At a time when the connection between product and shopping experience is no longer a differentiator but an expected standard, this project set out to deeply understand customer expectations when stepping into a store and experiencing “fashion.”

In collaboration with a globally leading fashion brand, our goal was not only to identify the key elements that shape this experience but also to elevate it—ensuring that every interaction reflects the brand’s essence while making product discovery effortless. To achieve this, it was crucial to pinpoint which aspects enhanced the experience, which detracted from it, and where opportunities for improvement lay—all with the customer at the heart of the process.

Approach

To address these questions, we designed a tailored research strategy, combining qualitative and quantitative methodologies across three key cities: Paris, London, and Barcelona.

Through in-depth interviews and in-store observations, we analysed shopping behaviour in 23 retail locations, identifying patterns, friction points, and moments of value. This fieldwork was complemented by a quantitative study based on a survey of 1,200 customers across Spain, France, and the UK, alongside a trend analysis that allowed us to detect emerging shifts in the fashion industry.

The outcome: nine key insights that serve as a strategic compass for transforming the in-store retail experience. These learnings have shaped actionable initiatives within the company’s strategic roadmap, with a clear objective: to optimise customer-product interaction and redesign the in-store journey to align with the expectations of the future.