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future concepts for the business of
fashion
a presentation for
2014 by gurkan cekin

background
swot
users
user requirements
business requirements
challenges
trends
broad concepts
concepts

connections
http://www.silabs.com/SiteCollectionImages/Misc/internet-of-things-connected-devices.png

mobile
http://www.automationworld.com/sites/default/files/styles/200x200-slideshow/public/images/awissues/10_11/Features/1011Internet.png?itok=B18P0QRs

web & beyond
http://blogs-images.forbes.com/fredcavazza/files/2012/11/this-is-the-web.jpg
`

ecosystem
http://www.mobileprogramming.com/images/enetrprise_mobility.png

swot
strengths
± dynamic ± supply chain ± brand ± reputation
weaknesses
opportunities
threats
± reach ± appeal ± returns
± build relationship ± just-in-time ± native ± social ± IOT
± virtual reality ± personalisation ± crowdsourced learning
± context ± mobile first ± niches ± offliners
± manufacturer D2C ± google ± inertia ± user uncertainties
± high street ± nimble startups

data gathering
http://clairemicklin.com/wordpress/wp-content/uploads/2012/03/synthesis.jpg

lucy
“I love looking stunning and unique
because image is everything to me, and I
only dress to impress”
motivators
choice
price
narrative
I love shopping on the high street because I can try on clothes and see how I look. This is very important
for me because the last thing I want is to look a mess. However I also enjoy online shopping as the prices
can make a huge difference to my purchase, and if the item don’t fit I can always send it back.
http://i.istockimg.com/file_thumbview_approve/9126088/3/stock-photo-9126088-beautiful-blonde-woman.jpg
fit
brand
what can asos do for her?
• allow her to try before she buys
• let her dress herself up and see how gorgeous she looks
• match the high street experience but with online prices
• see her friends wardrobe

matt
“I have a good eye for style however
finding jeans that fits my shape can be
challenging”
motivators
choice
narrative
In general I am quite busy but when I do go shopping for clothes I always struggle to find the right fit with
the right material. Also, I usually leave things last minute so shopping online is not always an option,
however when I do go online I always find the experience poor as you can never tell the quality of the
clothes.
http://www.parenthub.com.au/wp-content/uploads/1047918111-Happy-man.jpg
price
fit
brand
what can asos do for him?
• give him assurance that what he buys will fit and delivered within a time that suits him
• enhanced the online experience for him to explore the material and quality before he buys

try before you buy
http://www.fresh-insights.com/images/try_before_you_buy.jpg

assurance
http://iris-recherche.qc.ca/wp-content/uploads/2013/08/assurances-476X287.jpg

perfect fit
http://www.firstclassfashionista.com/wp-content/uploads/2012/09/Eddie-Bauer-Perfect-Fit-Jeans.png

high street experience
http://cdn.londonandpartners.com/asset/aacae40ce9ccd46dde334a26f15fe429.jpg

customer journey
acquisition engagement purchase

shapeshifting
http://www.thanedirect.co.uk/products/fitness/metamorphosis/images/ba03.jpg

shape diversity
http://themuseflash.files.wordpress.com/2012/03/body-shape-chart.jpg

stylebook
http://rack.1.mshcdn.com/media/ZgkyMDEyLzA3LzEzLzEzXzIwXzE2XzY3NV9maWxlCnAJdGh1bWIJODUweDg1MD4KZQlqcGc/5959b835.jpg

cloth
http://rack.0.mshcdn.com/media/ZgkyMDEyLzA3LzEzLzEzXzIwXzE2XzQ0NV9maWxlCnAJdGh1bWIJODUweDg1MD4KZQlqcGc/127dbd75.jpg

pose
http://rack.0.mshcdn.com/media/ZgkyMDEyLzA3LzEzLzEzXzIwXzE2XzUzNl9maWxlCnAJdGh1bWIJODUweDg1MD4KZQlqcGc/82b2c60c.jpg

netrobe
http://rack.2.mshcdn.com/media/ZgkyMDEyLzA3LzEzLzEzXzIwXzE2XzYwMl9maWxlCnAJdGh1bWIJODUweDg1MD4KZQlqcGc/36a607f2.jpg

