The world has changed and market is forced to evolve while trying to meet new needs and changing habits. The impact of Covid-19 has obliged everyone to keep a distance from each other bringing an abrupt change in carrying ahead simple working and living practices. The fashion industry and the retail sector had to adapt to these changes thereby obliging companies, brands and insiders to start developing and testing new online platforms, multimedia tools and contents to carry ahead sales campaigns, order placing, purchases and transactions remotely while replacing “old” selling practices.
Liu Jo’s first steps
Among the brands that pioneered this new direction is Liu Jo, which focused on a special evolution that made the selling process happen online while mixing business and entertainment activities that could involve and increase its sales force’s efficiency. The first tests started on June 10 through its Liu Jo Shoes division. Eli, a footwear company based in the Marche region of Italy collaborating with Liu Jo, took its first steps in this direction by organizing a virtual “sales meeting” and launching its “Liu Jo Dream On” digital show. All of these activities could be experienced through a dedicated website that broadcasted an apparently real news program completed by music refrains and a voiceover commenting on the broadcasted services.
Liu Jo s/s’21 presentation
The show, lasting about 30 minutes, featured Liu Jo’s CEO Marco Marchi and Eli’s CEO Maurizio Croceri, along with technical presentations and special unboxings including stylists’ presentations and comments by various personalities including Chiara Ferragni who presented the brand’s s/s ’21 collections online and a new digital showroom created to sell the s/s ’21 collections.
Liu Jo will also offer its sales network technical information about next seasons, video contributions by Marchi as well as the marketing and merchandising teams, digital layouts, seasonal moods and new platforms through which collections can be seen in every detail, while its sales team can provide tailor-made support to its clients.
Welcome to Diesel’s hyperreal planet
Diesel has just launched its Hyperoom digital platform and exhibition space conceived by its parent company OTB to facilitate buying all of the holding’s brands.
“The year 2020 has sparked an urgency to accelerate what we can offer and accomplish in the digital space,” said Massimo Piombini, Diesel’s CEO. “With this tool we have set a new benchmark for the industry, in regard to digital transformation. Our Hyperoom is the ultimate virtual buying experience.”
The new platform aims to create immersive and emotional engagements with buyers and vendors. To minimize the fact that exchanges will now occur in a non-physical space, the order-taking process is highly streamlined. Every brand of OTB Holding is now hosted on Hyperoom, though it retains its own style, personality and values through a customized section of the platform.
Diesel’s own virtual space is crafted upon the brand’s showroom image in Milan. Buyers visiting it are digitally involved in a journey that goes beyond the typical showroom appointment. The experience starts with a digital window showing the mood and the most iconic pieces of the season. Buyers can explore, viewing mood videos of the spring and summer 2021 collections, including key looks and drops of the season. Clothing and accessory pieces are rendered in 360-degree displays and completed by detailed 2D close-ups with product descriptions.
A particular focus is on denim with a dedicated virtual space with “video fits” of each style, along with high quality rendered images to reproduce the touch and feel of the physical product.
To finalize their orders, the buyers will have an overview of their selections. Throughout this virtual trip, a live Diesel vendor will be connected with the buyer, speaking about the collection and walking the buyer through the process.
This new buying platform also will help the company act more sustainably as it will reduce the number of clothing samples created to display in its showrooms, while reducing the need to travel to view them. According to Diesel’s estimates the savings this platform could yield are extensive as an average return flight from Milan to London generates around 0.30 tonnes of CO2eq, one to New York City around 1.79 tonnes of CO2eq and one to Shanghai 2.50 tonnes of CO2eq.
How Haikure goes B2B
Starting July 15 Haikure will disclose its digital omnichannel strategy based upon a new B2B platform that will present the new s/s 2021 season through some engaging experiences.
Through a virtual catwalk designers will express what inspired them to create the collection presenting, for instance, some podcasts. Also new for this platform is a digital showroom that will present the main novelties of the season plus other digital tools and services. “The aim of the project is to transform social distancing into an online experience that can help establishing a direct dialogue between customers and Haikure’s sales network,” commented Federico Corneli, Haikure’s owner.
Why virtual is the new real
Virtual Showroom is another digital service recently developed by FFW Srl, an Italian company that manages online activities for various brands including Sundek, MSGM, D.A.T.E., Chiarini and Roy Rogers, but also physical stores including SOTF and Playground in Florence. Tommaso Andorlini, an expert insider of the fashion and sportswear business, co-founder and CEO of SOTF and Playground, and owner of FFW Srl, has developed a new digital tool that can be used by both agents and retailers for placing orders during sales campaigns. It was originally used to find what products are available in store thanks to RFID technology placed in each one. Since then the software has become more elaborate can be used for additional functions.
An image from Virtual Showroom by FFW Srl
“Thanks to our Virtual Showroom tool we can create content for a company’s different sales channels. Today companies manage their channels–including e-commerce, virtual showrooms and online replenishment systems–in different ways, distinctly and through different responsible people. This obliges them to create and control contents more times while spending huge investments and energy. By creating sample collections for our Virtual Showroom companies can manage pre-sales campaign and e-commerce solutions more effectively,” explained Andorlini.
“Our system is very easy to use and our technology, differently from other business systems, is based upon a simple B2C platform, very similar to the one used by e-commerce websites. This can help us work according to a system all users are already familiar with; companies shall not train those who will use it; and contents are very clear and easy-to-use.”
This platform can be managed by agents and clients who can visit it and see images or videos showing ad campaigns and products and also tutorials about navigating the website, and also use it for promoting specific articles and product lines. It includes various sections such as digital stores, interactive installations and a 3-D digital showroom that can be personalized with décor pieces, colors and elements that reflect each brand’s specific identity.
Virtual showroom Holubar
Moreover, single users of the platform, once they are logged in, can visualize statistics and performance of the ongoing sales campaigns. They can also download excel files containing data about orders, bestselling items and brands. Among the companies that will soon use this system are Chiarini, D.A.T.E. and Holubar.