DIGITAL

When technology meets retailing in Luxury Fashion Stores

by

Alexandre Niepce

|

This is the featured image caption
Credit: This is the featured image credit

New digital developments promise to radically enhance the consumer in-store experience

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

New digital developments promise to radically enhance the consumer in-store experience

In each new launched luxury shop, especially in fashion, a specific identity has been developed, dedicated and built. First, to remain coherent with the brand’s spirit and second, to give each new store its own specificity. What about the room on the back, this place where all the buying process takes place in customer’s mind, the fitting room?

At the age of a current digital revolution, many ideas come up when it has to do with retail in fitting rooms. I have heard about this still developing process, described in both videos, that allows displaying a fake decor and changing it instantly at will.

What about applying this technology in luxury fashion fitting rooms where the customers would then be able to adapt the atmosphere of the place to the clothes they are trying. You could, for example, imagine yourself at a formal reception, in a meeting, on the street, at a party, at home, even playing golf or somewhere on the beach and look at yourself to see how it fits you. The idea is to transport the customer wherever he wants to have a precise idea of how it would fit on this specific environment, just like testing your clothes outside the shop, before buying them and even without moving from where you stand.

Alexandre Niepce

Alexandre Niepce

Business Developer

Bio Not Found

DIGITAL

When technology meets retailing in Luxury Fashion Stores

by

Alexandre Niepce

|

This is the featured image caption
Credit : This is the featured image credit

New digital developments promise to radically enhance the consumer in-store experience

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

New digital developments promise to radically enhance the consumer in-store experience

In each new launched luxury shop, especially in fashion, a specific identity has been developed, dedicated and built. First, to remain coherent with the brand’s spirit and second, to give each new store its own specificity. What about the room on the back, this place where all the buying process takes place in customer’s mind, the fitting room?

At the age of a current digital revolution, many ideas come up when it has to do with retail in fitting rooms. I have heard about this still developing process, described in both videos, that allows displaying a fake decor and changing it instantly at will.

What about applying this technology in luxury fashion fitting rooms where the customers would then be able to adapt the atmosphere of the place to the clothes they are trying. You could, for example, imagine yourself at a formal reception, in a meeting, on the street, at a party, at home, even playing golf or somewhere on the beach and look at yourself to see how it fits you. The idea is to transport the customer wherever he wants to have a precise idea of how it would fit on this specific environment, just like testing your clothes outside the shop, before buying them and even without moving from where you stand.

Alexandre Niepce

Alexandre Niepce

Business Developer

Bio Not Found

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