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

GoingEcoGoingDutchBC(before customer)

stakeholders

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

Manypartiesdevelopmanysolutionsand

adaptionistheresultofshared interests.