Futures and Innovations

AUTUMN 2017
FASHION FUTURES
AND INNOVATIONS
15445722

2 E X E C U T I V E S U M M A R Y
Selfridges is widely accepted as being the first and best example of a modern department store and constantly
sets trends as a retail revolution. With a footfall of over a million customers a month, the Oxford Circus store is
nothing short of magnificent in both size and design, and is a marvellous platform for new designers and
innovation in the fashion industry. Selfridges has an all-inclusive philosophy, providing goods for all price points,
nationalities and identities, and caters particularly well to their international customers.
The concept outlined in this report uses a highly advanced body-mapping pod that calculates the customers exact
measurements to find the perfect clothing styles to flatter their body type. An AI-powered stylist helps customers
find their ideal look and drastically reduces the need for browsing in-store. The relaxing and comforting vibe of the
Stylist Lounge gives customers an escape from the bustle of Oxford Street. Stylist Lounge will be a natural, yet
bold progression for Selfridges as it plunges into the world of state-of-the-art technology.

3 C O N T E N T S P A G E
1. Cover Page
2. Executive Summary
3. Contents Page
4. Overview of Selfridges
5. Brand Brief and Proposal Rationale
6. Situation
7. SWOT Analysis
8. PESTLE Analysis
9. Positioning Map
10.Brand Prism
11.Selfridge’s Current Styling Services
12.Market Research 1
15.Consumer Research
16.Customer Profile
17.Customer Moodboard
18.Pen Portrait
19.Current Social Media Stats
20.Objectives
21.SMART Objectives
22.Concept
23.Introduction
24.Concept
25.Stylist Lounge Concept
26.mPort Overview
27.The Technology
28.Customer Journey
29.Stylist Lounge Moodboard
30.Stylist Lounge
31.Stylist Lounge Mock-up
32.App Mock-up
33.Tactics
34.Product
35.Price
36.Place
37.Promotion: Marketing to Gen X
38.Promotion: 3M’s
39.Promotion: Communications
40.Promotion: POE Media
41.Promotion: Images
42.Launch Event
43.People
44.Brand Ambassadors
45.Physical Evidence
46.Process
47.Actions
48.GANTT Chart
49.Control
50.Key Performance Indicators
51.Bibliography
55. Appendix

4 S E L F R I D G E S
MISSION VISION VALUES
To operate stores filled with brands and
events that inspire customers and staff
and to deliver profitability.
To be the most innovative and fashion
forward department store in Europe,
offering the most exclusive brands to
customers of all ages in an environment
that is entertaining and inspiring.
We own customer experience
We lead and inspire
We take responsibility and deliver
We show respect
We share our knowledge
Selfridges & Co. was founded by Harry Gordon Selfridge in 1908, and the flagship London store was opened on Oxford Street on
15th March 1909. Selfridge’s vision was to transform the department store into a social space and to make the act of shopping a
form of leisure rather than a chore, and he used relentlessly innovative marketing to drive customers into the store.
Today, Selfridges has four branches across the UK and their website ships to over 130 countries around the world. Truly an
internationally recognised brand and a destination store for tourists, the brand has remained true to Harry Gordon Selfridge’s
vision for the brand and has maintained its position as a world-class department store and as a leader in the innovation of retail.

5 B R A N D B R I E F + P R O P O S A L R A T I O N A L E
Selfridges is a market leader when it comes to innovation
and intuitive retailing concepts, far ahead of both its luxury
and high street competitors. To remain ahead of the game, a
new retail concept is in order which will consist of state-of-
the-art technology that will enhance the customer’s in-store
experience.
The proposed concept, called Stylist Lounge, will be
launched in the flagship Oxford Street, London store. Highly
advanced body-mapping pods find the customer’s exact
measurements to find their perfect size in Selfridges’ array of
brands. An AI-powered, in-app stylist will give
recommendations of clothes that best complement the
customer’s body shape and complexion, providing a truly
unique and exciting experience.
This one-of-a-kind concept will fit in perfectly alongside
Selfridges’ existing Personal Shopping experience, and is
designed specifically with the busy working woman in mind,
who might not normally have the time to browse through
the massive store, but still wants to shop all of her favourite
brands in one place.
Stylist Lounge takes the highly exclusive personal shopping
experience and brings it to the mass market, making
Selfridges more accessible and relatable than ever before,
while still maintaining its prestigious and creative image.

