MORPHotype EcOSystem design remote definition based on big data - - PowerPoint PPT Presentation

MORPHotype EcOSystem – design remote definition based on big data morphology and use ecosystem for creative industries

Alessandro Canepa

alessandro@i-dealsrl.com +39 338 6426165 https://www.youtube.com/watch?v=9AFWaKUTxn4

Consortium

The Problem

“A woman asks for three sizes in an item of clothing, and then returns two of them. Since return rates can be 40 percent or higher for high-fashion items, the retailer has to be able to prepare goods for sending out again and then make them available for sale by putting them back into the stock control system.” Accenture: European e-commerce Survey - 2014 78% of clothing e-commerce consumers have experienced returns because the clothing product does not fit their size EC DG Enterprise and Industry E-commerce represents only 9% of the total clothing sales, in comparision with 50%

• f

computers, nevertheless it is the second in value worlwide

The Problem

European Commission has estimated 200.2 MILLION PIECES in 2011

• f clothing returned by on line consumers in the EU27 , which will

become more than 400 MLN PIECES in 2016 – DG enterprise and industry - Matrix Study

11.760 tons of CO2 64.000 tons of goods

moved per year

HEIGHT

SIZE DEVELOPMENT COMPARISON

BODY SHAPE

ISizeYou – “No more size mismatching”

Human body is characterized by different shapes, which range athletic to thin and long- limbed or to fat and obese The proportion of the measures (for ex. shoulders in relation with waist, hips, arms, collar) are different per each group but are statistically constant within each

• ne

in relation with the height. If we consider on axe X the body shape (from thin to obese) and on the Y axe the height, the size development of each company can be represented with a line, while the population is distributed as a cloud of points.

The size nearest to the body shape and most fitting to it is defined by ISizeYou algorithm.

Business Plan – Stakeholders

Consumers Vendors Web Agencies Creative industries

Measure collection by mobile pictures

A1.3: Customer Logs in (or register s himself at first access)

The user experience - #P1 and P4

A1.1: Customer visit the website, is recognized, selects the garment and receives size suggestion A1.2: Customer checks size availability , logs in iSizeYou link and receives size suggestion A1.5 Back office validates the order and send payment confirmation A1.6 Logistics prepare the piece and ships it A1.7 Customer receives the garment and tries it

• n

A1.8A Customer keeps the garment A1.4 Customer cliks on payment button carries

• ut payment process,

providing his payment credentials

#P3 - Design support

A1.2: Marketing provides target pricing A1.3: collection structure is define in number of items and materials A1.4: new collection prototypes are produced in 1 size and color A1.5: prototypes are selected for the new collection by stylists and marketing A1.8 : production manufactures in series clothing on the basis

• f the orders of retail

A1.9: sales to consumer take place and unsold goods are cleared off at the end

• f the season

A1.1: Stylist analyses the previous season sales performance A1.10: sales performance are analyzed and feedback provided to design A1.11: i-Deal provide feedback about fitting, measure definition per size and consumer specific needs A1.7 : retail chooses design, color and sizes from the ones offered by the collection A1.6: modellist defines the fitting, i.e. the measures

• f all sizes offered for the

market A1.10B: i-Deal collects aggregated data from other websites and the web

#P3 Advertising support

A3.1 Advertising campaing by e-mail is scheduled A3.2: Mailing list is defined A3.3: The size of consumers in the list it checked A3.4: Target consumers and inventory sizes are matched A3.5: consumer not satisfied by available inventory are excluded from useless ads A3.6: dedicated messages are prepared per each available size A3.8B: consumer does not visit the website

A3.7: mailing is

• launched. Each

consumer receives a message regarding the product in his size

A3.9: consumer proceed to purchase A3.8B: consumer visits the website

Consumer drivers in purchase process Morpheos use case application

SIMPLICITY OF PURCHASING PROCESS CONVENIENCE FEELING ASSISTANCE DURING PURCHASE PROCESS PERCEIVED FEELING OF RIGHT CHOICE CUSTOMER RELATIONSHIP SPEED OF PURCHASING PROCESS #P1  #P1, #P4  #P1, #P2, #P3  #P1, #P4  #P1, #P3 

Table source: Casaleggio & Associati – Focus ecommerce2016

ThankYou

Alessandro Canepa alessandro@i-dealsrl.com Via Lamarmora 9 13900 Biella – Italy +39 338 6426165