Myntra Runway : Exploring the idea of
Fashion on Wheels
Myntra Runway is e-Commerce add-on made for myntra, this connects online and retail shopping of merchandise. This newly designed platform helps in developing a better exposure of market for various brands and enhancing customer to brand interaction.
This work was done for my Master's Project. In this Digital Era, everything around you is internet driven, from the point of food to the clothes you wear are all bought and paid online. This project concentrates on one such fields where, if retail and online go hand in hand can create major difference in the Fashion Industry. One such way of connecting retail world with online world would be using the concept of “Business on Wheels”.
Shopping today can be done every day depending on the mood of a person. This is when online shopping came into picture, when people realised the convenience and ease behind it, there was whole new buzz, that’s when well-known retail brands started their own websites and Apps.
A detailed market study was conducted ( click here to view the detailed report ) , which suggested Indian spends up to 52 billion dollars in 2017just in fashion retail segment which is expected to reach 85 billion dollars by the end of 2022.
Recently, CEO of Myntra, Ananth Narayanan told, online shopping is currently at 4% and will go up to 10 – 15% in next 5 years. He tells the main reason behind this change is access to internet and costumer become more comfortable with online experience.
The below image represent the road map of the market research.
Behavior of consumer in a retail shop plays a major role in the shopping industry, because from visual merchandising to products inside the shop are decided based on the consumer behavior and psychology. Every Customer is not same, his like and dislikes changes geographically, income, occupation, age and much more.
Consumers were classified into three categories
To gather in-depth qualitative data, I conducted one on one person and video semi-structured interviews with 17 member of both men and women from various age, occupation and interest, so that their fashion habits will be different from one another, I used an as a guide and asked follow-up questions based on the participants' answers.
I followed the research by sending out Google Form questionnaires to various age, occupation and interest minds. The purpose of the survey was to collect more quantitative data.
of the surveyed people were between the age group 18 to 27 years.
of the surveyed people prefer to shop clothes through an E-commerce Platform.
of the surveyed people have tried an E-commerce platform for buying clothes.
What are the reasons for shopping clothes online ?
Ease of buying
What are the reasons for not shopping clothes online ?
Fit and Finish
Colour and size
Things need to be improved
Trust in quality products
Fit and Finish
Size and Colour
of the surveyed people feel idea of fashion on wheels is feasible in
of the surveyed people says shopping streets and specific localities, followed by college university and IT parks are perfect for Mobile fashion store.
Here is the key findings from the survey and ethnographic study, for a detailed report of the Google survey please
After completing the interviews, I transferred my notes into digital sticky notes miro.com to identify common behaviors and needs of the users that existed in the collected data.
1. Better online services for clothing, by providing better fit and finish as mentioned in website.
2. Acknowledge the colour and size selected
3. Make changes in Return policy, by making it more customer friendly
4. Provide trial option in the order
5. Make the billing process quicker and simple
6. Try and connect the retail platform with online platform.
Ideation (Lo-Fi Design)
FEATURE IDEATION AND PRIORITIZATION
At this stage of analysis, I revisited collected data to find patterns and pain points experienced by multiple consumers. I grouped the notes by themes to identify design opportunities.
Since the project is very huge and needs of the consumer is very vast , it was important for me to identify the most important need and provide the solution to it. Hence, My goal was to take many ideas and by performing the same type of clustering as before, narrow them down to just a few ideas.
VISUAL AND MOOD THEME BOARD
Aesthetics of the fashion bus was designed using the visual theme board. All together merges in terms of technology, core application and creativity. The mood board will be having an important role in communicating the target mood of the product
I had to Concentrate on the function of the model as well as the aesthetic of the vehicle, it was important that both were given importance in the ideations. I had to make bus look very playful at the same time make it look creative and attractive.
Concept were created Huion Graphic tablet and
Affinity diagram was created to prioritize the things that needs to present inside the vehicle hence, several ideations were created for floor plan, the basic layout flowed for the floor plan was loop layout. Loop layout was selected because of the space constrains and items to displayed are less.
Final Design (Lo-Fi Design)
USER EXPERIENCE AND USER INTERFACE DESIGN
The fashion bus is connected through the Application on your cell, through which the timings, location and items sold can be known.
Myntra Runway section in the Application where you can see various pictures of the Fashion vehicle, interior picture, option to view photos, marketing and events, store locator and queries option.
By selecting the marketing and events option you book the fashion Vehicle (Runway) to be displayed at your events. By selecting the store locator option, it helps the user find the Runway near to them.
By selecting the “BUY AT RUNWAY”, the customer will be able to directly go to the Myntra Runway (fashion bus) halted within 5Km range from his locality and shop it.
How Runway is useful ?
They can avail of the BUY AT RUNWAY , if they miss the delivery or if they are working employees.
They can directly go to the Myntra Runway placed near their locality and show the ordered QR code from the Application
They can also try on the dress in the Myntra Runway, if not satisfied due to Size/colour/quality can return the item then and there or can wait search for exchange if available in the bus or
can wait for it.
3D modelling ( Exterior )
Surface design of the finalized concept is made using Autodesk Alias. The design was prepared considering the package of Volvo 8400 city bus
3D modelling ( Interior )
The complete interior model was created using Catia Software. Proper measurement was considered from anthropometric hand book for human male and female while designing the interiors.
A platform which connects retail shopping and Online shopping is called “Fashion on wheels”, the Fashion bus is named as “Runway”. Existing problems were identified using the literature survey and ethnographic study, market study and brand study and trend study and Market Gap has been identified. This newly designed platform helps in developing a better exposure of market for various brands and enhancing customer to brand interaction. The model was designed in Autodesk Alias and Catia software with proper ergonomics and appearance model for both interior and exterior was made.
Since the technology keeps growing, better equipment can be utilized in the fashion industry in near future. Future work can be done in virtual shopping sector, where ease of shopping can be promoted. The billing arena can develop by using mass RFID scanning using radio waves.