Anna Zabrotskaya, co-founder of Fashion Law Russia, took part in the Milan Summit dedicated to modern digital technologies, their application in the fashion world and interaction with the buyer. This review focuses on the most interesting novelties presented in the European fashion capital.
Recently, modern technologies have a tremendous impact on all areas of life. The fashion world is no exception. The trend towards active interaction between these industries is evident: from the fact that modern gadgets like the Apple Watch have become new art objects and appear on the covers of Vogue, to the fact that luxury shopping has become available in one click, without leaving home, thanks to these gadgets.
According to statistical studies, 160 million purchases are made online in the Russian market every year, and the average time spent shopping online is 15 minutes. The participants of the annual Fashion Summit in Milan solved the problem of how to capture the consumer's attention in these 15 minutes and use it for effective sales. Representatives of fashion brands (Brunello Cucinelli, Gucci, Moncler, Philipp Plein, Pinko, and others) shared information on how they use digital marketing tools to promote their brands. The three giants of online retail (Farfetch, Mytheresa, and Net-a-Porter) discussed how they provide a high level of service when purchasing luxury goods online. And young inventors showed what else they have come up with to make the interactive world of fashion better and more accessible. We will tell you about the most memorable novelties of this year.
1. Wide Eyes Technologies and visual search technology
Research by Wide Eyes Technologies has shown that 44% of online buyers use a text search query that does not achieve the desired result in 80% of cases. This means that up to 80% of sales are not made. The b2b company's concept, which is based on creating visual technologies in fashion, helps customers find what they want and prevents hundreds of brands from losing potential customers. Visual technologies of artificial intelligence will allow you to scan a favorite publication on the Internet in detail, find a piece of clothing, shoes, or an accessory depicted on it and put together a similar look, or copy it completely.
2. Pictofit or virtual fitting room
Pictofit is a smartphone app that allows you to not only view clothes in an online store, but also try them on. To do this, you need to upload a photo of yourself, select the clothes you like, and «put them on» in the photo. The app shows how the clothes should look on you, and it also allows you to create looks, collages, and share them in your profile like a social network. If you don't want to upload your photo, you can use the existing models in the app. The developers believe that Pictofit will not only help customers make the right choice, but will also provide them with exciting entertainment, which will serve as an excellent advertising tool for fashion brands. Currently, the app is already working with H&M, Top Shop, Net-a-Porter, and Miss Selfridge, whose New Year's collections can be tried on right now.
3. xShüu Technologies or 300 pairs of shoes
The company's commercial says, «How much would you pay for 300 pairs of shoes?» Probably a lot. However, xShüu Technologies offers to buy just one pair, but only the one that uses their patented material. This is a truly innovative invention: a special electronic paper display that can be used in the production of shoes, bags, and other accessories and items. This paper is connected to a special application using low-power Bluetooth technology, where the user can choose different colors, drawings, and patterns displayed on the paper display, completely changing the appearance of the product itself. xShüu Technologies has released the first collections of such products (shoes, bags, and glasses) in collaboration with Volvorii, a company that operates in the Chinese market. However, the young inventors have already attracted the attention of the Adidas Group, global print media such as The Economist, and have won The Fashion Pitch competition in Milan.
4. Else Corp or a virtual boutique
An Italian B2B startup has developed a cloud-based platform for «virtual trading» that does not require warehouses or ready-made products. The concept involves the development of multiple shoe models, the selection of materials, and the inclusion of various decorative elements that customers can view in the seller's corner and customize to their liking. Once the customer's measurements are taken using a specialized scanner, a virtual foot model is created, which is then printed on a 3D printer and used to create a personalized pair of shoes. The described business idea allows the seller to minimize costs while providing an individual approach to each customer.
Recently, modern technologies have a tremendous impact on all areas of life. The fashion world is no exception. The trend towards active interaction between these industries is evident: from the fact that modern gadgets like the Apple Watch have become new art objects and appear on the covers of Vogue, to the fact that luxury shopping has become available in one click, without leaving home, thanks to these gadgets.
According to statistical studies, 160 million purchases are made online in the Russian market every year, and the average time spent shopping online is 15 minutes. The participants of the annual Fashion Summit in Milan solved the problem of how to capture the consumer's attention in these 15 minutes and use it for effective sales. Representatives of fashion brands (Brunello Cucinelli, Gucci, Moncler, Philipp Plein, Pinko, and others) shared information on how they use digital marketing tools to promote their brands. The three giants of online retail (Farfetch, Mytheresa, and Net-a-Porter) discussed how they provide a high level of service when purchasing luxury goods online. And young inventors showed what else they have come up with to make the interactive world of fashion better and more accessible. We will tell you about the most memorable novelties of this year.
1. Wide Eyes Technologies and visual search technology
Research by Wide Eyes Technologies has shown that 44% of online buyers use a text search query that does not achieve the desired result in 80% of cases. This means that up to 80% of sales are not made. The b2b company's concept, which is based on creating visual technologies in fashion, helps customers find what they want and prevents hundreds of brands from losing potential customers. Visual technologies of artificial intelligence will allow you to scan a favorite publication on the Internet in detail, find a piece of clothing, shoes, or an accessory depicted on it and put together a similar look, or copy it completely.
2. Pictofit or virtual fitting room
Pictofit is a smartphone app that allows you to not only view clothes in an online store, but also try them on. To do this, you need to upload a photo of yourself, select the clothes you like, and «put them on» in the photo. The app shows how the clothes should look on you, and it also allows you to create looks, collages, and share them in your profile like a social network. If you don't want to upload your photo, you can use the existing models in the app. The developers believe that Pictofit will not only help customers make the right choice, but will also provide them with exciting entertainment, which will serve as an excellent advertising tool for fashion brands. Currently, the app is already working with H&M, Top Shop, Net-a-Porter, and Miss Selfridge, whose New Year's collections can be tried on right now.
3. xShüu Technologies or 300 pairs of shoes
The company's commercial says, «How much would you pay for 300 pairs of shoes?» Probably a lot. However, xShüu Technologies offers to buy just one pair, but only the one that uses their patented material. This is a truly innovative invention: a special electronic paper display that can be used in the production of shoes, bags, and other accessories and items. This paper is connected to a special application using low-power Bluetooth technology, where the user can choose different colors, drawings, and patterns displayed on the paper display, completely changing the appearance of the product itself. xShüu Technologies has released the first collections of such products (shoes, bags, and glasses) in collaboration with Volvorii, a company that operates in the Chinese market. However, the young inventors have already attracted the attention of the Adidas Group, global print media such as The Economist, and have won The Fashion Pitch competition in Milan.
4. Else Corp or a virtual boutique
An Italian B2B startup has developed a cloud-based platform for «virtual trading» that does not require warehouses or ready-made products. The concept involves the development of multiple shoe models, the selection of materials, and the inclusion of various decorative elements that customers can view in the seller's corner and customize to their liking. Once the customer's measurements are taken using a specialized scanner, a virtual foot model is created, which is then printed on a 3D printer and used to create a personalized pair of shoes. The described business idea allows the seller to minimize costs while providing an individual approach to each customer.