7
S W O T
• Strong brand image
• Huge retail space
• Prime location on
Oxford Street, London’s
busiest shopping
district
• Rich history
• Diverse product and
brand range
• Products and services
for every budget
• Leaders in innovation
and customer
experience
STRENGTHS
• Overwhelming size to
some customers (Oxford
Street: 540,000 sq ft)
• Only 4 stores, all of
which are in the UK
• Could be intimidating
for a person with a
lower budget
• Reaching a wider
network of customers
and increasing brand
loyalty
• Expansion on social
media platforms
• Use of technology to
capture a younger
audience
• Cheaper high street
stores competing with
the luxury market
• Other luxury retailers
(e.g. Harrods,
Fenwicks) might use a
similar concept
WEAKNESSES OPPORTUNITIES THREATS
S W O T A N A L Y S I S

8
Political
• Britain leaving the EU caused great
political upheaval and is causing
continuing uncertainty in the business
environment and financial markets
P E S T L E A N A L Y S I S
Economic
• Economic outlook is uncertain after the
Brexit vote that caused the devaluation
of the Sterling
• Despite a global recession, the retail
industry is predicted to have grown to
$28 trillion by 2020
• Increase in disposable income has
boosted consumer confidence
Social
• 7 out of 10 British men and 6 out of 10
women are classed as obese or
overweight, so there is a high demand
for plus-size clothing
• The British population is ageing and are
staying in full-time employment for
longer, thus having a higher disposable
income
Technological
• E-Retail has had exponential growth
over the past few years
• AI and cognitive intelligence are used to
make the customer experience better
• Cloud computing and distributed
intelligence will impact the retail
industry
Legal
• Import laws and taxing items may
change due to Britain leaving the EU
• Patenting technology could prove to be
difficult and could land a retailer into an
expensive lawsuit
Environmental
• Brands are investing in reducing their
carbon footprint and in renewable
energy
• Waste reduction and packaging remain
big issues for retailers
• There is a rise of ethically and
environmentally conscious consumers
demanding fair trade and the use of
organic cotton and recyclable materials

9 P O S I T I O N I N G M A P
S E L F R I D G E S V S C O M P E T I T O R S
HIGH PRICE
HIGH FASHIONABILITYLOW FASHIONABILITY
LOW PRICE

10 B R A N D P R I S M
PHYSIQUE
RELATIONSHIP
REFLECTION SELF IMAGE
CULTURE
PERSONALITY
• The yellow bag
• World-renowned brand name
• 2nd largest store in London
• Fashion forward
• Innovative
• Industry leaders
• Exceptional and personalised
customer experience
• Customer loyalty
• Creates a lasting impression
• All-inclusive
• Ground-breaking creativity
• International
• Affluent and upmarket
• Fashionable
• Prestigious
• Exclusivity
• Trendy
Kapferer, 1986
PICTURE OF RECEIVER
PICTURE OF SENDER
INTERNALISATION
EXTERNALISATION
Fig. 1, author

11 S E L F R I D G E S ’ S T Y L I N G S E R V I C E S
Selfridges currently offers a personal shopping service
that provides a “discreet and intimate service for both
new and regular clients”. The appointment lasts 2 hours
and in the flagship Oxford Street store, the minimum
spend is £2,000.
While this is an excellent bespoke service that creates an
exceptional customer experience, it is less accessible to
customers who either do not have time to spare or do not
want the pressure of spending a large sum of money.
Figs. 2-5

