Our client American Eagle Outfitters used to be known to as a
popular teen fashion brand. In recent years it has been striving
to transform its brand image in order to appeal to a more diverse
customer base with innovative technology.
We designed a service innovation AEO TrueFit Studio to increase traffic to physical stores by offering customers an all-inclusive in-store shopping experience. This new service allows customers of all sizes to have find their perfect fit of jeans in-store through a comfortable and private fitting space.
American Eagle Outfitters is a popular clothing brand favored by college-aged young adults. However, it suffers from perceptions as a “middle school” clothing retailer in the eyes of 20-25 year olds. The company is currently seeking to attract a more diverse customer base and promote customer loyality. To gain deeper insights into the problem context and thus better serve our client, we took the following steps in our research structure:
1. Initial information from our talk with the brand representatives to understand their needs and wants for this innovation.
2. Broad secondary research into four areas (in-store personalization, omni-channel fulfillment, return and exchanges, associate enactment) to determine which innovative direction we want to dive in futher on.
3. Understand customer's current state from primacy research, including survey with targeted customers and in-store contextual inquiry.
4. Conduct additional secondary research to gain an overview of current practices of AEO's competitors on the market.
Based on our research findings, we create artifacts to model the
current service experience. This includes personas, current
customer journey maps, service blueprint which describes the
current state visible and backstage interaction. By evaluating the
current service state, we hope to find opportunities for
innovation to bring new value to the service.
We first developed three key customer types that American Eagle could pivot to improve their in-store experience:
We envision TrueFit Studio to be a service in which users would walk into a fitting room that has all possible sizes of several styles jeans stacked for try-on. There would be minimal to no associate interaction involved in this process. Once the user finds a pair of jeans they like, they can proceed to checkout within the studio itself. They can use the mounted display to log into AEO Connected, choose what color jeans they want, and have the jeans delivered home.