Experiental Retail Research Blog by Chrissie Trappl

ctrappl2 — 2022-10-06 11:35:53 UTC

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ctrappl2 — 2022-10-06 11:40:03 UTC

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ctrappl2 — 2022-10-06 11:52:47 UTC

Comme Si is a luxury loungewear brand, started by Jenny Lee in 2019. The brand specialises in socks, shirts, shorts and trousers, all of which are made with high quality fabrics (cotton, silk, cashmere, merino wool.)
The ethos of their brand is to be both functional and beautiful. In their mission statement they state the Comme Si 'celebrates l'art de vivre, starting with the daily ritual of getting dressed. We inspire women to express their style through refined staples, beginning with an elevated take on the classic trouser sock.'

I chose this brand because I appreciate their values and meaning as a brand, but also because their whole aesthetic is so strong and visually pleasing.

ctrappl2 — 2022-10-06 13:38:44 UTC

Comme Si visual aesthetics moodboard

Comme Si History/ timeline

ctrappl2 — 2022-10-06 13:57:15 UTC

February 2019 - Jenny Lee founds Comme Si

September 2019 - Limited edition tye-dye socks

May 2020 - Kendall Jenner wears Comme Si for Vogue Japan

October 2020 - La Boxer Classica collection

January 2021 - Comme Si X Lichen collaborative project

April 2021 - The knee-high collection

May 2021 - ‘Say it with Flowers’ - partnered with the Asiant American Arts Alliance

December 2021 - La Boxer Alta collection

March 2022 - The Danielle Goldberg shirt collection

July 2022 - The silk scarf release

ctrappl2 — 2022-10-06 14:25:10 UTC

What I learned from this article:
Sustainability needs to be an important aspect of every decision I make, and customers favour brand who show transparency.
Social media affects trends and people's spending massively. Think about using social media not just for promotion, but for E-Commerce via TikTok or Instagram.
Considering hybrid retail.
Loyalty < cost.
Post-covid spending is less. People are worried about inflation.

ctrappl2 — 2022-10-12 09:15:25 UTC

What I learned from this article:
The brand that survived the pandemic best were ones which focused on comfort, outdoor activities and online shopping. - and appealed to wealthier people who were less impacted by the cost crisis.
Europe will be less quick to recover economically compared to China and the US.
The increase of online commerce via social media and the met averse also poses threats of cyber crime and data loss. Brands must be careful.
Rise in domestic spending as result of travel restrictions. (Americans will buy from American brands - this is good news for Comme Si)
Desire for wardrobe re-fresh and social life begins again.
TOP 3 WORDS TO DESCRIBE BUSINESS CONDITIONS:
Recovery
Challenging
Changing
Supply chain challenges will be a big issue for brands.
US luxury sales predicted to grow 5% higher than 2019 sales in 2021.

MY CONCLUSION:
Relating all of this info to Comme Si, I can say that during the pandemic they fit the perfect description for the type of bran dhow survived best (comfy loungewear and online sales), however with the return on social wear and revenge shopping Comme Si will have to adapt to the demand and find new ways to stay relevant. They do already have the upper hand being a luxury brand as they are the least badly effected, but as trend cycles change Comme Si might get forgotten.

Comme Si current competitor research

ctrappl2 — 2022-10-12 12:10:12 UTC

Everlane: Loungewear made of high quality materials such as cashmere. This is similar to Comme Si so proves to be a luxury loungewear competitor. However not as niche as just socks as they do jumpers, sweatpants and dresses too.
Skims: has the same type of viral hype of one specific garment that Comme Si experienced. (Skims dress vs Comme Si shorts). Strong social media presence and influencer backed. Comme Si must up their digital presence to compete.
Pour les Femmes: similar aesthetic to Comme Si, also uses high quality materials. Products are both comfy and fashionable - very versatile.