12 M A R K E T R E S E A R C H
THREAD is an online styling service for men who need
help with their wardrobes. After asking just 9 questions,
the site allocates you to one of their in-house stylists and
from that point on, suggestions and decisions are all
human-made. Every week, the stylist will fill the client’s
home page with clothes and outfits he thinks you’ll like
and these recommendations can be improved by clicking
to like or dislike items. Not only does the stylist suggest
specific items that the client has said they are looking for,
the site also suggests how to style the items with pieces
that are already in their wardrobe.
C A S E S T U D Y : T H R E A D
Thread is a great example of how online styling can be
simple, quick and effective. Artificial Intelligence plays a key
part in the initial process, proving that computer-generated
suggestions can be successful and satisfy the client.
Fig. 6, thread.com

ASOS is a popular fashion-forward online retailer that
appeals to a younger target market than Selfridges. High
street prices and on trend pieces cause fashion fanatics
to flock in droves to the site, but, as with any online
retailer, they have to process a lot of returns due to
customers ordering the wrong size because of the
differentiation in sizing between brands. To help combat
this, ASOS brought in a feature to help customers find
their perfect size by inputting in your height, weight and
fit preference.
C A S E S T U D Y : A S O S
The fact ASOS decided to introduce this feature shows
that there is adequate demand for a service that helps
customers with sizing. Consumers are demanding a more
tailored and personalised fit, and ASOS has come up with
an easy and effective way to give them what they want.
Fig. 7, asos.com

TOPSHOP is a British high street retailer that supplies
on-trend fashion to the masses. Over the past few years,
Topshop has succeeded in earning huge prestige in the
fashion industry with the Topshop Unique collection and
shows being one of the main events at London Fashion
Week. MyTopshopWardrobe is a relatively recent feature
that offers online styling advice, showing Topshop brand
products that will suit the style tribe Topshop thinks you
fit into after asking 19 questions about personal style and
body shape.
C A S E S T U D Y : T O P S H O P
While this is a good attempt at online styling, the quiz
takes a long time to complete and the results are not
perfect; the AI stylist categorises the customer into one of
four style tribes and doesn’t tailor the suggestions to
each individual. AI could be used further to customise
each user’s recommendations, which is how Stylist
Lounge will be a more successful and efficient piece of
software.
Fig. 8, topshop.com

15 C O N S U M E R R E S E A R C H
60%
80%
Generation X have more spending power than any other
generation. They are currently at the peak of their careers and
therefore in the prime time in their income, meaning they can
aﬀord luxury items. They enjoy shopping in-store, but are the
busiest generation, juggling child care, homeownership and
their careers, so tend to favour seamless omni-channel
purchase experiences such as click and collect.
Generation X want products and services that cater to their
unique personalities and styles, and will take the time to
compare products and prices online before purchasing. The
Stylist Lounge is perfectly tailored to the Gen X customer’s
needs, from the calming, relaxing feel of the space, to the
quickness and eﬀiciency of the app.
GENERATION X
of Generation X use a smartphone daily and 80% are on social
networks. This generation is tech-savvy, but tends to research
online and purchase offline.
of Generation X enjoy show rooming, which is when a customer
searches for products on a mobile device while visiting a store.
31%
Generation X account for 31% of consumer spending, and since
they only make up for 25% of the world’s population, they have
the highest spending power out of any other generation.

16 C U S T O M E R P R O F I L E
Upper middle class
Independent city girl
Career-driven
2 holidays a year
Enjoys shopping in boutiques and online
Avoids large stores and busy streets
Appreciates luxury brands
30-50
Female
Married with children
£80k+ household income
DEMOGRAPHIC PSYCHOGRAPHIC BUYING PATTERNS
! " #
The target customer is an affluent woman who belongs to Generation X, aged between 30 and 50. She is married with children
and doesn’t have a lot of time for leisurely shopping, because she juggles looking after her kids and her career. Stylist Lounge
helps to bring this affluent customer into a department store she might usually avoid because she wouldn’t have time to browse,
but that has all her favourite brands in one place.

