{"id":10194,"date":"2020-08-12T15:22:55","date_gmt":"2020-08-12T13:22:55","guid":{"rendered":"https:\/\/havas.cz\/?p=10194"},"modified":"2022-09-05T16:33:27","modified_gmt":"2022-09-05T14:33:27","slug":"how-technology-is-reshaping-fashion-retail","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/h-commerce-en\/how-technology-is-reshaping-fashion-retail\/","title":{"rendered":"How technology is reshaping fashion retail"},"content":{"rendered":"\n

TikTok holds its own fashion month<\/strong> <\/p>\n\n\n\n

While fashion shows are perturbed due to social distancing, TikTok<\/strong> wants to establish itself as a major digital channel for the luxury sector alongside historical social networks. TikTok is moving to fill the void with its very own online fashion month and has announced that it is partnering with luxury giants like Louis Vuitton<\/strong> or Saint Laurent<\/strong> to bring users a series of live-streamed runway shows, exclusive drops, capsule collections, styling tips and even an after party. Brands are constantly looking for new ways to reinvent the fashion industry and TikTok is progressively establishing its position as a go-to place for fashion and style.<\/p>\n\n\n\n

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Welcome in the virtual showroom<\/strong><\/p>\n\n\n\n

The visitors of Hyperoom<\/strong> can move around the virtual space and check out merchandise in 360-degree views. Clicking on products pulls up windows of information and rotatable images. The brand paid particular attention to its hallmark denim products featuring high-quality multimedia.<\/p>\n\n\n\n

The launch arrives as the fashion world looks to ways of facilitating changes without physical venues. The Parisian<\/strong> luxury house \u2013 Balmain<\/strong> announced the opening of a virtual showroom featuring the new collection with a 3D avatar of the house\u2019s designer Olivier Rousteing that will guide the visitors around this virtual journey.<\/p>\n\n\n\n

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Burberry<\/strong> has created a virtual and interactive pop up store in collaboration with Elle Digital Japan<\/strong>. A shopping concept fully mixing digital and physical experiences. This interactive store is actually a replica of the brand flagship in Tokyo – Ginza store<\/strong>. Some touchpoints are marked by the brand logo, allowing users to watch short styling films staring the Japan model and actress Elaiza Ikeda<\/strong>. The aim is to give the customer some tips to help him visualizing its items.<\/p>\n\n\n\n

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French<\/strong> luxury maison Dior<\/strong> has revealed its newest AW2021 Haute Couture Collection on 6 July, 2020, via a digital showcase. At 16:30 GST, Dior live-streamed a poetic film directed by Matteo Garrone that presented the complete collection.<\/p>\n\n\n\n

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New fitting solutions for fashion industry<\/strong><\/p>\n\n\n\n

Gucci<\/strong> reveals Snapchat<\/strong> AR sho- try-ons. Snap Inc has unveiled an augmented reality shoe try-on this month, and Gucci has become the first brand to step into the tech. The luxury fashion Brand featured an AR lens in- app that overlayed a digital version of its shoes onto a smartphone user\u2019s feet, along with a \u201cshop now\u201d button. Gucci also sponsored a limited-edition pair of Snapchat Spectacles<\/strong>, the company\u2019s camera-equipped wearable, in a collaboration with director and visual artist Harmony Korine.<\/p>\n\n\n\n

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Zoot<\/strong>, a Prague-based<\/strong> fashion app, has launched a new taxi service that enables customers to order a set of clothes to try on at home. Taxis visit customers within a day, and follow all the necessary sanitary measures to keep the drivers, surfaces and clothes clean. <\/p>\n\n\n\n

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Bold Metrics,<\/strong> a start-up specializing in body-data, has announced the development of Contactless Fit,<\/em><\/strong> an AI-powered solution for apparel brands to connect customers to clothes that fit them best according to individual body shape and size.  <\/p>\n\n\n\n

Customers simply answer 4-6 questions, either on a stand-alone tablet or directly on their phone. Bold Metrics<\/strong> uses eight years of data and best-in-class machine learning algorithms to accurately predict a customer\u2019s best size. Contactless Fit<\/strong> is a first-to-market solution by Bold Metrics<\/strong> that easily integrates into the in-store experience to help shoppers find the right size without ever physically trying on the clothes. <\/p>\n\n\n\n

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H&M<\/strong> has launched an AI-powered personal styling app<\/strong> called  \u201cSorted<\/strong>\u201c in the UK. Dedicated to men, the app is offering the same kind of services that a personal stylist: shopping advices, inspirations. Customers let the \u201cH&M stylist<\/strong>\u201c know their preferences, their characteristics, budget etc. Then the algorithm finds the most relevant and tailor-made looks in the entire man\u2019s collection. The app uses both human stylists and AI data to provide customers with guidance. A specific functionality allows the user to like or unlike products, also enhancing the accuracy of the propositions. The app already has over one million users<\/strong>.<\/p>\n\n\n\n

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Facebook seizes opportunity from Amazon<\/strong><\/p>\n\n\n\n

Facebook<\/strong> has taken another step into social commerce and introduced a new feature called Facebook Shops<\/strong>, allowing smaller retailers to turn their social media profiles into digital webshops. Small retailers can set up a single storefront that gives them a presence on Facebook and Instagram<\/strong>, with the ability to engage in conversations with customers via WhatsApp<\/strong>, Messenger<\/strong> and Instagram Direct<\/strong> messaging tools.<\/p>\n\n\n\n

Facebook Shops not only enables retailers to upload their catalogue through Facebook-owned platforms but also introduces the ability to do Live Shopping \u2013 selling products via live-streams with influencers. Facebook Shops empowers smaller businesses by allowing them to be present online. At the same time, the new feature accelerates the adoption of the shoppable features on Facebook’s own platform, which has been under from Amazon in recent years. <\/p>\n\n\n\n

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Gamin \u2013 a hot new advertising platform for fashion brands<\/strong><\/strong><\/p>\n\n\n\n

Fashion brands have flocked to the virtual world during the pandemic, and one of the hottest fashion spots is a virtual animal village in Nintedo<\/strong>‘s game Animal Crossing: New Horizons<\/strong>. Companies like Net-a-Porter, Gucci, Dior<\/strong> and Burberry<\/strong> are seizing on a feature that lets people dress their avatars in custom clothing.  <\/p>\n\n\n\n

100 Thieves<\/strong> \u2013 a lifestyle and e-sports organisation where apparel drops are notoriously hard to get into \u2013 made the decision to release its entire collection in-game. The frenzy for branded skins and avatars in-game is so intense that Animal Crossing <\/strong>is seeing the rise of influencers specializing in Animal Crossing fashion. The Instagram account, Animal Crossing Fashion Archive, showcases all the best in-game fashion pieces. <\/p>\n\n\n\n

This pique in interest for digital fashion comes at a time when the pandemic has increasingly been forcing the industry, from fashion weeks to photoshoots, online. The biggest video game of the lockdown has become a new home for fashion lovers only confirming the acceleration of gamification trend in the fashion industry. <\/p>\n\n\n\n

Reference Festival,<\/em><\/strong> a Berlin-based<\/strong> <\/strong>fashion organization, is taking Animal Crossing\u2019s fashion potential one step further with a virtual fashion show of Animal Crossing <\/em>avatars dressed up in current season looks inspired by Loewe, Prada<\/strong>, and GmbH. <\/strong><\/p>\n\n\n\n

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