By partnering with the Reactive Reality platform, the brand will offer its customers an online customer experience of virtual fitting, thanks to an avatar.
The online fitting room by Hugo Boss.
Between gaming influence and personalized customer service, Hugo Boss intends to energize its brands by drawing inspiration from modern codes of luxury. The firm has thus joined forces with Reactive Reality, which specializes in online solutions, and its virtual fitting platform PITCTOFiT to allow its customers to try on its collections on its site via a personalized avatar.
Here, the digital silhouettes can be adapted according to the morphology of the user to reproduce as faithfully as possible the physical rendering of the clothes. Thanks to augmented reality, the technology will make it possible to imagine the wearing of the piece in different ways, in particular in superposition with other articles.
This initiative comes as Hugo Boss has recently optimized its website and much more linked the digital world to the real world at a time when the Covid-19 crisis has disrupted consumer habits. “It’s understandable that some consumers don’t yet feel confident or capable enough to venture into physical stores. […] We know the global pandemic has dramatically accelerated the fashion retail market and we want to help retailers meet the demands of consumers looking for new ways to shop online.” explained Stefan Hauswiesner, CEO and co-founder of Reactive Reality.
The project comes at a time when the Hugo Boss group is operating a complete repositioning of its brands. New green road mapactivations on TikTok, collaboration with Aston Martin… The company continues to work on major premium consumer trends, embodied in sustainability, technology and experiential.
