California Apparel News

DANA POINT, Calif.—Regardless of how small or grand the device—whether it be a mobile-phone application, notebook-size tablet or a 10-foot-high wall of multiple touch screens—the most important lesson learned at the recent SIMA boot camp was that it’s the quality of information that will get customers to pay attention and open their wallets.

During the Surf Industry Manufacturers Association’s one-day camp, called “Tech and the Evolution of the In-Store Experience,” held at the Ocean Institute on April 25, employees from companies such as Roxy, Quiksilver, Oakley, Billabong, Skullcandy, Analog, Vans, Volcom, Von Zipper, Hurley, Rip Curl and O’Neill came to learn about how interactive technology can win over the customer’s brand loyalty at bricks-and-mortar stores.

Sean Smith, executive director of SIMA, admitted that some of the presentations would be out of reach for brands at this stage but said to remember it was not too long ago that flatscreen televisions appeared futuristic and cutting edge.

School is in session

The primary purpose for implementing new technology was to educate the customer about technical product information and brand history in a way that was visual and interactive.

Tim Austin of retail-marketing agency TPN explained a case study in which touch screens were used to illustrate the technical features of a new bra product.

A large touch screen was placed right next to the wall where the bras were displayed. Similar to navigating a webpage, the customer could choose from the different styles on a main menu and learn about each bra’s “volumetric” method of sizing and fit features and why this approach results in a better-fitting bra.

During the time that she is learning about the bra’s designs, she can touch the live product on the wall. Additionally, a “magic mirror” in the dressing room displays instructions to help customers fit the bra.

SIMA’s Smith commented that there was potential for some of these fit technologies to be useful for surfwear. “The applications for wetsuits or swimwear could be huge,” Smith said.

In the past, this was the type of technical information explained to the customer by a sales associate. Jeff Whitney of digital-design agency Juxt Interactive said that by using tablets and touch screens, customers feel like they are actively exploring for the information.

He presented three different examples of interactive platforms that Juxt Interactive developed for Toyota, Scion and Honda to be used at auto shows. “Buying a car is very emotional. Next to buying a house, it’s the second-biggest purchase people make,” Whitney said. “If they are in the Scion booth, they are not at Kia. Make sure you are giving them an experience that is delightful.”

Juxt’s project for Toyota entailed giant LED touch screens on which customers could visually learn everything about the Toyota brand, including the history of the company; see inside the factory; and observe how the cars are made. People can see examples of customers who own Toyota cars and take in special comfort features of certain models.

For Scion, the focus was on introducing the customer to the music label and, through interactive music games, art-sponsorship components of the Scion.

Implementation

During the question-and-answer portion of the seminar, Smith took the big-picture ideas down to the surf market and specialty-store level. Using the example of a tablet, retailers asked who burdens the costs of development, design and actual tablets. Others asked how to translate a “gimmick” to sales.

Jody McKinley of Play Network gave the example of its “Hometown Sound” contest, developed for the chain store Maurice’s. The “American Idol”–like contest drove traffic into the retail store by requiring customers to enter the store to vote for their favorite artist.

Off-the-shelf solutions make it possible for a brand to simply pour images, videos and information into a tablet application. Smith said this is where action sports–lifestyle brands have a leg up because there are countless videos, photographs and news stories that brands generate to promote their athletes and products. “The challenge is the design—content creation. Most manufacturers have beautiful content,” McKinley said. —Rhea Cortado