For decades, successful off-the-rack brands have fought over the latest fashion-industry talent. We joined forces with one of the world’s largest fashion retailers, the parent company behind Zara, to create a new, one-of-a-kind recruitment experience.
Kicking off the collaboration, our team interviewed internal stakeholders at Inditex to understand their vision and priorities. By sketching and envisioning various opportunities together, we redefined the recruitment process from the ground up. But what about the potential recruits themselves? From co-creation workshops we learnt that millennials widely prefer designing with traditional, tactile materials, and look for multisensory experiences. Digital experiences certainly play a role in the creative process, but are most effective when they are enhanced by a captivating physical space.
The result of our collaboration is SUYT (Show Us Your Talent), an immersive and unique 360° experience to pique the curiosity of talented designers, interested in working in new ways. A pod of enclosed booths, each fitted with an interactive tablet and pen, SUYT encourages fashion designers to get their creative juices flowing during the hands-on part of the recruitment process. Applicants can create their own atmosphere, choosing everything from colors, to lighting, to music, so they feel inspired and confident – as if they were working in their own studio.
The SUYT pilot toured through Barcelona, Milan, London and Paris throughout 2017, creating a buzz of organic news and social media attention that boosted brand awareness. Moreover, candidates were better prepared and better qualified than in the past.
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