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ENGAGE YOUR CUSTOMER IN CLOSING THE LOOPModerator: Lucie Huiskens | CLICKNL | NextFashion)Speaker: Els Bugter | tous les chéris
LucieHuiskens– CLICKNL|NextFashion
ProgramcoördinatorC|NFProgrammanagerArtEZCentreofExpertiseFutureMakers
ElsBugter– tousleschéris
DesignerWholesalerWebshopowner
Designerpointofview
• Creativeplan• Find suppliers• Accumulate &manufacture• Startagain
• Nocustomercontact
Wholesalepointofview
Finance Legalaspects Administration
Logistics Marketing Sales(Bto B)
Technology&creativity
• Filtered usercontact
Engage thepartners
Responsibility BC:necessity for transparency
stakeholders productinprocess customerinfo
Reviewthemodel
• Controlofproduct(sheltered development)
• Customeraspartofthecircle
• After Customer(productmetamorphosis:shelterto use)
• Influence productA.C.
Productdemand– themakers,theproduct&(theuser)
Fast fashion:volume,waste&effectivity;vanishing value.
Couture:exclusivity,scarcity &appreciation;increasing value.
Iconic labelproducts:in-depth technicalknowledge;emotional value.
Show&sell:smartthinking,cross-overup&down,value still to prove.
(web)shopextended pointofview
• Retailersknowledge• Bto Ccommunication• From controlto emotion• Sustainabilityasacorevalue• Sustainability:bonus,not choice
• Directusercontact
Roadto recycling– engage thecustomer*Questions:
• Dothey havetoengage anyway?
• Isthecustomera:- king;overestimation- consumer;hierachy- barrier;not respected- participant; co-creator- user; sharing naturally
*Insights after workshopinsmallfont
Traps & how to avoidthem:
• Thevalue issue:don´t focusonit
• Paternalizing:sustainability not justifyinghigher price
• Ratracevs slowfashion:newest collection 6xp.yearvs lasting wearability
Tools&how to use them:
• Transparencycreate trust
• Educationinform theuser
• Facilitation:leasing,depositing
• Convenience:simply returnconnect to marktplaats
• Serviceswappingsize
• Co-createPersonalization
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