PHYSICAL RETAIL IN A DIGITAL WORLD

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BACKGROUND:

As many traditional retailers are struggling to attract customers and continue to cut down store count, even more online-only players are opening up physical stores. Although Americans still spend nine out of ten dollars in physical stores, decreasing foot traffic and the speed of changing preferences are making it difficult for brick and mortar stores to compete with the instant gratification of online shopping. To be successful, retailers have to strike the right balance between the digital and physical space and redefine the roles of both channels. 

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OBJECTIVE: 

In this year’s case, you will explore how the weaving together of digital technology with offline shopping can improve the performance of a fashion retailer of your choice.  You will complete this objective through either the lens of design, marketing, analytics or supply chain. Keep in mind that this is not just a millennial opportunity. Customers across all generations are smarter and more demanding about their shopping experiences and it is your goal to improve the physical store channel to better meet their needs and wants. 

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DESIGN & PRODUCT DEVELOPMENT

One way to make brick and mortar retail more relevant to today’s customers is through curated experiences which help customers escape the overwhelming number of choices available out in the market. Your objective is to design an apparel line that will be displayed at a retailer of your choice.  It will be a collection curated around a central theme relevant to the retailer’s target customer.