Home / Knowledge / News / Apparel/Garments / AFS examines ways to enhance customer satisfaction
AFS examines ways to enhance customer satisfaction
May '13
Elevating service and delivering superior consumer experience were key areas of focus on the opening day of this year’s Asia Fashion Summit (AFS). While retailers and fashion businesses are facing challenges across the globe, there is also ample opportunity for brands to enhance the consumer experience, speakers said. 
In particular, businesses could stand out by providing “differential disruptive service” and focus on Next Generation Staff, Destination Thinking, and the integration between Physical and Digital stores, said keynote speaker Ruth Marshall-Johnson, Head of Consultancy, WGSN. 
Held from 15 to 17 May as part of the Asia Fashion Exchange (AFX), AFS is organised by the Textile and Fashion Federation of Singapore (TaFf) and supported by SPRING Singapore. 
Speakers this year include senior executives from brands like LVMH, Abercrombie & Fitch, Galeries Lafayette, Giordano, Zalora, Bata, Front Row Group, Goods of Desire and many more. 
TaFf President, Mr. Benny Pua, said at the welcome address, “The foundations for success are built long before a customer even walks into the store. Whether you are a buyer, a marketer, designer, or the head of HR or supply chain, you need to be ahead of industry trends. You need to understand how to attract, train and retain good service staff. You need to know how to communicate and differentiate your brand, and build a compelling store experience.” 
This year’s AFS pays special attention to service. Today’s programme included results of a new piece of research commissioned for AFS 2013. Conducted by market research company GfK, the Service First study found that the Luxury retail segment offered the best service – and that service was generally better on weekdays than on weekends. 
Aimed at finding out the strengths and weaknesses in service staff among retailers in Singapore, GfK examined 40 stores. A “mystery shopper” visited each store twice; once on a weekday and once on a weekend, and scored the stores on several aspects of service. 
GfK recommends that stores strengthen training even for temporary staff, design protocols to manage “floating” staff on weekends, and schedule administrative tasks before or after opening hours. Soft skills should also be a key area of focus, said Nehal Medh, Managing Director, GfK Consumer Experiences.

Must ReadView All

Courtesy: Michael Kors

Fashion | On 25th Jul 2017

Michael Kors to acquire Jimmy Choo

Global fashion luxury brand Michael Kors Holdings Limited has reached ...

Apparel/Garments | On 25th Jul 2017

VF Corp posts $2.4 billion revenue for Q2 2017

VF Corporation has recorded revenue of $2.4 billion, up 2 per cent,...

Textiles | On 25th Jul 2017

Egypt signs agreement with UNIDO for cotton production

Egypt has signed a €1.5 million ($1.74 million) cooperation agreement ...

Interviews View All

Studio Priyanka Rajiv

‘To reinvent the age-old tradition of embroidery to suit demographics and...

Vasanth Kumar
Max Fashion India

‘Traditional high-street retailers are now willing to offer franchisees to ...

Sonia Agarwal

‘The terms eco-friendly and organic are common but everyone perceives them ...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Marcel Alberts

Coating at a fibre level is a practice not usually seen in the...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Planning to Take the Leap towards

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search