Op 27 januari 2006 is dr. Michiel Scheffer geïnstalleerd als lector Fashion Materials Design bij Saxion in Enschede. Het lectoraat en de bijbehorende kenniskring is gericht op het versterken van de wisselwerking tussen creativiteit, technologie en economie op het gebied van mode en textiel. Deze wisselwerking moet sterker tot uiting komen in het onderwijs en dient ook in samenwerking met het bedrijfsleven tot uiting te komen in een onderzoeksprogramma. Het lectoraat is ondergebracht bij de opleiding Fashion en Textiel Management binnen de Academie voor Kunst en Toegepaste Techniek in Enschede. Dr. Michiel Scheffer is economisch geograaf en is al vijftien jaar actief in de Europese kleding en textielbranche als onderzoeker, consultant en branchemanager. Dit boek bevat de tekst van de lectorale rede van Michiel Scheffer.
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An interactive full-length mirror that allows you to browse through an endless collection ofclothing and see immediately whether something fits you, including when you turn around, and which also allows you to send a picture quickly to your family and friends to hear what they think. This mirror is a technological development that is already possible and which is being introduced in fashion stores here and there. But how probable is it that this technological innovation will become a permanent feature of our shopping experience? To answer this question we shall describe the expectations that exist about the developments in shopping over the coming years. We shall then examine to what extent these developments already play a role in shopping now, in 2014. In order to maintain an overview, we shall introduce a typology based on the STOF model. All of the innovations mentioned are ultimately aimed at offering added value for the consumer, but who is that consumer and what does he or she need? An inventory of how the shopping consumer is regarded makes it clear that new perspectives are required in order to do justice to the complexity of the retail behaviour and the retail experience. Finally, we will briefly examine specific cross-media aspects of shopping, such as the multichannel strategy of retail outlets and the role of the physical store in relation to the webshop. We end by offering a research framework for the 'service encounter' in the retail process based on the concept of Servicescapes. This framework allows to chart and answer a number of essential questions surrounding the probability of innovations more systematically.
