Dressipi Blog

Posts Tagged ‘personalisation

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Take a bit of respite from the skinny jean with a straight leg, perfect for slipping over the boot of the season namely the sock boot. Autumn always means warm jewel tone shades which partner up perfectly with each other. Natalie x

1. Ray-Ban sunglasses £145, 2. Lee jeans £100, 3. Aldo boots £100, 4. Claudia Canova bag £37, 5. Topshop top £29.

We recently hosted our first round table discussion in London with our Chairman Lord Rose. Attendees included a brilliant collection of ecommerce and retail experts from All Saints, Wallis, John Lewis, House of Fraser, Selfridges, and Fat Face, as well as analyst Richard Hyman, Ian McGarrigle from World Retail Congress and Mark Vandevelde, Global Head of Retail at the Financial Times.

The topic we focused on was “In-store fight back: using customer data to offer cross-channel personalisation and boost dwindling in-store sales”.  We spoke about three main areas: the challenges facing retail and how these highlight the need for true personalisation (rather than cohort or click-based recommendations) to bring excellent customer service back to all aspects of retailing; the massive benefits that collaboration can bring to all parties, and how this can practically be achieved amongst competing retailers;  and how a combination of these components delivers the ultimate instore experience (I’ll address collaboration and the instore experience in separate posts).

At Dressipi we focus on delivering true personalisation.  This allows us to get to know each and every customer, understand their intent and deliver the best possible service however they choose to interact with a brand. This is the one tool retailers can use, and are in a better position to exploit, in response to the extraordinary growth and threat of pure play retailers, like Amazon.

Retailers have responded slowly to new technology and data analysis, having been focused on delivering to short-term revenue targets thereby making it difficult to plan for the longer term. This focus brings more discounts and promotions, leading to less cash and resources available for developing excellent services and differentiated products and brands.

Meanwhile, customers’ needs are changing and the way we use technology is evolving rapidly. Never before have there been so many brands or products available with different channels to use for each step of the customer journey.  This overwhelming abundance of choice just increases the need for more personalised marketing and selling. Customers are now demanding that retailers think in the truly personalised realm, where each individual customer is recognised and gets a differentiated experience based on their intent and their preferences.

Truly personalised services are not new. This level of excellent customer service was the norm back in the good old days of retail. It’s just that personalisation on a mass scale has not been possible until now.  It’s a big opportunity for retailers, not just to address rising costs and eroding margins but more importantly to become the disrupters not the disruptees.

It’s time to start thinking differently.  We need to reinvent retail and that advantage is lost if the sole focus is price.  Amazon has mastered the ability to get customers commodity products cheaper and more conveniently.  But people don’t use Amazon to discover something new, or be inspired to find something that they didn’t already know about.  Particularly in the case of fashion.

Personalisation should connect the dots between each customer and their individual unique browsing and purchase journeys. Stores are an important part of this winning formula. Online and mobile commerce continue to grow but on average 75-80% of sales still happen in store. It’s still where the majority of value is created. Customers can touch and feel products, and be immersed in the brand.  This is why we have seen Amazon, Birchbox and Warby Parker open their first physical stores. It’s because shopping isn’t just about buying and pushing a button.  It’s a discovery process. These pure play retailers know that physical connection with shoppers is important.

We are seeing shopping being reimagined from every angle through interactive video displays, touch-screen technology, personalized fitting-rooms, digital memory mirrors, VR etc. All of these touchpoints are data gathering and learning opportunities that can then be fed back to create better products and to deliver more hyper personalised selling. It is the customer data from both physical and online commerce that gives the bricks & mortar retailers the algorithmic advantage.

Customers will shop with the brands that recognise them, help them and inspire them.  In return for that amazing experience they will share valuable data about themselves and their preferences.  This provides retailers with the data and insight to create better products, targeted selling and more efficient merchandising and distribution, meaning shoppers feel more connected to the brand and better serviced.  True personalisation can start to move retailers to a world of predictive, not just reactive, shop keeping.

Sarah McVittie

QUESTION: I’m looking for a capsule wardrobe to take to Florence for a long weekend in late spring.

