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MORPHotype EcOSystem – design remote definition based on big data morphology and use ecosystem
for creative industries
Alessandro Canepa [email protected]
+39 338 6426165https://www.youtube.com/watch?v=9AFWaKUTxn4
Consortium
The Problem
“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 tobe able to prepare goods for sending out again and then make them available for sale byputting them back into the stock control system.” Accenture: European e-commerceSurvey - 2014
78% of clothing e-commerce consumers have experienced returns because the clothing product does not fit their size EC DG Enterprise and Industry
E-commerce represents only 9% of the totalclothing sales, in comparision with 50% ofcomputers, nevertheless it is the second in valueworlwide
The ProblemEuropean Commission has estimated 200.2 MILLION PIECES in 2011of clothing returned by on line consumers in the EU27 , which willbecome more than 400 MLN PIECES in 2016 – DG enterprise andindustry - Matrix Study
11.760 tons of CO2
64.000 tons of goods moved per year
HEIGHT
160 cm
SIZE DEVELOPMENT COMPARISON
Robust - obese
200 cm
M
Thin
XXS
XS
XL
S
L
XL XXXLCompany 1
M
XXS
XS
XL
S
L
XL XXXL
BODY SHAPE
Company 2
ISizeYou – “No more size mismatching”Human body is characterized by differentshapes, which range athletic to thin and long-limbed or to fat and obese
The proportion of the measures (for ex.shoulders in relation with waist, hips, arms,collar) are different per each group but arestatistically constant within each one inrelation with the height.
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 itis defined by ISizeYou algorithm.
Business Plan – Stakeholders
Consumers Vendors
Web Agencies Creative industries
Measure collection by mobile pictures
A1.3: Customer Logs in (or register s himself at
first access)
The user experience - #P1 and P4A1.1: Customer visit the website, is recognized,
selects the garment and receives size suggestion
A1.2: Customer checks size availability , logs in
iSizeYou link and receives size suggestion
A1.5 Back office validates the order and
send payment confirmation
A1.6 Logistics prepare the piece and ships it
A1.7 Customer receives the
garment and tries it on
A1.8A Customerkeeps the garment
A1.4 Customer cliks on payment button carries out payment process, providing his payment
credentials
#P3 - Design support
A1.2: Marketing provides target pricing
A1.3: collection structure is define in number of
items and materials
A1.4: new collection prototypes are produced
in 1 size and color
A1.5: prototypes are selected for the new
collection by stylists and marketing
A1.8 : production manufactures in seriesclothing on the basisof the orders of retail
A1.9: sales to consumer take place and unsold goods are cleared off at the end
of the season
A1.1: Stylist analyses the previous season sales
performance
A1.10: sales performance are
analyzed and feedback provided to design
A1.11: i-Deal provide feedback about fitting,
measure definition per size and consumer specific
needs
A1.7 : retail chooses design, color and sizes from the ones offered
by the collection
A1.6: modellist defines the fitting, i.e. the measures of all sizes offered for the
market
A1.10B: i-Deal collects aggregated data from other
websites and the web
#P3 Advertising supportA3.1 Advertising
campaing by e-mail is scheduled
A3.2: Mailing list is defined
A3.3: The size of consumers in the list it
checked
A3.4: Target consumers and inventory sizes are
matched
A3.5: consumer not satisfied by available
inventory are excluded from useless ads
A3.6: dedicated messages are prepared per each available size
A3.8B: consumer does not visit the website
A3.7: mailing is launched. Each
consumer receives a message regarding
the product in his size
A3.9: consumer proceed to purchase
A3.8B: consumer visits the website
Consumer drivers in purchase processMorpheos use case application
SIMPLICITY OF PURCHASING PROCESS
CONVENIENCE FEELING
ASSISTANCE DURING PURCHASE PROCESS
PERCEIVED FEELING OF RIGHT CHOICE
CUSTOMER RELATIONSHIP
SPEED OF PURCHASING PROCESS
#P1
#P1, #P4
#P1, #P2, #P3
#P1, #P4
#P1, #P3
Table source: Casaleggio & Associati – Focus ecommerce 2016
