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My project with Tommy Hilfiger focused on critically analyzing its End of Season Sale (EOSS) from the shop floor and recommending scope for improvements. The idea is to liquidate and carry dead stock forward, with craft. Since every lifestyle brand goes into the sale mode at more or less the same time, the objective was to offer the consumer the most lucrative value proposition.
My design strategies were grounded in a solid research process. I studied the retail scenario and consumer preferences, Hilfiger Stores and the competition landscape in Bangalore; the study of preferences of diverse value groups (college goers, young couples, friends’ circles, affluent families, foreign visitors) etc. I also studied competitors such as United Colors of Benetton, Puma and Espirit. For deeper cultural insights, I undertook qualitative research using the Zaltman Metaphor Elicitation Technique. Subsequently, I decided to mingle with many stakeholders ‘under cover’ without letting them know that I was a researcher. This facilitated unadulterated and varied insights.
Based on a synthesis of my research findings, I conducted an analysis of strengths and weaknesses of the products, modes of communication, visual merchandising, events of EOSS (e.g. sales previews for its loyal customers), strategic planning and services and proposed ideas which were positively received. I also constructed a time-line that mapped flow of consumers into Tommy Hilfiger vs. Competitor Brands.
The project has been an invaluable opportunity to hone my entrepreneurial skills and has sharpened my ability to use design-thinking for creating desired value, perception and differentiation. |