COMME SI'S USE OF ITALIAN SILK

ctrappl2 — 2022-10-13 16:50:38 UTC

https://www.textiletoday.com.bd/italian-textile-industry-recover-within-2022/

Comme Si pride themselves on using high-quality Italian silk. The pandemic led to an all-round decline in Italy's textile industry, specifically with trade and export. This would have affected Comme Si's ability to produce their garments. However, according to the Italian Federation of Textiles, Fashion, and Accessories, as of 2022, Italy's textile industry has recovered to pre-pandemic levels, allowing more accessibility for Comme Si, therefore allowing room more production of new and already existing products.

ctrappl2 — 2022-10-17 09:47:11 UTC

Consumers appreciate transparency when it comes to supply chain and sustainability.
Big focus on maximalism and bright colours, and mindfulness and well-being through things like healthy eating (veganism especially), quality of sleep and stress management.

Business analysis according to CrunchBase.com

ctrappl2 — 2022-10-18 19:43:01 UTC

Private company (therefore it is difficult to find a lot of specific information and data about the company)
1-10 associated people/ employees. Only two contacts (founder Jenni Lee, founder and creative director, and Ashley Tong, content and brand marketing manager) shows the workforce behind the company is very small and tight-knit.

ctrappl2 — 2022-10-18 19:54:37 UTC

Web traffic analysis shows a 27.22% decline in monthly visits as of October 2022 (-33.75% in the US specifically), and that top countries to browse the website are the US, Chile, Italy.

ctrappl2 — 2022-10-18 19:58:21 UTC

Comme Si is featured in the Companies with fewer than 50 employees list, proving their small employee base.

Competitor sock-specific brand

ctrappl2 — 2022-10-18 20:03:01 UTC

Happy socks is Comme Si's largest competitor in terms of the sock industry as it is an incredibly popular sock brand. What makes them popular is their wide variety of either funny, colourful, pattered, or seasonal-specific socks.
Their socks appeal to many and have something for everyone, however Comme Si sticks to a specific general aesthetic and is considered much more niche. This does set them in different leagues, while still being competitors.

ctrappl2 — 2022-10-24 10:12:35 UTC

Sock brand competitors:
Cashmere and wool are best for luxury socks - soft and biodegradable.
Reiss - focuses on minimalist styles and quality fabrics (very similar to Comme Si)
Sunspel - merino wool and cashmere, lighter pastel shades. CDLP - bamboo socks, high sustainability. Light and comfortable.
Burberry - receive lots of hype online. Burberry is a brand which dominates the luxury market.

(Although these are mens socks brands they still pose as competitors)

ctrappl2 — 2022-10-31 15:41:47 UTC

ctrappl2 — 2022-11-01 05:29:19 UTC

Things to think about:
The Metaverse and its effect on e-commerce and digital promotion
Packaging that has life after its use - brand with sustainability efforts tend to gain most popularity.

ctrappl2 — 2022-11-01 05:31:48 UTC

KEY WORDS: engaging, sensorial and memorable.
Hyper-physicality - an extension of the real world.
Meaningful spaces which elevate traditional bricks-and-mortar shopping experience.
eMarketer forecasts that bricks-and-mortar retail sales will grow between 2.6% and 3.4% by 2025.

MATERIALS USED FOR SOCKS

ctrappl2 — 2022-11-01 05:34:08 UTC

Merino Wool
Egyptian cotton
Cashmere
Organic Cotton
Silk

I really appreciate Comme Si's use of only high quality materials. It acts as a USP for the brand and also shows sustainability efforts.

ctrappl2 — 2022-11-01 05:34:47 UTC

Comme Si use their instagram as their main way of communicating with customers. They post promotional pictures of products, but also random posts of things which inspire their work. Having links to art and culture gives the brand more depth as well as creating a lifestyle for the brand which people would like to buy into.

ctrappl2 — 2022-11-01 05:35:01 UTC

Simple, yet very aesthetically pleasing packaging design. Nice packaging makes people want to buy again for the unboxing experience

ctrappl2 — 2022-11-01 05:37:15 UTC

Key trend: MAXIMALISM
As people return to social life they are focusing on personality and self-expression. Post-pandemic, people want fashion to be fun and exciting, and bring positivity back into the world. Bold prints and bright colours are key

ctrappl2 — 2022-11-01 08:18:41 UTC

ctrappl2 — 2022-11-01 08:20:49 UTC

"Looking ahead, there will likely be increased appetite for experimentation and self-expression as consumers seek out more playful and energetic ways of dressing, boosting demand for novel designs, more adventurous colourways and creative pairings across categories in 2022.

