Luxury brands embrace digitalization, intelligent shirts and robots

As luxury brands tend to be conservative from the cultural level, most luxury brands initially adopt a cautious, conservative, and even refusal attitude toward various new things with the core of the Internet. However, after the rapid development of the Internet industry in recent years, the Internet as a future trend has been recognized by many luxury brands, and most luxury brands have begun to take a positive and optimistic attitude. "We have found that although the overall luxury industry is relatively conservative, it takes only three years from exposure to complete acceptance of a new Internet model. Usually, about 10% of luxury brands in the first year will try and accept new Internet innovations. By the end of three years, the popularity of the model will exceed 80%, without exception.” The Internet is changing the entire luxury goods industry, many brands have paid great attention and invested a lot of manpower and material resources in the field of digital communication, although they may affect the brand image due to concerns. And offline sales, some luxury brands are cautious about Internet-based product sales, but there is no doubt that the era of comprehensive digitalization of luxury brands has come. The reporter collected and sorted out cases that have occurred in the industry in the past year. From these events, we can find that the interactive shopping experience that integrates digitalization, big data, and smart technology has brought about the seemingly cold and high-end luxury products. Keep up with the times. Ralph Lauren: Smart Shirts and Dressing Glasses Ralph Lauren Corp., the largest luxury goods company in the United States, is at the forefront of technology. The company launched a smart Polo shirt more than a year ago and boldly combined smart somatosensory detection with traditional shirts to automatically acquire the user’s heart rate, respiratory rate and calorie consumption, and pass the small Bluetooth on the shirt. The module's PIN code automatically synchronizes the data to the user's phone or tablet. Synchronization of data enables exercise consumption monitoring. Last year, the company once again accelerated the integration of technology and apparel retailing, and launched an intelligent interactive fitting room at its Fifth Avenue flagship store in Manhattan, New York. The fitting room was established by the technology startup company OakLabs. It is said that the mirror of the smart Dressing Mirror is equipped with a recognition technology that can identify the RFID chips on the clothing labels that consumers bring into the fitting room. Consumers are free to choose the audition lighting and scenes, and see the effect of trying on the clothing under different lighting conditions such as “The Fifth Avenue of the Day” and “Polo Bar at night”. If consumers are satisfied with the product, they can buy it directly. If they are not satisfied with trying on other styles and colors, they can also choose through the touch screen of the fitting mirror, and the sales staff will be reminded to send the required clothing to the fitting room. . If consumers are still hesitant, they can send a product link to their mobile phone via SMS so that they can decide later. In addition, the smart interactive fitting room is automatically translated in multiple languages, including Spanish, Portuguese, Chinese Mandarin, Japanese, and Italian. OakLabs stated that the smart fitting mirror will collect data and record the fitting time, purchase conversion rate, etc., and track the SKU data and feedback the above data to the sales team to make a specific reflection. The application of technology allows online convenience and offline experience to be combined to allow people to enjoy shopping in physical stores. LV's 3D Print Shop Many brand retailers like to open a POPUPSHOP store in a new city or area to test whether it is appropriate to open a new store. French luxury brand LouisVuitton (Louis Vuitton) has also made such an attempt. However, unlike the average flash shop, it opened a 3D-printed flash shop last year in Sydney, Australia, as the display platform for the brand's latest men's collection. This is also the first 3D print retail guerrilla store in the world. According to statistics, the store is located in Westfield Shopping Centre in Sydney, with a total area of ​​968 square meters; the structure is made of chrome-plated mirror-finished self-adhesive vinyl and decorated with a unique LouisVuitton animal motif, displaying the brand's Spring/Summer 2017 collection. Pay tribute to the artist Chapman brothers. The supplier completed the construction of the shop in just 18 days. Because the flash store is usually short lived, if it fails to attract the customer's attention in the first place, it can basically only declare failure. And this 3D shop can win the eye. Sephora: Makeup Mirrors Sephora, a cosmetics retail chain owned by LVMH, introduced its "Sephora Virtual Artist" app to Asia at the end of last year. As early as 2014, Sephora cooperated with ModiFace of Canada and used AR (reality enhancement technology) to create an application software that supports trial makeup. This software can display 3D effects of cosmetics on customers' faces in real time and take the lead in the Italian market. Trial. It is reported that customers only need to download the software. The built-in “AR Magic Mirror” can capture facial features, and click on all kinds of cosmetic eyeshadow lipstick on the screen of the mobile phone. The camera can “smear” these cosmetics on the face through “video streaming”. The accurate position, the customer turns the head can observe the dynamic effect of makeup from different angles. The general manager of Sephora Italy stated that this makeup mirror is a major technological breakthrough that makes it easy for customers to make trials in the store. It not only saves customers the trouble of trying on makeup, but also helps Sephora to save preparations and makeup tools. cost of. An overseas managing director of the Sephora Digital Division said that the application uses state-of-the-art technology that will truly change Sephora's customer shopping experience. It is reported that landing on the Asian market "mirror makeup mirror" has been improved on the basis of the previous, in addition to consumers can try more than 3,000 kinds of lipstick, virtual try to wear false eyelashes, but also online learning beauty virtual tutorial. Sephora is not the first beauty makeup company to make a mock test. Previously, Shiseido and L'Oréal have developed such software. TOMMYHILFIGER: Artificial Intelligence Robot Tommy Hilfiger, a wholly owned subsidiary of PVHCorp., a world-renowned fashion retailer, launched a TMY.GRL chat robot in September 2016. Users can use Facebook's chat feature to interact with robots. Thanks to artificial intelligence technology, TMY.GRL will learn to understand each consumer's preferences, background and intentions, and be able to better predict consumer behavior, provide accurate matching content, information, and intervene in the user's instant search. The robot can immediately respond to the user's extensive inquiries, and the user's actual purchase and payment process is based on the tommy.com security environment. At the same time, all interactions will remain in a single thread of user conversations, including the consumer's final purchase confirmation session. “The digital revolution has become a strategic center for democratizing our show floor, and the TMY.GRL robot on Facebook instant messaging software will show even greater reach, making it possible for global consumers to participate and personalize.” TommyHilfiger company said.

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