Fitch is a branding and retail consultancy that has developed 12 "Experience Themes" to help brands design experiences that connect with consumer needs and lives. The themes are based on analyzing data from 650,000 consumers on their perceptions of over 21,000 brands. The themes address the core needs of comfort, belonging, independence, and progress. Fitch works with clients like Lynk & Co and Adidas to apply the appropriate themes to shape distinctive brand experiences that differentiate in their industries.

1. EXPERIENCE
THEMES
Designing The Future

2. 01
How do you codify experience?
No one cares about the thing anymore.
It’s what the thing can do for me.
© 2019 FITCH
02
Experience Themes

3. The truth is that people
are shifting away from
buying things and towards
buying access to things.
This could mean going somewhere
meaningful, subscribing to something
instead of buying it, or shared
ownership. The sharing economy
demands that brands find the bigger
value that lies beyond simply putting
products on shelves.
© 2019 FITCH
03
Experience Themes

4. “Everything has to work together. The design,
the product, the service – they should all be
aimed at triggering consumer engagement.”
Alexandre Lemmonier, Consumer and Market Intelligence Director, L’Oréal
“Experiences define our lives. They add a new
aspect to how we live, building our character.
For a brand to engage at the level of experience,
it must be comfortable with less structure.”
Margaret Barron, Vice President Global Brand Marketing, Circle K
© 2019 FITCH
04
Experience Themes

5. Everything you do must connect deeply with people,
their lives, and how their lives are changing.
That all sounds very nice, but how the hell do you
do that... and still sell the stuff today?
© 2019 FITCH
05
Experience Themes

6. Experience is bigger
than marketing.
An experience is the journey that
starts when a person first feels a
need and ends when that need is
achieved. It might take 10 minutes
or 10 months.
We have identified the four big
needs that guide a person’s journey:
COMFORT
BELONGING
INDEPENDENCE
PROGRESS
To connect authentically, they should
feel confident they will satisfy one or
more of these needs with you.
© 2019 FITCH
06
Experience Themes

7. The need for comfort speaks to people who
desire calm, wellbeing and control.
At these times, a person is seeking
compassion and generosity, leadership and
responsibility, or creativity and imagination.
WHEN A PERSON NEEDS
COMFORT
© 2019 FITCH
07
Experience Themes

8. LIKE MCLAREN
IN LONDON
LIKE LEGO
IN ORLANDO
LIKE LUSH
IN LONDON
RETREAT
Design an experience that heals,
nurtures and empowers people
SHRINE
Design an experience that people
are proud to be a part of
KITCHEN
Design an experience that helps
people express themselves
WHEN A PERSON NEEDS COMFORT
THERE ARE THREE THINGS A BRAND CAN PROVIDE:
© 2019 FITCH
08
Experience Themes

9. The need for belonging speaks to people
who desire security and connection and who
want something enjoyable to belong to.
At these times a person is seeking passion
and appreciation, empathy and realism,
or joy and generosity.
WHEN A PERSON NEEDS
BELONGING
© 2019 FITCH
09
Experience Themes

10. WHEN A PERSON NEEDS BELONGING
THERE ARE THREE THINGS A BRAND CAN PROVIDE:
LIKE ANTHROPOLOGIE
IN NYC
LIKE IKEA SPACE 10
IN COPENHAGEN
LIKE ARÇELIK
IN ISTANBUL
STAGE
Design an experience that
shows people something fun
BOUDOIR
Design an experience that makes
things fit the individual perfectly
CAMPFIRE
Design an experience that
brings people together
© 2019 FITCH
10
Experience Themes

11. The need for independence shows up when
a person desires freedom and fulfilment, and
they want something that sets them apart.
At these times a person is seeking ways to
see things in a fresh light, or wisdom and
intelligence, or ambition and exploration.
WHEN A PERSON NEEDS
INDEPENDENCE
© 2019 FITCH
11
Experience Themes

12. WHEN A PERSON NEEDS INDEPENDENCE
THERE ARE THREE THINGS A BRAND CAN PROVIDE:
LIKE TESLA
IN SYDNEY
LIKE IKEA
WORLDWIDE
LIKE TESCO
IN LONDON
LAB
Design an experience
that finds what's new
OBSERVATORY
Design an experience that
imagines a better world
CAMPUS
Design an experience that
educates and inspires
© 2019 FITCH
12
Experience Themes

13. The need for progress shows up when
a person desires skill and dynamism,
and they want to master something
that helps them win.
At these times a person is seeking radical
ways of changing the game, or competence
and courage, or unexpected ways that
dreams can come true.
WHEN A PERSON NEEDS
PROGRESS
© 2019 FITCH
13
Experience Themes

14. WHEN A PERSON NEEDS PROGRESS
THERE ARE THREE THINGS A BRAND CAN PROVIDE:
LIKE NIKE
IN BEIJING
LIKE LYNK CO
IN GOTHENBURG
LIKE HAMLEYS
IN MOSCOW
MAGIC CARPET
Design an experience that
makes dreams come true
PLAYGROUND
Design an experience that
shakes up conventions
ARENA
Design an experience that
challenges people to set
and beat goals
© 2019 FITCH
14
Experience Themes