touch closet
http://rack.2.mshcdn.com/media/ZgkyMDEyLzA3LzEzLzEzXzIwXzE2Xzc2NF9maWxlCnAJdGh1bWIJODUweDg1MD4KZQlqcGc/e5fbdf7d.jpg

moviestar planet
http://a3.mzstatic.com/us/r30/Purple4/v4/d7/22/d3/d722d3fe-9b64-b027-ed74-6394013c5476/screen568x568.jpeg
https://lh3.ggpht.com/R3uJAzMVpYyVBevKyf5e-UvGSIW8_74vScbRCv9N7-xQPWrRljDyv102kMyWr29GaGg=h900

kim kardashian hollywood game
http://cdn3.vox-cdn.com/assets/4856510/Screenshot_2014-08-04-11-15-12.png

try before you buy
http://www.almostzara.com/wp-content/uploads/Banana-Flame.jpg

iBeacon
http://media.idownloadblog.com/wp-content/uploads/2013/12/Qualcomm-Gimbal-teaser-002.jpg

a shop anywhere
http://i.dailymail.co.uk/i/pix/2008/01_01/041virtual_468x278.jpg

virtualsphere
http://i.dailymail.co.uk/i/pix/2008/01_01/041virtual_468x278.jpg

social
http://media13.connectedsocialmedia.com/intel/07/10709/Inside_IT_Context_Aware_Computing.jpg

content
http://stackla.com/wp-content/uploads/content-curation-two.jpg

context
http://www.cpmahoney.com/wp-content/uploads/2013/11/context.jpg

embedded
http://www.clonedvd.net/blog/wp-content/uploads/google-glass-model-close-up-4-e1354206095337.jpg

crowdsourced content
http://blog.virallyapp.com/wp-content/uploads/2012/09/lego-crowd.jpg

big data
http://cdn-static.zdnet.com/i/r/story/70/00/011135/internet-splat-map-flickr-jurvetson-orig-v1-620x465.gif?hash=MQDmLmZ0L2&upscale=1

AI
http://users.wpi.edu/~dberenson/courses/fall14ai/robotai.jpg

selfie
http://i1.irishmirror.ie/incoming/article2155690.ece/alternates/s510b/KIM-KARDASHIAN-TWIT-PIC-BIKINI.jpg

kinect
http://i1.irishmirror.ie/incoming/article2155690.ece/alternates/s510b/KIM-KARDASHIAN-TWIT-PIC-http://www.almostzara.com/wp-content/uploads/bodymetrics-kinect.jpg

3d modelling booth
http://www.almostzara.com/wp-content/uploads/my-best-fit-scanner.jpg

bodymetrics
http://www.memfert.com/images/KreschBodyMap.jpg

360
http://alexandhero.files.wordpress.com/2013/06/dsgfdgherwefsd.png?w=620

capture
http://msnbcmedia.msn.com/j/MSNBC/Components/Photo/_new/pb-120704-subway-jb-02.photoblog900.jpg

scrapbook
http://img.buzznet.com/assets/imgx/8/0/5/2/0/6/1/orig-8052061.jpg

bespoke
http://static.guim.co.uk/sys-images/Admin/BkFill/Default_image_group/2013/3/9/1362827327411/Rolls-of-cut-cloth-011.jpg

mass customisation
http://www.businessoffashion.com/wp-content/uploads/2011/06/Prada-SS11-LACE-UP-PROJECT-500x319.jpg

integrated APIs
http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDsketchpad2.jpg

smart fridge smart wardrobe
http://fast.mediamatic.nl/f/gfcb/image/741/4329-220-410.jpg
http://img4.wikia.nocookie.net/__cb20121118055707/assassinscreed/images/a/af/Question_mark.png

companion
http://cdn0.vox-cdn.com/entry_photo_images/7847065/dragon_mobile_assistant_1020_large_verge_super_wide.jpg

wardrobe assistance
http://yourfashionassistant.com/images/showbox4.jpg

wardrobe audit
http://www.beingyourbest.biz/wp-content/uploads/sites/20/2013/08/wardrobe-audit-480x480.jpg

collection
virtual reality
http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2011/9/30/1317398976857/Mary-PortasMelanie-Rickey-010.jpg

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The future of fashion distribution

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