the dressing room 1
Post on 07-Jul-2015
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TRANSCRIPT
RIDERS
“Who is the
shopper
and who is
along for
the ride”
“I hate shopping!
I only shop when I
need something
and I go where I
know I will find it”
THE STUDY PARAMETERS
THE STORESField notes:
ZARA
Thought…
H&M
TOPSHOP
TRISTAN
BANANA REPUBLIC
NOTE
MEN’S
FASHION
I was never once encouraged,
offered or suggested to visit or
acknowledge the men’s area!
ZARA
“I’m sorry we don’t allow men in the women’s change area for privacy reasons, maybe you would like to visit our men’s area upstairs while you are waiting?”
H&M
TOPSHOP
TRISTAN
In Tristan, in that large comfortable chair could there not have been a coffee table book of men’s fashion, the latest GQ?
BANANA REPUBLIC
A QUESTION
KEY INSIGHT
SUMMARY
Activating the rider male in the sales conversation is missed opportunity for retailers. Giving this rider a small amount of attention could totally change things for the category.
HOW
HOW
HOW
HOW
THANK YOU
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