17 C U S T O M E R M O O D B O A R D
MEET ERICA, A FASHION FORWARD MUM-OF-TWO
Figs. 9-15

18 P E N P O R T R A I T
Erica Powers is 36 and lives in
Putney with her husband and
two children, Rosie, 7 and Lottie,
4. She works as an account
executive at a PR firm and likes
to play tennis at the Hurlingham
Club in her spare time.
ERICA POWERS
36, London
Erica grew up in Fulham and studied Geography
at Exeter University where she met her husband,
Tom. She has always been focused on her career
and recently hired a nanny during the week to
look after her children after school.
Erica has always had a keen interest in fashion,
but has slipped into a style rut since having
children. Working all week and spending time
with friends and family all weekend, she tends to
shop online, but has difficulty with sizing and
tends to go for the same oversized styles every
time. She has considered seeing a personal
stylist, but has never got around to finding one
that would be perfect for her personal style.
Fig. 11

19
450k 340k 130k 21k
C U R R E N T S O C I A L M E D I A S T A T S
720k
Fig. 16, author

21 S M A R T O B J E C T I V E S
1
• within one month
• measure through in-app
analytics
200 SUBSCRIBERS TO
STYLIST LOUNGE
2 3 4 5
GAIN 100K INSTAGRAM
FOLLOWERS
ACHIEVE SALES OF £50K ACHIEVE CONVERSION
RATE OF 30%
5K APP DOWNLOADS
• within three months
• raise from 720,000 to at
least 820,000 followers
• within two weeks
• measure through till
and MPOS sales
• measure through in-app
analytics – how many
fitting rooms ordered
versus how many sales
• measure through app
store analytical sales
and trend reports

I N T R O D U C I N G . . .
S T Y L I S T L O U N G E
23
Fig. 17, author

C O N C E P T
STYLE ME
Find your perfect outfit
SHOW ME
Find your favourite brands
MEASURE ME
Find your exact measurements
Show Me: a store map that is
updated in real time to find
exactly where your favourite
brands are
Measure Me: the customer can
step into the body mapping pod
to find their exact
measurements
Style Me: the app uses the
measurements taken to suggest
the best items that will flatter
your shape and complexion
24
Figs 18-20

25 S T Y L I S T L O U N G E
The customer can find their perfect size in each brand by stepping into a highly advanced body mapping pod that calculates their
exact measurements. The brand new in-app stylist can assist the customer by advising the best shapes and styles for their body
type, locating their favourite brands in-store and even setting up a fitting room.
MISSION VISION UNIQUE SELLING POINT
To create a service that delivers the perfect
fit and saves the customer time through
ground-breaking technology.
To empower women and make them feel
beautiful in perfectly fitting and flattering
garments.
The first ever retailer to use body mapping
technology in-store, with the mPort
technology being exclusive to Selfridges.

26 m P O R T
mPort is an Australian start up company that creates the body mapping pods that would be used in the Stylist Lounge. The
founders invented the pod because they noticed a gap in the market for a platform where body measurements can be captured
and utilised for many different things.
mPort focuses on the health and fitness aspect for now, but has always expressed interest in going into the fashion industry.
Their ‘shop with confidence’ feature does not confirm a date, but uses the body mapping technology to find the customer’s
perfect fit and shop with partnered retailers. This would be a great partnership for Selfridges because it is a young, innovative
brand that can easily fulfil all the technological needs to create the Stylist Lounge.
PHILOSOPHY VISION VALUES
Conformity stifles individuality. Categories
only lump too many of us in the wrong
batch. Do we really want one size fits all?
Do we really want to be like everyone else?
To empower people by simply, safely and
quickly capturing key measurements and
utilising the information to lead a
confident and healthy life.
Simple and accessible
Honest
Empowering
Universal

