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...