- Università: Bocconi
- Docenti:
Fabrizio Zerbini
- Studenti:
Roberto Banfi, Tianjing Chen, Laura Ciotti, Martina D'Aponte, Eleonora Pecci, Tobias Zehetner, Guowei Zhang
TIÀM - un giorno per te - is an innovative concept store aimed towards capturing the latest trends in fashion and luxury retail by incorporating them with the needs of today's consumers. In this regard, shopping is among the most important leisure activities for Italians, with consumers still enjoying in-store and offline shopping experiences. Nevertheless, today's consumers increasingly look for ways to simplify their lives. More specifically, within the target segment of TIÀM, 91 % of consumers shop for branded goods, with consumers being conscious of trends and their image. They prioritize both
tailored and personalized shopping experiences as well as materialistic possessions. Despite that, they are looking for new services and are willing to spend money to save time. And this is where TIÀM can offer a unique value proposition: TIÀM will be offering fashion and luxury items with a broad but not deep assortment. It will include a small variety of different luxury goods - like clothes, shoes, accessories, and perfumes. In terms of brands within the assortment, sophisticated medium to high-end brands that are not market leaders and thus not mainstream will be available. This allows the image-conscious segment to differentiate itself through the consumption of TIÀMs exclusive assortment. Examples include, amongst others, La Perla, MSGM, Chloè, Nanushka, or JACQUEMUS. TIÀM will be built in a circular shape, representing a clock divided into seven slices. Within those segments, the shoppers are presented with preselected, trendy outfits. Those outfit inspirations are handpicked for the consumers by the fashionable, stylish, and knowledgeable personnel of TIÀM.
Moreover, as society has essentially moved past the distinction between genders, TIÀM opines that fashion and retail must also evolve and change the typical distinction between men and women departments. Therefore, garments are exhibited according to specific moments of the day and are not advertised to men or women.
Once the shoppers enter the store, they will find themselves in the early morning section. On their way through the store, shoppers pass through the office hours, casual free time, sport and workout hours, aperitivo time, dinner time, and late night out. This store design allows them to experience a whole day with TIÀM together with fashion items that perfectly suit each occasion. Thus, it is no longer needed to rush through big department stores trying to find the perfect outfits or spend hours with sales assistants trying to find the best matching pieces. All that is necessary is to visit TIÀM to be guaranteed to find the perfect outfit for every occasion. To ensure an appropriate atmosphere, each segment will be given corresponding lighting and a colored interior, with red as an example for aperitivo and dark blue for a night out. To make the shopping experience even more comfortable and effortless, every shopper will be able to add outfits to a digital basket via iPads while passing through the store. In the meantime, the sales assistants will prepare the fitting room with all the garments selected by the shoppers.
Therefore, consumers no longer need to carry clothing through the stores themselves. On top of that, real-time analysis of the digital basket easily allows for anticipating restocking, helping the sales assistants to prepare the outfits for the consumers. In this way, every garment is readily available by the end of the journey through the store, and every outfit is prepared to be tried on.
Shops will be located in Italian cities with more than 500,000 inhabitants, as this is where the desired segment predominantly lives. Moreover, as a start-up, TIÀM will open stores in cities that offer the ideal balance between a higher-than-average income, lower rental costs, and an attractive atmosphere. The first store locations, therefore, include shops close to the Arena di Verona and the Piazza Maggiore in Bologna. Opening hours will be 10:00 to 19:00 during the weekdays and 10:00 to 20:00 during the weekends and holidays. This is done to accommodate leisure-time shoppers.
To also address the increasing importance of eCommerce in the fashion industry, next to offline, TIÀM is also present online. On the website, every consumer will be able to shop monthly special outfits - each month will thereby be given a focus on certain occasions and times of the day – with, for example, January focusing on cozy, early mornings. After signing up for the loyalty program of TIÀM, all the current outfits presented in-store can be unlocked and purchased online. Thus, TIÀM is not only selling clothes, but an in-store experience, with an emotional connection between the consumer and the shop, as TIÀM is optimizing what today’s fashion shoppers are looking for. Ultimately, thanks to the scouting and preselection of outfits of TIÀMs professional personnel, and the seamless and coherent shopping experience, TIÀM is exactly like its customers - effortlessly chic.