27 T H E T E C H N O L O G Y
The body mapping pod uses safe, non-invasive infra-red technology to
capture thousands of data points to map the contours of the body. It is
accurate to within 1cm in just 7 seconds. The data collected will sync with
the user’s app within 30 seconds.
The app will combine a variety of pre-programmed
styling rules and AI to make each customer’s experience
completely unique. The in-app stylist will sift through
every item in the stock room and make suggestions
based on the customer’s body shape, complexion, and a
few personal style questions the user answered after
taking their first body scan. The more feedback the user
inputs into the app, the more it will learn and the
recommendations will only get better and more tailored
to each individual.
THE TECHNOLOGY BEHIND THE APP
Fig. 19, author

28 C U S T O M E R J O U R N E Y
1. Download the Selfridges app
2. Go to the Stylist Lounge in Selfridges, Oxford Street
3. Step into the body mapping pod, turn on bluetooth, connect
your phone to the pod and start the full body scan in the
Selfridges app
4. After 7 seconds, the scan is complete
5. Answer 10 personal style questions in the app
6. The in-app stylist will sift through thousands of products to
show you the items that will most flatter your body shape and
complexion
7. Either navigate the store using the new store map to find your
suggested items, or sit in the Stylist Lounge and order items
straight to a fitting room
8. Try on the clothes. Love them. Take them home.
Figs. 21-22

29 S T Y L I S T L O U N G E M O O D B O A R D
A MODERN, ELEGANT AND BRIGHT SPACE
Figs. 23-29

30 S T Y L I S T L O U N G E
Customers can step into the BodyPods,
browse through their Stylist’s Picks
and create their personal fitting room,
all while relaxing in the comfort of the
Stylist Lounge.
Complimentary tea, coffee and
pastries are served by friendly staff
who can help with any queries and will
always provide an exceptional
customer experience.
RELAX IN STYLE
at Selfridges, Oxford Street
Yellow will be the accent colour in the Stylist
Lounge since it is Selfridges’ brand colour and it
will be a trending interiors colour for 2018.
(luxxu.net) Yellow evokes energy, optimism,
confidence and creativity, all of which I want
customers to feel when they step into the lounge.
A big retail trend for 2017/18 is “Regroup”.
(Flamingo Macro Trends). Community is
becoming an important aspect in retail spaces,
and the Stylist Lounge will be a site of connection
rather than commerce. Complimentary tea and
coffee, pastries and comfortable seating areas
encourage customers to mingle and relax with
friends. The fitting rooms in the lounge replicate a
leisurely “trying on at home” experience.
Fig. 30

31 S T Y L I S T L O U N G E M O C K - U P
Fitting Rooms
Body
Mapping
Pods
Lounge Area
Mini
Kitchen
Figs. 31-33, author

32 A P P M O C K - U P
A BRAND NEW IN-STORE,
IN-APP EXPERIENCE
Introducing a re-vamp of the Selfridges phone
and tablet application to enhance the
customer’s in-store experience.
NEW FEATURES INCLUDE:
• ‘Stylist’ tab on the navigation bar
• ‘Measure’ button and ‘My
Recommendations’ on the Stylist homepage
• User can look at exact measurements and
update complexion under ‘Profile’ tab
• A brand new store map under ‘Stores’ tab
(London, Oxford Street only)
• Add items to fitting room directly from the
app
Figs. 34-37

34 P R O D U C T
C O R E P R O D U C T M O D E L
AUGMENTED
ACTUAL
CORE
• Free returns
• Complimentary refreshments in the lounge
• Rewards scheme
• Stylist Lounge, a comfortable and efficient way of shopping
• In-app stylist
• Store map
• Customers can find their perfect size in all the different brands on
offer at Selfridges
• Easy in-app features help save time
• Finds exact measurements within 7 seconds
• Self-service stylist helps pick out clothes to flatter body shape
Fig. 38, author

