PREVIOUSLY ON ECOUTERRE: C&A’s Digital Clothes Hangers Update With Facebook “Likes” in Real Time
Japanese retailers are hoping that the hanger will promote consumer spending in a notoriously depressed market. “The hanger is being introduced by apparel makers who want to do something new and think how they can make stores exciting,” Yota Nakamura, TeamLab’s marketing director told The Japan Times.
TeamLab came up with the hanger after it noticed that clothes worn by models on e-commerce sites sold better.
TeamLab came up with the hanger after it noticed that clothes worn by models on e-commerce sites sold better than those displayed on their own. “We thought we could do the same thing for stores,” Nakamura said. “If images of a model wearing coordinated items appear on a screen when a customer picks up a hanger, we thought it would boost sales.”
The tactic appears to be working. A representative from the Vanquish men’s clothing outlet in Shibuya said that sales doubled after the hangers were introduced in September 2011.
TeamLab is now in talks with other brands to expand the hanger’s reach. The group’s goal is less about profit margins than the overall customer experience, however. “We want to raise customers’ level of excitement,” Nakamura said. “If the shopping experience is fun, it should ultimately increase sales.”
[Via The Japan Times]