“Often it’s the case during times of crisis, people revert back to shiny fabrics, bright colours, clothing that can inspire happiness,” said London-based trend forecaster Geraldine Wharry. “If you look at the 2008 [global financial] crisis, a couple of years after that, there was the trend starting to really gain traction in terms of bright clothing, almost clothing inspired by toy colours.” In the US, patterned trousers and women’s garments in bright colours such as fuchsia, green, orange and purple were more commonly sold out through 2021 versus 2020, according to StyleSage."

Fluffy material research

ctrappl2 — 2022-11-07 11:27:19 UTC

Thickly knitted Mohair wool or Alpaca wool could be good to use for the fluffy sock. They are both is very high quality and expensive (in keeping with Comme Si) and is soft and fluffy.
Good for keeping warm in winter, as the collection is aimed at A/W 2023.

Sparkly material research

ctrappl2 — 2022-11-07 11:42:40 UTC

Glitter is essentially a micro-plastic and is harmful to the environment, so need to figure out how to use high quality, safe glittery fabric.
Today Glitter creates biodegradable glitter.
BioGlitz has managed to put eco-friendly glitter into fabrics

Best fabric to use for a patterned sock?

ctrappl2 — 2022-11-07 12:01:51 UTC

For any patterns or colour variations Comme Si have done, Mongolian cashmere or Egyptian Cotton are used.

Physical retail space

ctrappl2 — 2022-11-07 13:34:24 UTC

As of April 2021 limited Comme Si products are stocked in Hirshleifers in New York. Hirshleifers is a shopping centre/ department store which houses mainly high end brands such as Balenciaga, Fendi, Gucci and Off-White.
Comme Si sits amongst these high-end, luxury brands as a small section which showcases a few of their sock collections.
However, I cannot find much recent information so it is unclear as to whether they are still currently stocked there and their focus is very much on their digital presence.

The Sunrise Sunset Collection

ctrappl2 — 2022-11-07 13:44:14 UTC

This collection from July 2021 was their most fun, bold and colourful collection so far, in my opinion.
The colour palette is beautiful - matches brand's general colour palette, but also the visuals of sunrises and sunsets

The concept on Sunrise and Sunset ties in with Comme Si's focus on 'the ritual of getting dressed" and daily routines. Could be a good point to focus on for a story behind the Party Sock Collection. e.g. getting ready to go to a party.

Made from Egyptian Cotton. Because it is a finely woven fabric with a high thread count, it is easy to create colour variations/ patterns within the fabric.

Trendy Colours to Inspire Collection

ctrappl2 — 2022-11-07 13:52:58 UTC

MAXIMALISM
No more neutrals!

My faves: Royal Purple, Baby Pink, Cool Cerulean, Kelly Green

Comme Si colour palette: Burnt Orange, Cream, Dusty Blue, Ivy Green, Muted Red

Need to incorporate new exciting colours, and colours that match the brand aesthetic.

ctrappl2 — 2022-11-07 14:58:45 UTC

Cool sock spotted on the train

ctrappl2 — 2022-11-07 15:00:13 UTC

Funny sock inspo seen while scrolling on Instagram

Advert seen on the tube

ctrappl2 — 2022-11-07 15:02:48 UTC

Proof of other brands creating collections around partying and targeting the idea of re-socialising

Virtual Try-On Filter

ctrappl2 — 2022-11-07 15:04:52 UTC

Gucci made a snapchat filter in 2020, which allowed users to try on their shoes. The filter also had a 'shop now' button leading users to their website to buy the shoes, making it a retail experience.

