Retail Experience Redesign for Warnaco
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Redefining the intimate apparel shopping experience
Warnaco, a fashion company in New York City that manufactures and sells underwear and lingerie, came to IDEO to create a better lingerie buying experience for women. With increasing competition from specialty stores such as Victoria’s Secret and mass discounters such as Walmart, lingerie sales had been steadily declining in department stores, Warnaco’s main sales channel. The company wanted to attract women back to these venues.
To first understand the needs of shoppers, the team conducted “shop alongs” with ten women of varying ages and body types. They also conducted an “unfocus” group with women who were frequent buyers, and observed the store environments and services of other retail companies. The team concluded that women shop for lingerie for four main reasons: to refill with the same product; to get products in a new size; to socialize; and to satisfy their love of shopping. By understanding these shopping motivations, the team was able to design a modular store system that would address customers’ needs with flair. The system consists of six components:
-Gateway: a defined entry that encourages customers to start the buying journey.
-Storytellers: seasonal and updated modular displays that help customers identify and become enthusiastic about the product.
-Dispensers: devices that stock staples so that customers can quickly and reliably obtain refills.
-Changing room modules: plug-in units for generic changing rooms that allow women to do quick measures, select the right piece, and get sales help.
-Social hubs: central pavilions that allow groups of friends to try on products together.
-Concierge desk: a central, visible location for fitters and cash wrap.
Project date: 2004