Athleta seeks to provide women with product discoveries for every stage of their day and life by leveraging immersive technologies in store and online.
what we heard from ethnographic research
sizing struggles
Women feel frustrated and hurt when clothing in “their size” doesn’t fit their bodies.
overwhelming options
Women want a personalized find that fits their evolving needs but currently feel overwhelmed by the seemingly infinite number of options.
the bigger picture
Women want clothing that can fit into and elevate their existing wardrobe but struggle to visualize how different pieces work together.
what does shopping look like today?
The shopping experience for women, whether in-person or online, comes with its highs and lows. Sizing struggles, overwhelming options, and challenges in visualizing the complete look are common issues. Interestingly, where one modality falls short, the other often excels. For instance, while in-person shopping allows for immediate sizing checks and a more tactile experience, online shopping offers a vast range of options and the convenience of trying items in the comfort of home.
design objectives
leverage immersive technologies to harness AND ELEVATE the strengths of online and in-person shopping TO address sizing issues, option overload, and outfit visualization.
the idea
A hybrid in-store and online experience that guides customers through digitizing their wardrobe, finding their size, and visualizing Athleta in their life.
concept features
AthletaExpress Customers can scan their clothing to create a digital twin, with curated style guides based on their preferences.
ADDRESSES ‘THE BIGGER PICTURE’
AthletaFit Customers can generate outfits combining their items with suggested ones, while in-store body scanning and stylists ensure precise sizing. ADDRESSES ‘SIZING STRUGGLES,’ ‘OVERWHELMING OPTIONS,’ ‘THE BIGGER PICTURE’
AthletaWay AR wayfinding directs customers to suggested items, refining suggestions based on interactions using ‘Just Walk Out’ technology.
ADDRESSES ‘OVERWHELMING OPTIONS’
AthletaVision Parallel Reality technology provides personalized outfit inspiration on store walls.
AthletaExpress Purchases auto-upload to customers' digital wardrobes, with preferences and sizing saved to their accounts and brings them back to the beginning of the journey.
Athleta has the opportunity to bridge the gap between in-person and online shopping experiences, making them more seamless and integrated by leveraging emerging technology. Digital twins replicate fabric, fit, and style, while body scanning technology creates precise shopper avatars for realistic fittings. AR allows customers to visualize how outfits fit in real-time, addressing sizing concerns. Parallel reality provides tailored, real-time information both in-store and online, enhancing personalization. AI analyzes preferences, suggests products, and streamlines checkout, making the shopping journey efficient and engaging.
the process
research objectives
Market & Brand Insight
Understand the athleisure marketplace, Athleta's brand image, and the motivators that drive users to discover and accept new products.
Trend Forecasting
Uncover and forecast product discovery trends across various industries, focusing on clothing.
Product Discovery Process
Gain insights into the product discovery process specifically within the context of athleisure and clothing use cases.
service excursion
While competitors like Lululemon utilize technology such as in-store digital catalogs to enhance the browsing experience, they still fall short in addressing key underlying pain points in the overall shopping journey.
lULULEMON'S IN-STORE DIGITAL CATALOG
user interviews
Conducting in-depth user interviews on dscout with 4 women at different stages of life helped uncover insights about the current shopping journey.
Finding the right fit is elusive to customers because they face standardization that’s not standard.
“You go into a smaller store and a 10 doesn't fit. It makes you feel like absolute crap.” - Lauren
Customers have to make trade offs between options vs. personalization when searching for clothing.
“I feel like they have so much that it can become a little bit overwhelming.” - Mindy
Customers value adaptability so that their wardrobe is greater than the sum of its parts.
“...being mindful of how things fit, and what's going to go with your color scheme.” - Eaugelique
Customers need to see clothing in action before they are willing to commit to a new product.
“I'm not sure if they're all that they're cracked up to be by CNN on CNN's review” - Regina
viability
In order to successfully deploy the illuminate strategy, partnerships with existing companies need to be leveraged.
value to Athleta
Increasing customer engagement and loyalty
Engaging with their customers over the span of their day in the planning phase of their shopping journey
Opportunity to showcase Athleta’s advantage in any situation women may encounter
For women who want to compliment their existing wardrobe, but also forecast aspirational styles, illuminate helps women to visualize how Athleta fits into their day, life, and wardrobe.
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