By Joanne Healy
The word “empowerment” is not often used to describe retail experiences. But recently the Luxury Daily reported Barney’s New York taking a powerful stance on female equality and empowerment through The Barney’s New York Foundation’s “We Will Be” project. Strong role models such as Madeline Albright, Jane Fonda, Ruth Bader Ginsburg and Lena Dunham are featured next to 34 young women from the High School of Fashion Industries. Barney’s campaigns focus on inclusion, unification and equality for all promoted through social media and in-store promotions.
In today’s increasingly global and technology-driven retail market, a customer journey that begins with empathy and engages through emotional connections guarantees a powerful competitive edge. To achieve this, retailers must have insights into the unmet customer needs from which begins the journey.
Destination XL
A successful example is DXL, also known as Destination XL, a brand leader in men’s fashions and accessories. They recognized that big and tall men seek choices in value and luxury apparel; needs unmet and typically ignored by retailers. Often relegated as “end of rack” department store shoppers, these customers were made to feel uncomfortable and unwelcomed. By contrast, in partnership with DXL, JGA developed a unique design in a superstore format, providing a full lifestyle portfolio of exclusive designer brands as well as private labels.
The design celebrates its customers in bold and confident ways – from its dramatic exterior, large scale atrium window bringing in natural light, key destination zones: Active, Studio, Casual Dress, Club and Essentials – that reflect a diverse and active lifestyle, to spacious fitting rooms as the focal point from which full high-touch sales and tailoring services are offered. It is easy to see how DXL empowers its customers with confidence though an emotionally satisfying experience.
Jockey Bra
Similarly, Jockey Bra, worked with JGA to develop a test lab concept to introduce a new product; presenting a comfortable and luxurious alternative to what can often be a frustrating and unsatifying shopping experience. For many women, bra shopping is exhausting – “too many sizes, too many colors, too many options, too much everything.”
Therefore, the solution was to reframe the experience completely by empowering women through education, providing a spa-like “test lab” environment that is as private as it is luxurious, by delivering a shopping experience that was individualized and personal at each and every touchpoint – from its Volumentric Fit system, and “white glove” service provided by their certified fit specialists, to the Story Tree where women could offer feedback and share testimonials.
Designing with Empathy
Wherever, whenever and however the manner in which the interactions occur — online, in-store, through various applications and devices — it is increasingly about validating the purchase decision and engaging with the brand on an emotional level. As technology advances ever faster and the customer engagement becomes increasingly fractionalized, retailers must define ways to connect in meaningful ways with its customers. Creating a memorable and emotionally satisfying experience will result in a competitive advantage that will lead customers to purchase, spend more, recommend to others and stay loyal to the brand.
Joanne Healy was recently named JGA Executive Vice President + Chief Strategy Officer. Joanne’s involvement spans across strategy, creative and business development, bringing her unique perspective to JGA and the rapidly evolving world of retail, service and brand experience. Her extensive experience ranges from design to consulting. Most recently she served as Professor and Dean of Graduate Studies for the College for Creative Studies where she launched their Graduate Studies division in 2009. Previously she was Vice President, Interactive Strategies for T. Rowe Price and prior to that, Managing Director/Design Director at Optima Group. She may be reached at jhealy@jga.com or 1.248.663.1681.
Commentary
EMPOWERMENT THROUGH DESIGN
Feb 20, 2017By Joanne Healy
The word “empowerment” is not often used to describe retail experiences. But recently the Luxury Daily reported Barney’s New York taking a powerful stance on female equality and empowerment through The Barney’s New York Foundation’s “We Will Be” project. Strong role models such as Madeline Albright, Jane Fonda, Ruth Bader Ginsburg and Lena Dunham are featured next to 34 young women from the High School of Fashion Industries. Barney’s campaigns focus on inclusion, unification and equality for all promoted through social media and in-store promotions.
In today’s increasingly global and technology-driven retail market, a customer journey that begins with empathy and engages through emotional connections guarantees a powerful competitive edge. To achieve this, retailers must have insights into the unmet customer needs from which begins the journey.
Destination XL
A successful example is DXL, also known as Destination XL, a brand leader in men’s fashions and accessories. They recognized that big and tall men seek choices in value and luxury apparel; needs unmet and typically ignored by retailers. Often relegated as “end of rack” department store shoppers, these customers were made to feel uncomfortable and unwelcomed. By contrast, in partnership with DXL, JGA developed a unique design in a superstore format, providing a full lifestyle portfolio of exclusive designer brands as well as private labels.
Jockey Bra
Similarly, Jockey Bra, worked with JGA to develop a test lab concept to introduce a new product; presenting a comfortable and luxurious alternative to what can often be a frustrating and unsatifying shopping experience. For many women, bra shopping is exhausting – “too many sizes, too many colors, too many options, too much everything.”
Designing with Empathy
Wherever, whenever and however the manner in which the interactions occur — online, in-store, through various applications and devices — it is increasingly about validating the purchase decision and engaging with the brand on an emotional level. As technology advances ever faster and the customer engagement becomes increasingly fractionalized, retailers must define ways to connect in meaningful ways with its customers. Creating a memorable and emotionally satisfying experience will result in a competitive advantage that will lead customers to purchase, spend more, recommend to others and stay loyal to the brand.
Joanne Healy was recently named JGA Executive Vice President + Chief Strategy Officer. Joanne’s involvement spans across strategy, creative and business development, bringing her unique perspective to JGA and the rapidly evolving world of retail, service and brand experience. Her extensive experience ranges from design to consulting. Most recently she served as Professor and Dean of Graduate Studies for the College for Creative Studies where she launched their Graduate Studies division in 2009. Previously she was Vice President, Interactive Strategies for T. Rowe Price and prior to that, Managing Director/Design Director at Optima Group. She may be reached at jhealy@jga.com or 1.248.663.1681.