I want to make a filter like this where users can try on the new collection of socks. A digital filter is fun and silly, but also acts as a great promotional tool, especially when it leads straight to their website.

ctrappl2 — 2022-11-07 18:10:48 UTC

Socks my flatmate bought

Zara phygital pop-up store

ctrappl2 — 2022-11-09 09:56:07 UTC

For ordering clothes online. Customers can scan clothes for more information, try them on using connected mirrors.
The space is very small - 200 square metres.
This would be a very clever way to translate Comme Si's online store to a physical environment.

Nice way of displaying products

ctrappl2 — 2022-11-09 10:32:13 UTC

First filter experiments

ctrappl2 — 2022-11-09 12:39:35 UTC

ctrappl2 — 2022-11-09 12:40:35 UTC

'Face mask' effect makes the text warp around the face more. This makes it more interactive as the person moves but the effect looks less crisp and refined

ctrappl2 — 2022-11-09 12:41:49 UTC

Looks better and more visible against skin in white

ctrappl2 — 2022-11-09 12:45:49 UTC

Figured out how to resize so it fits the face better

ctrappl2 — 2022-11-10 15:21:12 UTC

Ive got to think about how things are layed out so they will guide how to customer will walk around. I like either free flow or geometric.
Think about sounds, scent, touch and taste.
Seasonal, showing the right products at the right times.

ctrappl2 — 2022-11-14 19:17:26 UTC

Researching how to actually design the sock
This technique is fine for putting pattern on already existing socks
But I need to find out how to put fluffy or sparkly texture

ctrappl2 — 2022-11-15 10:46:03 UTC

super helpful tutorial on how to put a fuzzy texture onto the socks

Happy Socks shop in Greenwich

ctrappl2 — 2022-11-15 15:49:07 UTC

Happy Socks is a direct competitor so seeing how they use physical retail is helpful to get ideas for Comme Si.
They are currently displaying Christmas items so this is not that helpful in relation to The Party Socks. However it was good to see how things are laid out to guide you around the store.

ctrappl2 — 2022-11-15 15:49:24 UTC

Having artwork around is nice to fill blank walls and create a visually stimulating experience
Everything must be insta-worthy

ctrappl2 — 2022-11-15 15:49:41 UTC

I don't like how busy this wall is. It is difficult to spot things immediately and a customer might feel overwhelmed by choice - and just looks a bit messy
On the other hand it could be purposeful as a way to get the customer to spend more time in the shop as it takes more time to find what they need.
Also happy socks is all about colour and fun and being bold so this kind of display makes sense. Comme Si is more elegant and refined so their shop display and atmosphere will need to reflect that.

Fun sock inspiration

ctrappl2 — 2022-11-15 15:55:24 UTC

I want to make a collection of 3 socks - a sparkly sock, and fluffy sock and a patterned sock
Bright bold colours, fun textures, paired with interesting party shoes

Possible locations for event

ctrappl2 — 2022-11-18 15:15:31 UTC

ctrappl2 — 2022-11-19 09:52:42 UTC

ctrappl2 — 2022-11-19 09:53:24 UTC

ctrappl2 — 2022-11-19 09:56:48 UTC

I would want the pop up store to be in New York as the company is based there and because of consumers shopping more locally due to covid.
Using an exhibition space rather than a shop enhances the links to the arts world and makes it feel like a luxurious experience rather than a mundane, classic shopping experience.
Reflects the Comme Si lifestyle
Push the idea that Comme Si's products are art

ctrappl2 — 2022-11-19 09:59:06 UTC

ctrappl2 — 2022-11-19 10:00:04 UTC

ctrappl2 — 2022-11-19 10:00:37 UTC

Comme Si photoshoot examples

ctrappl2 — 2022-11-19 10:04:24 UTC

These images were my main inspirations for my own shoot. I like the basic white fabric backdrop and the use of interesting shoes an a few minimal props as well as interesting poses that show off the socks nicely. These photos feel like something I could replicate well and keep as true to the Comme Si style as possible.

