector needs proper training in order to reduce the percentage of defaults or bad pieces
✓ Our transport and Logistics partner needs reviewing so that they understand the importance of quality for our brand and how the
clothes need to be handled in transit
✓ Our sales personnel need to be informed about the proper handling of trial pieces

 Problem Statement: Customers feel less connected with the brand

✓Why do they feel less connected with the brand?

✓Why are not able to convey our values?
✓Why is our content and initiatives on social media lacking?
✓Why is our style guide and unboxing popular but our customer engagement activity and influencer tie-ups not generating much
needed traction?

 Root Causes:

✓ Videos with influencers are too long and they need to be made shorter with some animations and effects added in
 ✓ Or social media team needs to do a comprehensive analysis on customer behaviour, likes and trends etc so that an attractive
campaign can be built
 Problem Statement: Customers feel that price is often not justified

✓Why do they feel that price is not justified?

✓Why are they doubting our quality?
✓Why do they feel we are not transparent in our functioning?

 Root Causes:

✓ Our social media team should develop videos about our practices and how they meet highest standards and also talk about
incorporation of sustainability in our practices

 Problem Statement: Customer feels there is lack of transparency in sustainability initiatives

✓Why do they feel less there is lack of transparency in sustainability initiatives?

✓Why does customer feel we are not a sustainable brand?
✓Why is our sourcing not sustainable?
✓Why are we not incorporating recycling initiatives in our supply chain?
✓Why are we not educating customers about sustainability in fashion?
✓Why are customers feeling sustainable fashion is not affordable?

 Root Causes:

✓ Our supply chain needs to become sustainable in terms of sourcing and possessing of fabric, so that we can bring about
transparency in our communication to customers regarding our initiatives
✓Our marketing managers need to show consumers that sustainability is affordable and why the prices are justified and where the
profits are being utilized, i.e. they need to show the customer why we help them make the planet green and leave a everlasting and
powerful mark
 Sales personnel and the store managers Design team

should communicate about popular pieces in stores and needs to incorporate a virtual trial room feature that
should have access to detailed analysis regarding when and shows 3D representation of size and fit using virtual
how much to order, keep tabs upon inventory in other stores Reality
as well as online mode
Supply ChainSocial
TeamMedia Team Managers
and Marketing

So that there is proper representation of different body

In order to ensure availability of sizes and styles
types and ethnicities and accuracy in size and fit

Our supply chain needs to become sustainable in terms of sourcing and possessing of
should
fabric develop
and need videos that
to show consumers about our practices
sustainability and
is affordable and whyhow they
the prices
are justifiedmeet highest
and where standards
the profits and
are being utilized, i.e. also talk
they need about
to show the customer
why we help them make the planet green and leave a everlasting and powerful mark

so that we
Customers can bring
should about
not find our transparency in our or
products expensive
Social Media Team
communication to customers regarding our initiatives
not woth buying
Quality inspector and dddTransport & Logistics partner
and Sales Personnel

Our quality inspector needs proper training in order to reduce the percentage of defaults or bad needs to do a comprehensive analysis on customer
pieces. Our transport and Logistics partner needs reviewing so that they understand the
importance of quality for our brand and how the clothes need to be handled in transit. Our sales
behaviour, likes and trends etc
personnel need to be informed about the proper handling of trial pieces

Quality and Standard issues can be addressed Building an attractive campaign