Slide 12
Slide 12 text
Choreographing the switches between contexts
Experience Map: at home, on the high street and in the store.
Needs a new item for an outfit
(e.g. for work or for going out)
OR
Needs an outfit for a particular
occasion
Has a good idea what suits her, and
starts with a preconceived idea of
what she wants to buy.
BROWSE & SHORTLIST CHOOSE BUY WEAR & LOVE OR RETURN
INSTORE
CONFIDENT
ERVOUS
Feels that she hasn’t got anything to
wear (e.g. for work or for going out)
OR
Needs an outfit for a particular
occasion
IN-STORE: Keeps in mind her existing
wardrobe. Will stray from her shortlist
constantly evaluating new items.
HIGH STREET: Visits a number of stores in
quick succession, with her particular item
and trends or looks in mind.
ONLINE: Casually visits the websites of a
number of her favourite stores, while looking
at trends in magazines and her Pinterest
board. Shortlists to her Pinterest board (or
bookmarks).
Tends to stick to a small number of
stores and brands that she knows
well.
Often orders to replace or update
clothes she owns.
IN-STORE: Will try on a number of items
and variants on a theme. Is working towards
a look by combining new items with ones
she already owns.
ONLINE: Moves quickly through her
shortlist, comparing items as she goes.
ONLINE: Will buy a number of items with
the intention of returning what she doesn’t
want.
Mixes new an existing items into
outfits. Is always delighted when an
item combines into unexpected
combinations.
Will buy a selection of items and
returns those she doesn’t want.
AT HOME
IN-STORE: Unlikely to try things on in-store.
She prefers to try them on in the comfort of
her own home.
Often returns items after trying them
on at home to find they don’t fit or
they don’t suit her.
IN-STORE: Will use in-store displays and
merchandising to help put outfits and styles
together. Will often buy groups of items
from the same theme or label.
ONLINE: Finds it hard to differentiate