ANSWER: Your trip to Florence sounds wonderful, in late spring the weather should be just perfect! If you take a look at your Dressipi Fashion Fingerprint, you’ll see which style suit you best and why. For you it’s about accentuating your enviable figure with waist enhancing garments which draw the eye to your slimmest part. With this in mind we’ve chosen a selection of items for your capsule wardrobe we think you’re going to love:

1. Gap dress, £49.95: – A shirt dress is ideal for a city trip; sleeves that can be rolled up, shirt neck can be opened if the weather is warm and a belted waist that shows of your gorgeous frame. You mentioned you like to conceal your legs, so we’ve gone for a knee length style in an easy to wear khaki shade:

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2. Zara trousers, £35.99: – Lightweight trousers are wonderfully useful for walking around cities as the breathable fabric is cooling and won’t cling. A neutral shade is easy to pair coloured tops with, so pack a selection of patterned and block coloured T’s:

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3. Jaeger top, £49: – For day to night chic, navy always looks timeless and classic. As one of your favourite shops is Jaeger, we’ve selected this patterned sleeveless top that can be teamed with the Zara trousers – just add a piece of statement jewellery for evening glam: garment-2142914-2643314

4. White Stuff blouse, £37.50: – As well as t-shirts and tops, we’d suggest packing a cotton blouse as it rolls easily into your bag and doesn’t need ironing: garment-2472796-3201596

 

5. Ancient Greek Sandals, £96.58: – A comfortable pair of sandals are a must-have for every wardrobe. Metallic flats are the easiest way to add a bit of shimmer into your look without going overboard, plus gold and silver shoes really do go with everything! Pair with the shirt dress, neutral trousers or your favourite jeans:

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6. Topshop blazer, £45: – Add instant chic to your look with a casual blazer, it’s such a simple way of smartening up your ensemble. Wear on the plane to cover your arms from the air con and then use throughout the trip during your cool evenings:

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7. Jigsaw sweater, now £59 : – For daytime, we’d always advise having one sweater that can be worn with everything in your case. Navy would be the most obvious colour to go for as it compliments the Zara trousers as well as the Gap dress. Pop it over the shoulders and let the arms hand loose for a casual, elegant look: garment-2305247-2923492

 

8. Whistles jeans, £67.24: – If you don’t already own a pair of jeans you love, now is the time to buy! A slim straight leg is ideal for you, so we’ve picked a pair by Whistles with shading down the leg which create a flattering look. Choose a style where the ankles can be rolled up, perfect for springtime sunshine and pop on either strappy sandals or flat pumps:

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9. Lola Rose necklace, £49: – Take one or two beautiful pieces of jewellery with you and alternate depending on the outfit. We adore this long beaded necklace as it can be wrapped around twice to sit in the neck of a dress, or worn loose over the blouse and navy top. Alternatively a pair of drop earrings will look lovely for dinner:garment-2422870-3110335

 

10. Banana Republic bag, £89.50: – Lastly, complete your capsule wardrobe with a stylish shoulder bag. Soft leather wears beautifully with age so it’s definitely worth investing in a good bag that can be used as your carry-on luggage as well as sightseeing throughout your trip:

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We hope this has given some fashion inspiration, have a fabulous time away and let us know how you get on. Karen x

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LOOK 1:

1. Alice by Temperley dress £295, 2. Christian Louboutin heels £395, 3. See by Chloe clutch £199, 4. Ted Baker faux fur jacket £199, 5. Martine Webster earrings £75.

LOOK 2:

1. Reiss dress £149, 2. Robert Clergerie sandals £550, 3. M&S clutch £29.50, 4. Mango faux-fur gilet £59.99, 5. Banana Republic earrings £29.50

LOOK 3:

1. Dorothy Perkins dress £50, 2. New Look faux-fur jacket £49.99, 3. Topshop sandals £48, 4. Betty Jackson.Black earrings £6, 5. New Look clutch £15.99

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WORK:

1. Tara Jarmon cardigan £242, 2. Stella McCartney heels £425, 3. New Look cuff £6.99, 4. Reiss shift dress £245, 5. Marc by Marc Jacobs satchel bag £350,

OCCASION:

1. Tara Jarmon cardigan £242, 2. River Island silver sandals £45, 3. Topshop sequin skirt £65, 4. French Connection silk top £40,  5. Sergio Rossi suede clutch £475.

CASUAL:

1. Tara Jarmon cardigan £242, 2. Day Birger et Mikkelsen jersey top £75, 3. Current/Elliott boyfriend jeans £220, 4. Zara messenger bag £59.99,  5. Topshop pink courts £38

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If you haven’t seen Doris Day in Pillow Talk and A Touch of Mink, do…just to marvel at the unfolding fashion show that takes place in those movies. They really didn’t skimp on the wardrobe budgets in the golden era of old school Hollywood. In lieu of a touch of mink we’ve given you a touch of animal print faux-fur from Linea £20. It will sit quite happily with the bold red of this wool coat by Planet £249. If you are going to be indulging in any pillow talking or listening for that matter, these pearl earrings by M&S £7.50 will keep things pretty sweet. Natalie x