What do we need to know about the brand

A leading Swiss-French fashion label headquartered in Basel, Switzerland<

It has approximately 1,000 stores in 30 countries including Ireland, Italy,
Holland, Poland, Germany, Greece and Russia<
Low prices.
The problem

unsold merchandise
For years Tally had succeeded again and again in hitting the fashion
nervethe perfect length, the trendiest style, the hottest colorbut
the companys warehouses still overflowed with millions of dollars
worth of unsold inventory.
The spaces were dense, cramped and disordered.
Another general problem for fashion retailers

Fashion Week
London, Milan and Paris, and additional unofficial Fashion Weeks occur in Brazil,
Germany, Australia and pretty much anywhere else in the world girls and women
love fashion and new clothes.
 After receiving specifications on cuts, colors and lengths,
factory workers in mainland China manufacture the clothes,
which are then loaded onto a container ship for their long
transatlantic voyage. Once the clothes arrive at their
destination, workers transport them onto trucks, which ferry
them to distribution outlets and area stores.
In the worst-case scenario, a fashion or style will pivot in an
unexpected direction blue has overtaken black, and the
color green, for no good reason, repels buyerswhen a
container ship is in transit. In response, some retailers will go
so far as to ask ships to return to port and destroy their
shipments.
The rule of fashion industry

Enclothed cognition
a psychological phenomenon that refers to the influences our clothing has on our
cognitive and decision-making processes, and the ways we unconsciously adapt our
behavior to the people and symbols around us.
Roadblocks

1. I was an older male asking questions of adolescent females;

2. There was a language barrier. Almost none of the teenaged girls I interviewed in
Switzerland, France, Austria, Italy, Spain, Turkey, Poland and the Ukraine spoke
English.
Solution

Their bedrooms - bedrooms always convey more information in total

silence than most people do using words.
The check-list of their bedroom

Clothing
Brands displayed
Posters hanging on the wall
Where is the bed positioned
#pillows
Time spent in the bedroom
Time spent on phones, laptops, tablets
Parallels between girl`s home and her Facebook page
The check-list of their bedroom

The bedrooms of adolescents have changed dramatically in only ten years.

The bed is where they read, study, doze, slump, text, post, FaceTime, Skype,
listen to music and watch videos, usually simultaneously.
Boys vs. Girls

Todays girls are nerdier, todays boys are needier

Theyve become more fashionfocused
Step 1

A videotaped and text-based diary,

A dozen photographs that best described who they were (or rather, how
they saw themselves).
Step 1

Offline was the real world, it seemed, while dreams lived online.
Step 1

Offline was the real world, it seemed, while dreams lived online.
Based on their online videos and separate interviews, the lives of adolescent girls
revolved around fashion and dressing up.
The research revealed that girls spent around 80 percent of their waking hours
mulling what they wore that day, what they were thinking about wearing the next
day and clothing in general
The selfies

Selfies were even more important than the event or moment they
were supposed to memorialize.
Shopping with the girls

Along with observing the clothes, they were also busy evaluating the other
girls in the store.
Girls rarely, if ever, shopped by themselves.
The shoes = secret display
The bathroom
Phone bills
Tally Weijl

The purpose was to bring together the authentic

sociability of shopping offline with the artificial company
that online shopping offers, to create something that, as
far as I knew, the world of retail had never seen before.
Idea #1

We create a dream house, or loft, where a select group of girls could live.
.
We could recruit them via a special in-store contest, or even via a Willy Wonkalike Golden Ticket
system. The girls could live in the loft, courtesy of Tally Weijl, and wed also provide them with perks
including a 24hour chauffeur, a catwalk, a spa and a music studio. We would stream their parties,
shows and get-togethers on the Tally Weijl website, in stores, on the brands YouTube channel and via
Periscope, the live-streaming app.
Idea #2

To create a religious temple in the new Tally Weijl.

The new Tally Weijl was spacious, colorful, flamboyant and over-the-top.
We hired a well-known English theater director who turned Viennas flagship Tally store
into an event, a circus, a spectacle.
Tally Wejil 2.0

chic, trendy, colorful, and simultaneously child-like and sophisticated

Best Friends Area, an area of the store that
included a giant bed where girls could rest, relax and catch up on text
messages. We even provided cell phone cords and chargers to ensure
there was no conceivable excuse for a girl to leave Tally Weijl.
The cameras angled from the ceiling in every room in every store, creating the
illusion that each and every Tally shopper was the leading lady of her own life.

A pair of brightly colored shoes was positioned alongside a small bookcase,

dominated by a large hardcover book entitled Safari.

A parking lot area, where boyfriends could keep an eye on their girlfriends
without coming across as impatient or intimidating. But inside was where the
magicand convergencehappened.

Clicks and Mortar dressing room.

A fashion temple - a lounge area and destination equipped not
only with phone rechargers but also with the fastest Internet
connection in Vienna
Tally Wejil 2.0

The brand has mostly overcome its fashion crises, revenue is up

dramatically and the number of Tally Weijl Facebook fans has quadrupled;
but more important, the role of one bricks-and-mortar store has been
redefined and reinvented.