The Problem 

 A fashion brand has witnessed a decline in the market position with more and more millennials 

 uninterested in the brand and its product offers . The goal is to have a more engaged millennial 

 consumer , stronger relationships resulting to growth in sales and market position . Another goal 

 of the company is to create experiences that embody their strategy “ Comfortable with ME ” . This 

 strategy was born out of a realization that the modern woman is comfortable with her choices 

 and despite the challenging gender roles , she is comfortable with her style . In this case I 

 focused on the problem being : Disconnect between the millennials and the brand ’s positioning 

 and legacy 

 The Project 

 Find a way to establish a connection between the brand and millennials , showcase the brand ’s 

 expertise , strengthen the relationship with this market segment and ultimately drive sales growth 

 The Selection 

 In this project , I used a Number of design tools but what I would like to emphasis is the Learning 

 Launch tool . According to Stefan Fuchs in Module 4 of Design Thinking , learning launches involve 

 figuring out what consumer need is so burning that someone is going to buy your answer to that 

 need . This is an experiment in the market place which should be cheap and fast yet it ’s so 

 important because an experimental learning launch is a search for the truth . But before we get to 

 the Learning Launch tool , I would like to give you a brief understanding of how I got to this step . 

 In brief , I looked at a broader topic ; buying patterns and behavior of the millennials , what they 

 buy , where they buy , how they buy and why they buy . First using secondary data , I gathered data 

 from research firms and experts . I interviewed over 50 experts on why millennials behave the 

 way they do . How they buy , where they buy and why they buy . Out of this , there was a lot of 

 insights , with some of them including Millennials need for comfort and spontaneity . These 

 insights then needed to be translated to design criteria . 

 Application of Learning Launch Tool 

 This involved coming up with the key customer , execution and defensibility assumptions .   So the 

 first step was coming up with the hypothesis . My idea involved the launch of an interactive site 

 where consumers were able to upload their images and try garments digitally before they buy , 

 build a digital closet with capabilities of sharing via social media . Accompanied by a digital 

 campaign featuring top lifestyle influencers , dubbed “ Comfortable with Me . ” I hoped this would 

 meet the millennials needs of comfort and spontaneity while establishing brand connection better 

 than competition . So I sought for opportunities to build prototypes and to test the assumptions . In 

 order to test this in a Learning Launch , I selected an AIESEC conference which attracted over 

 5000 millennials for unveiling , since as a brand we had participated in previous years .   Together 

 with my team , we loaded the content on iPad’s / touchscreens and allowed the participants to 

 interact . The results from AIESEC were amazing with most of the participants getting hooked in 

 the digital closets with even pre - orders of yet to be launched collections . Data from the 

 engagement showed that there was a connection to the millennials . 

 Insight & Approach 

 What I have learned from this exercise is that , running to do do business plans immediately after 

 getting an idea is quite backward and completely unnecessary . In the 21st century where 

 customer is not just key but also the customer knows what he / she wants we must talk to our 

 customers make sure we are meeting the specific need better than competition and this can be 

 well achieved through Learning Launch tools . 

 Next time I will combine different tools of design thinking for better results . For example , in this 

 case I could have also used Story Telling both in the campaign and training the “ Digital Live 

 Chat ” teams in order to improve the overall customer experience . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: The Problem 

 A fashion brand has witnessed a decline in the market position with more and more millennials 

 uninterested in the brand and its product offers . The goal is to have a more engaged millennial 

 consumer , stronger relationships resulting to growth in sales and market position . Another goal 

 of the company is to create experiences that embody their strategy “ Comfortable with ME ” . This 

 strategy was born out of a realization that the modern woman is comfortable with her choices 

 and despite the challenging gender roles , she is comfortable with her style . In this case I 

 focused on the problem being : Disconnect between the millennials and the brand ’s positioning 

 and legacy 

 The Project 

 Find a way to establish a connection between the brand and millennials , showcase the brand ’s 

 expertise , strengthen the relationship with this market segment and ultimately drive sales growth 

 The Selection 

 In this project , I used a Number of design tools but what I would like to emphasis is the Learning 

 Launch tool . According to Stefan Fuchs in Module 4 of Design Thinking , learning launches involve 

 figuring out what consumer need is so burning that someone is going to buy your answer to that 

 need . This is an experiment in the market place which should be cheap and fast yet it ’s so 

 important because an experimental learning launch is a search for the truth . But before we get to 

 the Learning Launch tool , I would like to give you a brief understanding of how I got to this step . 

 In brief , I looked at a broader topic ; buying patterns and behavior of the millennials , what they 

 buy , where they buy , how they buy and why they buy . First using secondary data , I gathered data 

 from research firms and experts . I interviewed over 50 experts on why millennials behave the 

 way they do . How they buy , where they buy and why they buy . Out of this , there was a lot of 

 insights , with some of them including Millennials need for comfort and spontaneity . These 

 insights then needed to be translated to design criteria . 

 Application of Learning Launch Tool 

 This involved coming up with the key customer , execution and defensibility assumptions .   So the 

 first step was coming up with the hypothesis . My idea involved the launch of an interactive site 

 where consumers were able to upload their images and try garments digitally before they buy , 

 build a digital closet with capabilities of sharing via social media . Accompanied by a digital 

 campaign featuring top lifestyle influencers , dubbed “ Comfortable with Me . ” I hoped this would 

 meet the millennials needs of comfort and spontaneity while establishing brand connection better 

 than competition . So I sought for opportunities to build prototypes and to test the assumptions . In 

 order to test this in a Learning Launch , I selected an AIESEC conference which attracted over 

 5000 millennials for unveiling , since as a brand we had participated in previous years .   Together 

 with my team , we loaded the content on iPad’s / touchscreens and allowed the participants to 

 interact . The results from AIESEC were amazing with most of the participants getting hooked in 

 the digital closets with even pre - orders of yet to be launched collections . Data from the 

 engagement showed that there was a connection to the millennials . 

 Insight & Approach 

 What I have learned from this exercise is that , running to do do business plans immediately after 

 getting an idea is quite backward and completely unnecessary . In the 21st century where 

 customer is not just key but also the customer knows what he / she wants we must talk to our 

 customers make sure we are meeting the specific need better than competition and this can be 

 well achieved through Learning Launch tools . 

 Next time I will combine different tools of design thinking for better results . For example , in this 

 case I could have also used Story Telling both in the campaign and training the “ Digital Live 

 Chat ” teams in order to improve the overall customer experience .
### Output: 