Retailing to Millennials

For a fashion business to have the desired impact, it s crucial to gain a deep understanding of the people it will be serving not only what they need and desire, but what limitations they face, what motivates them, and what s important to them. Based on a Design Thinking approach, the study of life experiences of Millennials worldwide and in Italy, resulted in the rethinking of retail space and merchandising selection for La Rinascente (an Thai owned Italian retailer operating upscale department store founded in 1865). This book aims to identify the intrinsic behavior of Millennials and deliver a direction on fashion business model and retail versus space design significance.

Autorentext

Paola is a creative consultant and fashion manager with deep appreciation of human factors, retail strategy and planning. She majored in Fashion Design at Parsons in New York, gained her Masters in Fashion Management in Milan, and applies a user-centered approach in the areas of fashion, marketing, advertising, physical/digital retail and design.

Klappentext

For a fashion business to have the desired impact, it s crucial to gain a deep understanding of the people it will be serving not only what they need and desire, but what limitations they face, what motivates them, and what s important to them. Based on a Design Thinking approach, the study of life experiences of Millennials worldwide and in Italy, resulted in the rethinking of retail space and merchandising selection for La Rinascente (an Thai owned Italian retailer operating upscale department store founded in 1865). This book aims to identify the intrinsic behavior of Millennials and deliver a direction on fashion business model and retail versus space design significance.