Skins Design & Branding QUICK FIT STATION by Ideaworks Melbourne

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Industry Clothing
Media Design & Branding
Market Australia
Agency Ideaworks Melbourne
Digital Creative Director Aden Hepburn
Released July 2011

Credits & Description

Category: Promotional Item Design
Advertiser: SKINS
Product/Service: SKINS APPAREL
Digital Creative Director: Aden Hepburn (VML)
Technical Producer: Craig Morris (VML)
Digital Art Director: Frank Martelli (VML)
Technical Developer: Pietro Miotto (VML)
Creative Director Brand Experience: Mel Spears (IdeaWorks)
Group Account Director: Monika Vidovic (IdeaWorks)
Account Manager: Tessa Wood (IdeaWorks)
Media placement: Instore Kiosk - Rebel Bondi Junction - 27 July 2011
Media placement: Instore Kiosk - Rebel George Street - 27 July 2011
Media placement: Instore Kiosk - Rebel Highpoint - 27 July 2011

Describe the brief from the client
SKINS needed to re-invigorate their in-store experience due to the bombardment of copycat products filling the shelves beside the SKINS brand, and with research also pointing to a huge road-block around people actually 'trying-on' the product in-store (they weren’t and when they did it was too hard, customers often chose the wrong size), we were challenged to create a new way to sell SKINS.

Describe the challenges and key objectives
SKINS have a large, global footprint and were first to market (and dominate) with performance 'SKINS'. However, they now face an ever increasing bombardment of competitors entering the market with similar products at much lower prices. We were challenged to create an in-store digital installation to help fit, educate and differentiate the skins premium position compared to the multitude of other brands now sitting beside them.

Describe how you arrived at the final design
SKINS are the world’s most advanced sports performance garments. We decided the best way to re-engage consumers with this fact would be to replicate that technology in-store as part of the shopping experience. So we created the 'Quick Fit Station', designed to remove the need to try on the product in-store whilst helping the customers choose the perfect garment from the range. Through the use of numerous high-tech sensors, a custom fitting algorithm and unique hardware set up, we were able to showcase the technical leadership that SKINS are known for, to improve the experience of buying the SKINS product.

Give some indication of how successful the outcome was in the market
Since the installations were deployed across more than 10 trial stores, SKINS have seen the following:
• A staggering 35% average increase in sales month on month/year on year across each store the 'Quick Fit Station' was installed in
• Reduced product returns and package damage from people trying on multiple products to get the right size
• The installation has been so successful, that a global roll out has been ordered, with 'Quick Fit Stations' across Australia, London, Paris and Rome already on order