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

Lluís Martínez-Ribes
ESADE, Spain


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 only what has happened, but also some key managerial learnings useful for those participating in an innovative project, especially for firms in retailing.