Engineering and fashion do not generally co-exist in the same space, which is what makes Ministry of Supply so unique. By using technology to create the next generation of men’s garments, this brand is currently taking customer engagement to new heights by successfully blurring the lines between two very different industries.
Through a host of innovative processes that includes thermal imaging, pressure mapping, and strain analysis, Ministry of Supply is designing a customer experience for stylish individuals on the move. Founded by former MIT engineering students, Ministry of Supply stands as an example of how a brand can transcend industry standards, design superior products, and offer exceptional customer experiences all at the same time.
During CXNYC 2015, Forrester’s conference for customer experience professionals, Kit Hickey, Ministry of Supply Co-Founder and Head of Experience, was welcomed on stage to discuss the customer-centric approach that drives the brand’s innovative engineering-based fashion designs.
Typically in the fashion industry, designers often work under pressure to continually launch new seasonal collections at a very rapid pace. This system, as it currently operates, rarely allows time to collect customer feedback, which is a major inefficiency. Hickey noted that this is why nearly 50% of all clothing purchases are discounted.
Ministry of Supply’s mission, however, is to remove many of the inefficiencies afflicting the industry, which it does by taking a scientific approach to fashion design.
“We stress the hypothesis model,” Hickey said. “Fashion is really something that needs to be tested and validated. Fashion designers do not have all the answers. It is really up to the organization to test a hypothesis, get the customer feedback, and really understand if the hypothesis is correct, or if you should course correct.”
Other industries, many far removed from the fashion industry, routinely conduct similar hypothesis based product testing. And Ministry of Supply looks to these sources for inspiration. The auto industry, for example, heavily researches the form and function of every product before it hits the market.
“We really tried to understand what systems the auto industry had in their product design, how they incorporated customer feedback, and how they untimely arrived at a product that the market wants,” said Hickey.
This rigorous process uncovered three core components of product design that are now fundamentally incorporated into the brand’s foundation. The first is research and ideate. The second is design and prototype. The third is test and redesign. And this process is cyclical. Every product design incorporates a continual feedback loop to keep products on target at every phase. This continual refinement also helps ensure an optimal customer experience.
“The product, as we think of it, is never really done,” said Hickey. “We are always taking customer feedback, we are always thinking about how we can improve the product, and always looking for ways to get closer to the customer.”
By combining analytical design, advanced materials, and technical manufacturing know-how, Ministry of Supply has succeeded in setting itself apart from the competition, and identified a unique fashion niche that has yet to be fully explored.
Of course, these specifics categories and core competencies will not be relevant to all brands, but Hickey believes that the same rigorous approach that Ministry of Supply used to define itself, and its processes, is highly relatable to others.
Ministry of Supply stands as a prime example of how a bit of genre blending, outside the box industry thinking, and a systematic product design process can help any brand define itself and find customer engagement success along the way.
About the Author: Mark Johnson
Mark is CEO & CMO of Loyalty360. He has significant experience in selling, designing and administering prepaid, loyalty/CRM programs, as well as data-driven marketing communication programs.