Sarah Andelman - founder of Colette, Paris

ctrappl2 — 2022-11-19 10:29:47 UTC

Notes from this article:
Colette Paris was a concept store - exhibition space, bookshop, water bar
Lots of art connections (I want to show Comme Si's art connections)
The shop is a curation.
"Captures the senses and is almost museum-like in their approach"
Human services are important e.g. being offered a drink on entering
WHAT DOES THE STORE OFFER YOU THAT ONLINE CAN'T
Experience= touch, sounds, smell, sight
"keep it short, renew and do something different next time"

Dear Mayuko Store Design

ctrappl2 — 2022-11-19 12:13:31 UTC

https://visualjournal.it/dear-mayuko/

Love the minimal design, everything is displayed neatly and uniform.
The display tables remind me of display plinths in a museum or gallery. Makes the products feel luxurious and expensive, like art.

Photoshoot 1 moodbaord

ctrappl2 — 2022-11-21 13:38:28 UTC

This photoshoot will be for general product promotion and website/ social media content

Photoshoot 2 Moodbaord

ctrappl2 — 2022-11-21 13:38:48 UTC

I'd like this shoot to tell more of a story behind the party socks, create an image of the party girl
To create a community/ lifestyle to buy in to
However this isn't as necessary as the first one so will only be if I have time at the end

ctrappl2 — 2022-11-21 13:51:26 UTC

Using the Angelli sock as the template for the new socks. The cut and fit of this sock is classic and will fit any design I put onto it

ctrappl2 — 2022-11-21 13:53:55 UTC

I cut out the shape of the socks, converted them into smart objects and then increased the contrast so the shadows and contours of the sock were more visible.

ctrappl2 — 2022-11-21 13:55:04 UTC

Copy and pasted the sparkly texture into the shape of the socks.

ctrappl2 — 2022-11-21 13:57:17 UTC

Used multiply effect to create transparency so the shadows of the original sock show through and make the sock look realistic.
I also changed the colour of the original sock underneath to be slightly pink, so the shadows would be pink to match the sock colour.

ctrappl2 — 2022-11-21 14:00:32 UTC

For the fluffy sock it was the same process of putting the texture into the shape of the sock and using multiply effect.
However to make sure the edges were fluffy and looked 3D I had to create a custom brush to look like hairs, then stroke the whole area of the sock to outline everything with the furry brush, and them add the same texture as in inside of the sock.

ctrappl2 — 2022-11-21 14:07:49 UTC

For the custom brush stroke, I created a few random, overlapping hairs using the pen tool, then in brush settings set the Size Jitter, Angle Jitter and Roundness Jitter all to max. This made the brush randomise with every click and created realistic and varied hair texture which I could then put on the socks.

ctrappl2 — 2022-11-21 14:26:14 UTC

Created a star sun and moon design that is much simpler and elegant to match Comme Si's vibe better

ctrappl2 — 2022-11-21 14:27:09 UTC

First attempt at the patterned sock
Stars inspired by nightlife/partying
However I think this looks too simple and a bit like a children's sock

ctrappl2 — 2022-11-21 14:29:41 UTC

The pattern translated onto the sock

ctrappl2 — 2022-11-21 14:32:22 UTC

Decided that the orange and yellow were too similar colours and it was hard to see the pattern
The dark blue contrasts the yellow nicely and still gives an elegant feel.

ctrappl2 — 2022-11-21 14:39:50 UTC

Made the pattern gold glitter to add to the party feel

Final Sock Lineup

ctrappl2 — 2022-11-21 14:52:33 UTC

Photoshoot set up

ctrappl2 — 2022-11-26 16:00:37 UTC

Used a bedsheet as a back drop, I set up a box light and shot on iPhone as it was easy and all I had at home.
I sourced a bunch of funky party shoes from charity shops

ctrappl2 — 2022-11-26 16:05:52 UTC

ctrappl2 — 2022-11-26 16:06:04 UTC

I am pleased with how these photos came out. I styled the model in only white socks so that I can photoshop my sock designs onto them easily.