35 P R I C E
The price for the service is included in a yearly
subscription that costs £49.99.
Considering the costs for four body mapping
pods, setting aside 130m2 of the store for the
lounge to be renovated, furniture costs,
additional staﬀ costs and daily costs for the
complimentary refreshments, the subscription
alone would not cover all of this, but the profit
from items purchased, footfall, brand
awareness and customer loyalty will be
invaluable.
Since many of Selfridge’s customers are
tourists, there will also be a one time payment
for £19.99 which gives customers access to the
Stylist Lounge and its facilities for 24 hours.
Fig. 39, author

36 P L A C E
The Stylist Lounge is approximately
137m2 and will take 2 weeks to
construct and decorate. It will be
located on Womenswear floor 3 in the
Oxford Circus, London store. The
colour scheme is largely neutrals with
yellow as a feature colour and silver
accents.
The app is designed specifically with
ease and clarity in mind with bright
colours highlighting the main features
of the app and bold, simple fonts for
legibility. The app serves as a point of
sale both in-store and at home, so
once measurements have been taken,
customers can peruse their profiles
and order items they love directly from
the app to their homes.
Fig. 40-45, author

37 P R O M O T I O N
M A R K E T I N G T O G E N E R A T I O N X
Generation X is often thought of as
the “forgotten generation” when it
comes to marketing because every
company wants to market their
innovative products to the trendy,
young and tech savvy millennials.
However, Generation X is still savvy
with digital media, with over 60%
using smartphones daily and 75%
active on social media sites.
Despite this, traditional media is
still very important and this
generation prefers an omnichannel
approach to shopping.
Research shows that the best way
to communicate with Generation X
is through emails, which will be one
of the main methods used in this
campaign.
Existing customers will receive
emails informing them about the
Stylist Lounge and once they are
signed up to the service, they will
receive weekly recommendations
from the in-app stylist to retain
interest and to inform customers of
new-in garments.
There will also be a loyalty
programme that comes with the
subscription to the service that
gives customers access to exclusive
discounts and free gifts.
Fig. 46, author

Try out the new stylist feature and come into
store with friends to experience the brand new
Stylist Lounge.
The technology is exclusive to Selfridges, and is
the first time the technology will be used in any
retail store in the world.
MARKET MESSAGE METHOD
EXISTING
CUSTOMERS
NEW
CUSTOMERS
PRESS
Introduce Selfridges as the leading retail store in
innovation, but still accessible with products for
any price point.
Oﬀer the AI stylist as an alternative to other
department store personal stylists with
expensive minimum spends.
Get the press excited and make them want to
promote the innovative new technology.
Make them want to share the story to the public
to ensure maximum coverage for both Selfridges
and their publication.
Send out emails to promote the new
in-store attraction.
Social media will be used to drive
promotional content.
Loyalty scheme to encourage frequent visits
into the store.
Promoted posts on Twitter, Facebook
and Instagram.
Encourage customers to share on social
media via #stylistlounge to reach their
friends and followers.
Loyalty scheme encourages new customers
to sign up and makes Selfridges seem
more accessible.
Press event for coverage on the new Stylist
Lounge and a complete rundown on the
technology used.
Create features on and supply the press
with media kits to make it easier for them
to publish content.
M A R K E T , M E S S A G E , M E T H O D
Fig. 47, author

INSTAGRAM
FACEBOOK
YOUTUBE
TWITTER
PINTEREST
WORD OF MOUTH
ADVERTISING
SALES PROMOTION
PUBLIC RELATIONS
DIRECT MARKETING
Visual content, Pictures, Editorial Interior Pictures
Collate content from all other platforms, Tell the story of the BodyPod
Styling tips, Online demonstration of the BodyPods
Create a buzz using #stylistlounge, Retweetable content, Share press articles published
Editorial Interior Pictures, Tell the story of the BodyPod
Blogs reviewing the service, Customer feedback
Posters in Central London, Cookie advertisements
Rewards scheme
Press launch event, High profile brand ambassadors
Email marketing
M A R K E T I N G C O M M U N I C A T I O N S

