BRIEF
MOISELLE, a high-end women’s fashion brand based in Hong Kong needed to enhance their retail shopping experience with new technology and media-based ideas that would delight current customers and attract new ones. Our challenge was to create an experience that could work across different retail shops and environments and didn’t alienate the brands older demographic with flashy technology.
CONCEPT & RESEARCH
Consumer Experience Impact Points
We spent time traveling to a number of different Moiselle locations throughout Hong Kong and talking to shoppers to get their opinions and observe their behaviors in the store. Four touchpoints that suggest opportunity areas to influence shopping behavior began to stand out, and are represented below.
Combinations That Inspire
Research suggests that once customers try on clothes, they are significantly more likely to make a clothing purchase. It became clear that to do this we would need to inspire our customers; hence, the concept for Moiselle ‘M’ was born.
INTRODUCING MOISELLE ‘M’
An enhanced retail shopping experience that provides shoppers with personalized suggestions about Moiselle clothing and accessories. Customers wave marked store items in front of the MOISELLE ‘M’ mirror and images of how the interested article can be worn is displayed.
Promotional video and brand media displayed on MOISELLE ‘M’ screens in store.
MOISELLE ‘M’ tags on selected outfits.
Shoppers wave clothing in front of reader to trigger personalized MOISELLE ‘M’ looks on screen.
MOISELLE ‘M’ look book is displayed to help inspire shoppers.
THE TAKEAWAY
How The Experience Comes Together
Currently under consideration for implementation at Moiselle’s flagship store in Shanghai, China.
CREDITS
Graduate School
Hong Kong Polytechnic University
Responsibilities
Concept, Research, Strategy, User Experience Design, Art Direction
The Team
Work by Mark Bowers, in collaboration with Charles Law, Krupali Raiyani, and Steven Liu
Date
January 2011
