MORPHotype EcOSystem – design remote definition based on big data morphology and use ecosystem for creative industries Alessandro Canepa alessandro@i-dealsrl.com +39 338 6426165 https://www.youtube.com/watch?v=9AFWaKUTxn4
Consortium
The Problem 78% of clothing e-commerce consumers have experienced returns because the clothing product does not fit their size EC DG Enterprise and Industry “A woman asks for three sizes in an item of clothing, and then returns two of them. Since return rates can be 40 percent or higher for high-fashion items , the retailer has to be able to prepare goods for sending out again and then make them available for sale by putting them back into the stock control system.” Accenture: European e-commerce Survey - 2014 E-commerce represents only 9% of the total clothing sales, in comparision with 50% of computers, nevertheless it is the second in value worlwide
The Problem European Commission has estimated 200.2 MILLION PIECES in 2011 of clothing returned by on line consumers in the EU27 , which will become more than 400 MLN PIECES in 2016 – DG enterprise and industry - Matrix Study 11.760 tons of CO2 64.000 tons of goods moved per year
ISizeYou – “No more size mismatching” SIZE DEVELOPMENT COMPARISON Human body is characterized by different XXXL 200 cm Company 2 XL shapes, which range athletic to thin and long- XXXL XL XL Company 1 XL limbed or to fat and obese L L M M HEIGHT The proportion of the measures (for ex. S S shoulders in relation with waist, hips, arms, XS XS collar) are different per each group but are XXS statistically constant within each one in 160 cm XXS Thin relation with the height. Robust - obese BODY SHAPE If we consider on axe X the body shape (from thin to obese) and on the Y axe the height , the size development of each company can be represented with a line , while the population is distributed as a cloud of points. The size nearest to the body shape and most fitting to it is defined by ISizeYou algorithm.
Business Plan – Stakeholders Consumers Vendors Web Agencies Creative industries
Measure collection by mobile pictures
The user experience - #P1 and P4 A1.7 Customer A1.1: Customer visit the receives the website, is recognized, A1.6 Logistics prepare garment and tries it selects the garment and the piece and ships it on receives size suggestion A1.8A A1.2: Customer checks A1.5 Back office Customer size availability , logs in validates the order and keeps the iSizeYou link and send payment garment receives size suggestion confirmation A1.4 Customer cliks on A1.3: Customer Logs in payment button carries (or register s himself at out payment process, first access) providing his payment credentials
#P3 - Design support A1.6: modellist defines the A1.1: Stylist analyses the A1.7 : retail chooses fitting, i.e. the measures previous season sales design, color and sizes of all sizes offered for the performance from the ones offered market by the collection A1.5: prototypes are A1.8 : production A1.2: Marketing provides selected for the new manufactures in series target pricing collection by stylists and clothing on the basis marketing of the orders of retail A1.9: sales to A1.3: collection structure A1.4: new collection consumer take place is define in number of prototypes are produced and unsold goods are items and materials in 1 size and color cleared off at the end of the season A1.11: i-Deal provide A1.10: sales A1.10B: i-Deal collects feedback about fitting, performance are aggregated data from other measure definition per size analyzed and feedback websites and the web and consumer specific provided to design needs
#P3 Advertising support A3.7: mailing is A3.1 Advertising A3.6: dedicated launched. Each campaing by e-mail is messages are prepared consumer receives a message regarding scheduled per each available size the product in his size A3.8B: A3.5: consumer not A3.8B: consumer A3.2: Mailing list is satisfied by available consumer does not defined inventory are excluded visits the visit the from useless ads website website A3.9: A3.3: The size of A3.4: Target consumers consumer consumers in the list it and inventory sizes are proceed to checked matched purchase
Consumer drivers in purchase process Morpheos use case application #P1, #P4 SIMPLICITY OF PURCHASING PROCESS CONVENIENCE FEELING #P1 ASSISTANCE DURING PURCHASE PROCESS #P1, #P2, #P3 PERCEIVED FEELING OF RIGHT CHOICE #P1, #P3 CUSTOMER RELATIONSHIP #P1, #P4 SPEED OF PURCHASING PROCESS Table source: Casaleggio & Associati – Focus ecommerce2016
Alessandro Canepa alessandro@i-dealsrl.com Via Lamarmora 9 13900 Biella – Italy +39 338 6426165 ThankYou
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