15. And so these are
the twelve FITCH
Experience Themes.
When you choose the right themes and
blend them with your brand positioning you
create a unique experience signature.
BELONGING
INDEPENDENCE
COMFORT PROGRESS
© 2019 FITCH
15
Experience Themes

16. 02
How does data make it real?
Insight without data
is just guessing.
© 2019 FITCH
16
Experience Themes

17. Experience Themes is powered by
BrandZ, the largest database of
consumer opinion on brands in the
world. The result is a unique insight
into what 650,000 people want
from over 21,000 brands globally,
and guidance on how each brand can
design its own distinctive experience.
We’re road testing Experience Themes with a few
close clients, building provocative rule-breaking into the
experience, heightening the role of play, or changing
the way customers engage with the brand.
© 2019 FITCH
17
Experience Themes

18. 1
2
For example
© 2019 FITCH
18
Experience Themes

19. 1
The future of the
automotive world.
Experience in the automotive world is
usually serious. When you look at the
consumer data, people expect most car
brands to be about teaching, exploring
or achieving. Not much fun, not much
creativity, not much magic.
Experience in
the automative world
Ford
Honda
Mercedes
Toyota Volkswagen
© 2019 FITCH
19
Experience Themes

20. THE BRIEF
“Create the un-car for
a new generation.”
Lynk Co wanted to be different.
Really different. If the automotive
conventions went in one direction,
Lynk Co wanted to go the
other way.
BE MORE
VISIONARY
Imagine a better world
by encouraging people
to be optimistic about
what they can do.
BE MORE
REBELLIOUS
Shake up conventions
by showing people
how to put the old
world behind them
and make new rules.
BE MORE
COMMUNAL
Bring people together
by creating an environ-
ment of respect,
fairness and equality.
CHOOSE THE THEMES THAT DELIVER
THE BRAND AND CREATE DIFFERENCE
Experience Theme:
—
PLAYGROUND
Experience Theme:
—
OBSERVATORY
Experience Theme:
—
CAMPFIRE
© 2019 FITCH
20
Experience Themes

21. © 2019 FITCH
21
Experience Themes

22. 2
The future of the
sports apparel world.
Experience in the sports apparel world is
very similar. It promotes pride in finding
new achievements. Nike set the standard
two decades ago and everyone in the
category (including adidas) obediently
follows its lead.
Experience in
the sports apparel world
Nike
adidas
© 2019 FITCH
22
Experience Themes

23. BE MORE
PROVOCATIVE
Challenge people to
beat their goals by
helping them set
targets and rewards
for mastery and
courage.
BE MORE
CREATIVE
Help people express
themselves by inspir-
ing them to take risks
and experiment.
CHOOSE THE THEMES THAT DELIVER
THE BRAND AND CREATE DIFFERENCE
Experience Theme:
—
KITCHEN
Experience Theme:
—
ARENA
THE BRIEF
“Challenge creators
to join forces.”
The adidas brand positioning appeals to creators –
the teams and individuals that come together
to make something new and startling. The experience
needs to be more creative, and more
explicit about its ability to set
and beat goals.
© 2019 FITCH
23
Experience Themes

24. © 2019 FITCH
24
Experience Themes

25. “Everyone appreciates a good experience –
the rich, emotional reaction to the product
and brand – and those people who appreciate
it most tend to be on a journey of discovery.”
Simone Sweeney, Vice President Global Retail Development, LEGO
“The experience is something customers
can’t get anywhere else. Our staff are critical
to that experience, so the store has to be an
inspirational space for them, too.”
Uschi Sauer, Director Retail Marketing, adidas
© 2019 FITCH
25
Experience Themes

26. ATLANTA
PHEONIX@FITCH.COM
BEIJING
CHINA@FITCH.COM
COLUMBUS
COLUMBUS-STUDIO@FITCH.COM
DELHI
DELHI@FITCH.COM
DUBAI
DUBAI@FITCH.COM
HONG KONG
HONGKONG@FITCH.COM
LONDON
LONDON@FITCH.COM
LOS ANGELES
LOSANGELES@FITCH.COM
MOSCOW
MOSCOW@FITCH.COM
MUMBAI
MUMBAI@FITCH.COM
NEW YORK
NEWYORK@FITCH.COM
PARIS
PARIS@FITCH.COM
PHOENIX
PHOENIX@FITCH.COM
SHANGHAI
CHINA@FITCH.COM
SINGAPORE
SINGAPORE@FITCH.COM
For more about the future
of experience in your
category, get in touch.
© 2019 FITCH
26
Experience Themes

27. Designing the Future.
FITCH is the world's leading
brand and retail consultancy.
We shape brand experience
signatures that help our clients
connect, adapt, innovate and grow.
www.fitch.com
—
@FITCHdesign
—
FITCHglobal
—
FITCH
© 2019 FITCH
27
Experience Themes