PAID
OWNED EARNED
Promoted social media posts
Magazine advertisements
Brand ambassadors
Online banner advertisements
Targeted advertisements
Billboard advertisements
Website
Selfridges ‘We Love’
Facebook, Twitter, Instagram,
Pinterest, Google+
Snapchat and Instagram Stories
Stores
Blogs
YouTube reviews
Magazine coverage
Word-of-mouth
Affiliate links
Customer social media posts
Hashtags
P A I D , O W N E D , E A R N E D
Fig. 48, author

P R O M O T I O N A L I M A G E S
Fig. 49-57, author

42 L A U N C H E V E N T
Figs. 58-61
Press Launch: 31st August 2018, 7pm - 10pm
• The press launch will be on the evening before
the Stylist Lounge is first revealed to the public
• Drinks supplied by Dom Pérignon
• Journalists from high profile magazines such as
Vogue, Tatler and Elle will be invited
Public Launch: 1st September 2018, 10am-8pm
• The Stylist Lounge will be open to the public
from the 1st September
• Events will run every Saturday throughout
September
• The three brand ambassadors will have meet
and greets and give talks about their careers in
the first two weeks of October

43 P E O P L E
The Stylist Lounge will require a minimum of
eight extra members of staﬀ on the shop floor
at any one time. Four members of staﬀ will be
in the lounge, two serving refreshments, one
to help customers with the BodyPods and one
to assist with fitting rooms. The other four
employees will be runners who will collect
clothes from stockrooms and prepare the
fitting rooms for the customers.
Employees will be polite, professional and in
accordance with Selfridges’ high grooming
standards. Above all, the employees will be
knowledgeable about the BodyPod technology
and how to navigate the app so they can
answer any questions and provide the best
customer service possible.
Fig. 62

44 B R A N D A M B A S S A D O R S
48, four children
Hollywood goddess and Academy-award
winning actress Cate Blanchett brings elegance,
glamour and a touch of luxury to the campaign.
A champion of red carpet beauty, Cate will
attract the older 40-50 year old customer who
are looking for a classic and timeless look.
31
Game of Thrones star Emilia Clarke has a classic
‘English rose’ look which emulates a perfect
combination of innocence and sexiness. Emilia
will attract the younger mass market who like to
switch up their style between the oﬀice and
a night out.
45, three children
BAFTA-award winning British actress Thandie
Newton brings edge, androgyny and trend-
driven style to the campaign, along with her
refreshing take on African beauty. Thandie will
attract fashion-forward working women who like
their clothes to have attitude and innovation.
CATE BLANCHETT THANDIE NEWTON EMILIA CLARKE

45 P H Y S I C A L E V I D E N C E
LOGO
FONT
R A L E W A Y : T I T L E
SOURCE SANS PRO: HEADINGS
Source Sans Pro: Body
B R A N D I N G
My branding for the Stylist Lounge features the same yellow used on the iconic
Selfridges bags. The colour is eye-catching and recognised around the world, so
people will instantly recognise the Selfridges brand. The other colours are greyscale
to make the yellow really stand out, and to keep a rooted, minimal aesthetic.
The fonts are simple and bold to make the app easy to read and to maintain the
minimal look.

46 P R O C E S S
1. Customers confirm their “fitting room” in app
with a maximum of 20 items
2. Runners receive the request on an iPad and are
sent to stock rooms to collect garments
3. The iPad add uses the in-store map which is
specially edited for staﬀ and shows exactly where
each product is on the shop floor and in the stock
room, and is formatted like a shopping list, to
make preparing the fitting room faster and easier
for the runners
4. The average time for preparing a fitting room is 15
minutes
EMPLOYEE JOURNEY
While traditional styling rules have been
programmed into the software, AI technology is at
the heart of the app. Liking and disliking products
helps the app make smarter recommendations to
truly personalise every customer’s experience.

