Abercrombie & Fitch
Freshman Forum
This program consisted of a week-long virutal case study. With a full team of ten, we were tasked to select a brand within Abercrombie & Fitch and develop a three-part recommendation to rewrite the story of retail through the eyes of the current customer.
Shown below is the recommendation I focused on most during the program.
The Hollister Mobile Experience
We started by selecting Hollister as our brand choice since its target customer aligned best with our age group. We then formed a mission statement, shaping the purpose of the case to center around creating a connection with customer personal values.
We then created an distributed a 14-question customer-centric survey to gain a better understanding of customer values when it comes to shopping for clothes. Through this survey we were able to target the age group we selected and gain 55 responses.
Upon analyzing the responses we collected, we determined 3 signifcant values that were most important to customers when clothing shopping. These values consisted of sustainability, style, and community
The recommendation I focused on catered to the style factor.
First we dove deeper into the data after observing that 70.9% of responses selected style as the most important for feeling connected to a brand. We noticed the greatest pain point consumers faced was that they couldn’t find what they were looking for. Through one of our open-ended questions, 1 individual noted their personal experience of clothes “not looking good on me.”
How did we do this?
Introducing The Hollister Mobile Experience (powered by AI).
Through this recommendation we proposed bringing the Hollister app to life with AI in order to revolutionize the digital shopping experience.
As shown by the second option on the screen, users can get personalized recommendations generated by AI - think of it as a digital personal stylist.
As shown above, through this guided mobile experience, first users can select your specifc clothing need. Afterwards, they can either choose from a curated collection they already align with. Or, for the ultimate experience, users can upload images that capture their unique style, such as their bedroom or favorite outfits.
Now, using AI technology, the app can recommend curated pieces and outfits that best align with the user’s specific tastes. Lastly, in order to resolve the pain point of wondering whether a clothing item looks good or not, by simply uploading a photo of themselves, the user can get a visual of what the outfit looks on them. This way customers can feel more confident when shopping for clothes and find the perfect match.
Overall with The Hollister Mobile Experience, we hope to seamlessly connect the right clothes with each individual customer, meeting both their personal and style needs.
Outcome
This was one out of the three recommendations my team and I ideated and developed. My team allowed me full control for this part of our presentation, and I was able to bring the idea to life using Figma to create the UI screens.Overall, it was a rewarding experinece, as the whole team collaborated to collectively develop a recommendation with new ideas we were proud of. As a result, we earned an honorable mention at the end of the program.