Paola Giovanna Baruffaldi

Retailing to Millennials: a Design Thinking Approach to Millennials Behavior and Fashion Business for La Rinascente Paola Giovanna Baruffaldi

For a fashion business to have the desired impact, it?s crucial to gain a deep understanding of the people it will be serving?not only what they need and desire, but what limitations they face, what motivates them, and what?s important to them. Based on a Design Thinking approach, the study of life experiences of Millennials worldwide and in Italy, resulted in the rethinking of retail space and merchandising selection for La Rinascente (an Thai owned Italian retailer operating upscale department store founded in 1865). This book aims to identify the intrinsic behavior of Millennials and deliver a direction on fashion business model and retail versus space design significance.