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Fossil Group launched its new Virtual Watch Try-On experience across several brand channels including Fossil.com and Watch Station. Expanding on its existing partnership with Tangiblee, the Fossil team rolled-out a web-based, markerless augmented reality feature for watches – a feature that does not require users to download a separate app or additional technical equipment.
Customers can place any Fossil watch on their wrist, with scaled accuracy, in just a few taps.
The Fossil eCommerce team & Tangiblee agreed the goal was to build a Virtual Try-On experience that preserves a seamless user experience while maintaining the highest level of accuracy. Fossil shoppers need only follow two single-tap steps on their mobile device in order to see a watch on their wrist.
The first step – measure your wrist width – allows customers to quickly measure the width of their wrist with their phone screen. The ‘calibration’ (measurement) step is not required for Tangiblee’s algorithms to properly work – but it offers an assurance to any watch buyer that what’s being displayed on their wrist is correctly scaled & properly situated.
The second step simply requires a few photos of a user’s wrist and the watch is virtually placed on the image. The user can engage with the watch by sliding it back and forth on the wrist, tapping the watch to see full dimensions, and zooming in on the watch dial. It’s easy, accurate, and quite fun.
Like it’s standard Contextual UX platform, (also deployed on Fossil’s product pages as Compare Size), Tangiblee required no 3D imagery or CAD files for the Virtual Try-On experience – and the feature rolled out on 1,800+ Fossil products a few days earlier than initially scheduled.
Tangiblee’s CEO, Eliad Inbar, said, “We’re excited to partner with such a wonderful collaborative partner and cannot wait to see what the usage & performance data reveals in terms of Fossil customers’ feedback as well as the impact to Fossil’s bottom-line.”
While Facebook and Instagram has been the forerunners in driving social media sales and communication, the crisis has also impelled fashion brands and retailers to explore cross-platform messaging and Voice over IP service providers to reach out to their potential audience. Footwear major Bata is betting on WhatsApp to allow consumers to shop from homes via chat with neighbourhood stores of the company.
The COVID-19 pandemic has completely rehashed what we knew was retail. The pandemic has plunged the industry into a crisis of unprecedented proportions and completely changed the way businesses will be compelled to function from hereon. As lockdown restrictions are eased and fashion retail resumes business again it’s clear that the change required is significant – as is the potential opportunity across segments.
“We got to work as coronavirus-struck with a sense of purpose of looking at how we can re-purpose our businesses…how can we re-purpose our factories and be prepared to work with the protocols of COVID-19? We did that. How do we re-purpose our product, that was done. How do we look at e-commerce as a different channel?” she further told PTI.
He also highlighted a new trend in attitude that has been witnessed post COVID – preferences have shifted from the widely prevalent ‘buy to throw fashion’ (fast fashion) to ‘buy to keep fashion’. “We have now seen a decrease in fashion elements in winning products across categories by 40 percent from same time last year. This means that people are now going for classics. In the context of luxury, we can say people are gravitating towards silent luxury than ‘bling’ luxury. For people now want to buy something and keep it for a longer time,” he said.
He has taught in various UK Higher Education Institutions lecturing Corporate Finance on the Buying and Merchandising Programs in Westminster University and Wealth Management on the MBA in Luxury Brand Management in Glasgow Caledonian University (GCU). He has been lecturing on the Postgraduate programs and Executive MBA (EMBA) in the Fashion Business School (LCF) within the University of the Arts London for over five years.
Instagram, especially, was already evolving into an influential sales channel for the fashion industry and the coronavirus pandemic has only amplified its hold. With a billion individuals accessing the app every month and about 2 million users visiting business profiles everyday, it is no wonder that more and more fashion brands are making a beeline for the app’s selling potential.
Partnering with Parley on a shared mission to use 100 percent recycled polyester in the products by 2024, the brand launched ULTRABOOST DNA PARLEY. These running shoes have a seamless knit upper that’s made with yarn spun from plastic reclaimed from beaches and coastal communities. Responsive cushioning returns energy to your stride. This product features Parley Ocean Plastic – upcycled plastic waste intercepted on remote islands, beaches, coastal communities, and shorelines, preventing it from polluting our oceans.
The app also rolled out the pilot for its highly anticipated ‘Checkout’ feature in March 2019 to 26 brands and retailers across beauty and fashion. In September 2019, it tested a new feature called Reminders — that allows fashion brands and retailers aout product launches and drops. Most of these features are still in the testing phase and are slowly getting rolled out to more brands in stages depending on their presence in Facebook and Instagram.
Talking about the partnership Carlo Centonze, CEO, HeiQ Group said, “HeiQ Viroblock is a special combination of our advanced silver and vesicle technology that has been proven effective against the human coronavirus 229E & SARS-CoV-2, causing COVID-19, with 99.99 percent reduction of virus in 30 minutes. It is a safe, hypoallergenic and patent pending technology. We are pleased to partner with Innovative Brand ‘Arvind’ in India to offer this technology across their range of products”.
A key strategy will be to utilise its omnichannel presence. Shopping over apps will surely increase in volume as people will now choose convenience plus safety. Brands need to up their online game with smooth UI, easy to use and browse pages, more product and style options, attractive product shoots, easy and fast delivery, convenient payment options, tamper proof and shielded packaging, etc.
In the next 6 to 8 months, with social distancing being the mandate, there has been a pause in social gatherings and people will continue working from home. As a result, the demand and purchase of apparel will reduce. There will also be a shift from the trends of fast fashion and occasion wear to value-for-money, comfortable and functional fashion such as antimicrobial garments, upcycled fabrics, breathable fabrics like cottons and linens, easy-to-manage knitwear, etc. However, given the fact that India has been in lockdown since March 2020 and a lot of consumers are hoarding pent-up demands, Gudwani feels that the market will see a short spike in the buying patterns, similar to what China has witnessed in terms of ‘revenge spending’.
The major Indian retail/ online brands have also shown great interest and registered themselves to source their requirement from this virtual platform. Those who have registered so far are Bombay Store Ltd, Synergy Lifestyles, Fab India Overseas Pvt Ltd, Goodearth Design Studio Pvt. Ltd., Reliance Retail, Walmart, Asian Paints Ltd, Raymond Limited, Sleepwell, Praxis Home Retail Ltd (Hometown), Trent Limited (West Side),Urban Ladder, Aditya Birla Fashion & Retail Limited and many more.
“This is the time to look at how we can re-look at our businesses, the purpose of business, what we are looking at, and if we can really continue to do what we are doing. And we have our heads up. That’s something that we are doing,” Dipali Goenka, CEO and Joint Managing Director, Welspun India Ltd told PTI.
Among potential opportunities, experts believe that COVID-19 crisis has given great impetus to convergence, collaboration and co-creation. “We should acknowledge our strengths and should focus on partnering by utilizing others’ business acumen. If there is an opportunity in terms of resources and space, then retailers must coordinate and collaborate. I for one would not mind collaborating with new categories like medicine, beauty, wellness or even salons, which will enhance services at my stores. It is the time to accelerate collaboration over competition,” says Lalit Agarwal, CMD, V-Mart Retail.