Devising the shopping experience, rooted in retail innovation - the Filocolore case

Lluís Martínez-Ribes

This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retailing.

Devising the shopping experience, rooted in retail innovation – the Filocolore case

Lluís Martínez-RibesESADE, Spain

PREFACE

This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a very recent example of innovation in fashion retailing.

Innovation must be part of the DNA of the new retail formula, as the new chain was launched in a retail sector with strong players such as Zara Home and now H&M, among others. The process includes market research and its strategic link with retail innovation.

The paper analyses not...

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