Without reaching the category of standard, it is a very widespread recommendation to customers in the world’s leading fashion chains for their flagship storeswhich differ from the ordinary ones because they are very large and diaphanous spaces, normally located in emblematic streets and buildings with unique architecture.
Inditex is one of the companies that has also adopted this differential ‘store’ model in terms of its design and operation, and in some of its divisions, especially in Zaraits leading brand, already has several ‘flagships’ in the world such as those in Shanghai, New York or Dubai, and in Spain, there are them in Madrid, Barcelona, Valencia or Bilbao, and of course, in A Coruña, which It is the nerve center of the financial and industrial infrastructure of the emporium that Marta Ortega now directs.
Well, in order to change the habits of its customers, the Galician firm has established a petition in those large commercial spaces which aims to find collaboration from its buyers. In these large ‘stores’, which respond to the high demand for online shopping, there are fewer clothes on display. So, since the middle of last August, customers have played an active role in the purchase process: they have to return the garments that are tried on on the hanger, just as they have taken them. Gone is that of returning them tangled and upside down, as well as leaving the dressing room full of hangers.
In multiple languages
Consumers who go to the ‘flagship’ find themselves with neater places, without burros of clothes full to the brim or garments piled up on the counters. That chaos has been relegated to the sales. Clerks scramble to rearrange items that consumers look at, touch and pick up. However, now they have a little more help. It happens in the ‘flagship’ of Barcelona, where the workers try to change the behavior of the clients: “When leaving, return the garments placed on their hangers, please”, a clerk repeated to each of the people who attended and gave way in the queue. He did it in the language that was necessary, since in these two establishments there are more tourists than local people.
internalize the habit
Most clients complied. Otherwise, the employees insisted. They remembered this new ‘habit’ in two ways: on the one hand, if consumers left their hangers inside the changing room when they left, they were in charge of reminding them that they had to pick them up. On the other hand, if they arrived at the returns area without having rearranged the garments, they helped them to do it so as not to congest the space.
At that point, behind the counter, another worker was in charge of putting the garments with a hanger on a donkey, hardly touching anything, and folding those that came without a hanger. There were rare cases where users ignored the prompts. In those moments, there was no drama, only acceptance, but with the premise of making an unusual behavior everyday: return the ordered clothes.