48 G A N T T C H A R T
Jun wk 1-2 Jun wk 3-4 Jul wk 1-2 Jul wk 3-4 Aug wk 1-2 Aug wk 3-4 Sep wk 1-2 Sep wk 3-4 Oct wk 1-2 Oct wk 3-4 Nov wk 1-2 Nov wk 3-4
1
2
3
4
5
6
7
8
9
10
11
12
1. Send out press release
2. Release teaser materials
3. Teaser posters in-store
4. Social media campaign
5. Window displays
6. Emailing campaign
7. Begin in-store installation
8. Press Launch Event
9. Customer Launch Event
10.Stylist Lounge is open
11.Brand ambassadors in-store
12.PR evaluation and feedback
Fig. 63, author

50 K E Y P E R F O R M A N C E I N D I C A T O R S
1
• The average value of
each transaction made
in the Stylist Lounge.
The goal is for this
number to be as high as
possible. While
customers might be
purchasing a lot of
items, we will need to
try to push big ticket
items.
AVERAGE
TRANSACTIONAL VALUE
2 3 4 5
ITEMS PER
TRANSACTION
APP DOWNLOADS CONVERSION HASHTAGS
• The average number of
items sold in one
transaction. The goal is
for this number to be as
high as possible. This
will help show whether
we need another
method of pushing
more sales.
• The number of
customers downloading
the app to use the
service in-store, or to
learn more about the
service. This will show
how many people are
interested in the Stylist
Lounge.
• The conversion of
customers putting
together a fitting room
in-app compared to the
number of people
purchasing a garment
will be recorded. This
will show if we are
exciting customers with
the concept, but losing
sales due to other
reasons.
• The number of times
#stylistlounge has been
used on social media
platforms. This will
show how much hype is
around our service on
the online community.

52 B I B L I O G R A P H Y
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fashion-brands/ [Accessed 15 Oct. 2017].
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can-adapt-shopping-habits/ [Accessed 28 Oct. 2017].

53 B I B L I O G R A P H Y
The Fashion Network (2017). Social Media Report: Selfridges. [online]
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articles/Ak4tQNG75dz967nxj/ [Accessed 1 Nov. 2017].
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Halloran, T. (2014). Romancing the brand. 1st ed. San Francisco, CA: Jossey-Bass.
Kotler, P., Keller, K., Brady, M., Goodman, M. and Hansen, T. (2009). Marketing
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F O R M A T I V E P R E S E N T A T I O N

Style Me
Find your perfect outfit
Show Me
Find your favourite brands
Measure Me
Find your exact measurements
Concept

A BRAND NEW IN-STORE,
IN-APP EXPERIENCE
Introducing a re-vamp of the
Selfridges phone and tablet
application to enhance the
customer’s in-store experience.

Demographic
30-50
Female
Married
£80k+ household income
Geographic
City
Psychographic
Upper middle class
2 holidays a year
Career-driven
Buying Patterns
Enjoy shopping in boutiques and online
Avoid large stores and busy streets
Appreciates luxury brands
Target Customer

Customer
Journey
1. Download the Selfridges app
2. Go to the Style Lounge in Selfridges, Oxford Street
3. Step into the body mapping pod, turn on bluetooth,
connect your phone to the pod and start the full
body scan in the Selfridges app
4. After 7 seconds, the scan is complete
5. The in-app stylist will sift through thousands of
products to show you the items that will most flatter
your body shape and complexion
6. Navigate the store using the new store map to find
your suggested items, or sit in the Stylist lounge and
order items straight to a fitting room
7. Try on the clothes. Love them. Take them home.

Thank You
Any Questions?
“Develop imagination, throw away routine”

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