Integration And Interaction: Digital Innovation Of Global Fashion Stores

Integrating multiple functions such as product display, interactive experience and art appreciation, global fashion stores are evolving into a special architectural language expression. Huali think tank released the 2021 global fashion store digital innovation research report, which screened and sorted out the latest cases of digital innovation of more than 40 fashion brand stores in China.

Digital fitting room, immersive interactive scene construction, virtual use device and vending machine constitute the digital facilities of the store. For the traditional fitting room, there are many pain points: for example, when calling the shop assistant, there is no timely response, and it is not convenient to go out of the fitting room to find clothes again. In addition, we hope to keep the appropriate personal space, do not need unnecessary communication and so on. In a sports brand store in Shanghai, there are three different styles in the fitting room of women's clothing area, including natural light, yoga room and gymnasium, to meet the needs of customers to experience the effect of clothing in various scenes. Each fitting room is also equipped with a consultation button to ask store staff for help at any time.

A luxury store in France has four high-tech dressing rooms with transparent digital "mirrors". Through the mirror, customers can watch the show video or activity video of the selected products to fully understand the product materials. At the same time, the mirror can directly show the details of the goods, and customers' dissatisfaction can be deleted directly online, thus saving the times and time of the clerk to pick up the goods. After seven months of pilot digital services, the brand decided to extend the project to more stores.

A U.S. retailer has opened a fashion and lifestyle smart store in Los Angeles. Among them, the most "intelligent" experience is its dressing room. Brands can customize their own fitting room projection background, so that customers can match their clothes under the background and light in line with the brand positioning.

The construction of immersive interactive scene is to provide rich product experience scenes, interact with customers, and deepen the impression of "functionality" and "fashion" of the brand. For example, a 3D online virtual store launched by a beauty brand has "copied" its new flagship store in Paris intact to the line, setting up seven scenes that can be explored, such as store entrance, perfume area and fragrance area. For different products, customers can click to watch videos, purchase links and text introduction. Products sold in the store include perfume, scarves, scented candles, gift boxes and body care products.

A down jacket brand has set up an "ice gap" channel in a store in Canada. The floor is made of digital glass panel. People will trigger the sensor when they go up, which will produce the effect of "ice crack". At the same time, there is an ice room in the store, which will be surrounded by severe cold, surrounded by digital curtain walls and real snow on the floor. The minimum room temperature is - 20 ℃, so that people can directly experience the effect of cold proof clothing.

Denmark's well-known toy building block brand opened a limited time flash store in London and introduced AR technology. There are no clothes on display in the store, but customers can scan the QR code on their mobile phones, enter the virtual boutique, walk freely and explore space on the mobile screen. DJ stations, street game machines, and limited edition clothing from building block models have appeared.

The virtual trial device makes it convenient for customers to compare the effects of different products. For beauty products, it can avoid repeated make-up and remove makeup, and experience the face effect, but it is hygienic and safe.

For example, a cosmetics store in Shanghai has set up an AR trial device "virtual make-up magic mirror" in its new concept store, which can test face, eyes, lips and eyebrows, covering seven categories: blush, foundation, eye shadow, eyeliner, eyelash, lip gloss, eyebrow pencil, etc. customers can choose various products according to brand, texture or color, And "magic mirror" will help you try different painting methods, show makeup tutorial and so on.

Hairdressing brands have also launched ar virtual hair color testing service. When buying hair dye products, customers can first open the image recognition application on the mobile phone to recognize the products to be purchased, and the background will link the product information to the brand's AR technology platform, and finally realize the virtual hair color test.

There is no doubt that vending machines provide customers with the opportunity of self-service shopping, which makes the brand break away from the restrictions of stores. It can display products and provide sales services in the airport, shopping malls and other scenes.

(source: Beijing Youth Daily)