Planning how content could be used on social media

ctrappl2 — 2022-11-28 09:20:09 UTC

I also want to make examples of what their Instagram stories would look like, and show things like inspirations and styling tips for each sock, like they do for their actual collections.

ctrappl2 — 2022-11-28 10:31:46 UTC

cool way to display socks seen on Pinterest

Planner 5D mock up of store

ctrappl2 — 2022-11-28 14:36:51 UTC

I wanted to create a more visual example of what the store would look like.
Planner 5D is a free website I found which lets you create floor plans and see them in 3D.
I enjoyed considering how to lay out a store and thinking about where the customer would walk around and how to guide them. The free bar is at the back but directly visible, so will attract customers immediately but they will have to walk through and see everything to get there.
I placed display plinths at the windows so people would see from outside and be curious, as well as in sections to display the different sock collections.
The lounge area is more hidden and private (a sit down acts as a reward once you've seen the whole store) and is next to the bar, so customers can sit down while they drink - encouraging them to stay longer

ctrappl2 — 2022-11-28 14:37:09 UTC

ctrappl2 — 2022-11-28 14:37:35 UTC

The website only came with a certain amount of decorations and furniture that I could access. I chose items which closest matches Comme Si's aesthetic to suggest the style of decor that would be in the shop, and left empty spaces for where the socks would be displayed.

ctrappl2 — 2022-11-28 15:07:32 UTC

ctrappl2 — 2022-11-28 15:10:18 UTC

Used QRfy.com to create a unique QR code that links to the Comme Si website. For the actual event, there would be signs with different QR codes matching each sock collection, taking you straight to the website to buy the socks you're looking at.

Development of editing photos

ctrappl2 — 2022-11-28 15:28:20 UTC

ctrappl2 — 2022-11-28 15:29:18 UTC

Cutting out the shoes and socks separately, I edited their contrast and desaturated to make the shadows stronger and the silver not look yellow.

ctrappl2 — 2022-11-28 15:30:05 UTC

Copied the sparkly texture into the shape of the socks and used multiply effect so that the shadows of the original sock shoes through.

ctrappl2 — 2022-11-28 15:33:01 UTC

Same process of editing contrast and saturation, and copy and pasting the texture into the sock shape.

ctrappl2 — 2022-11-28 15:34:03 UTC

Using my pre-made fur brush texture to outline the socks

ctrappl2 — 2022-11-28 15:34:43 UTC

Putting texture onto the outline so everything matches and looks realistic

ctrappl2 — 2022-11-28 15:37:22 UTC

Putting solid blue colour onto sock with multiply effect

ctrappl2 — 2022-11-28 15:38:12 UTC

Mapping out the pattern in line with how the feel are positioned

ctrappl2 — 2022-11-28 15:38:54 UTC

Cutting out excess pattern and adding gold sparkles

Final photos

ctrappl2 — 2022-11-28 15:45:37 UTC

ctrappl2 — 2022-11-28 15:45:55 UTC

ctrappl2 — 2022-11-28 15:46:16 UTC

ctrappl2 — 2022-11-30 14:20:03 UTC

Tags are part of their branding - looks good when everything is cohesive

Online retail space

ctrappl2 — 2022-11-30 14:29:45 UTC

Their website is the main source of purchasing products. Everything is laid out well and clear, the website does it's job but doesn't stand out as a particularly exciting website. Everything is clean and within Comme Si's aesthetic.
I like how their instagram shop links to the website to encourage sales from another platform.

Notes from Aurora's talk on PR

ctrappl2 — 2022-11-30 14:43:03 UTC

ctrappl2 — 2022-12-16 13:45:02 UTC

Bag seen in Flying Tiger, inspo for patterned sock
Love the sparkly details