Marketing 4.0 : Study with Case exmples, Study Guides, Projects, Research of Marketing

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Fashion

Marketing

Submitted by

Nasrin Banu

M. Soundarya

Priya Sarkar

Puja Kumari

Snigdha Badola

Tanushree Som

Table of

Contents.

Fashion Marketing 4.

Phygital

Digital Experience

Consumer Engagement

Hyper-Personalisation

Artificial Intelligence

Fashion Analytics & Intelligence

3-

8-

12-

16-

21-

24-

Nowadays, people use touch every day, on their smartphones, tablets, car dashboards, and so on. They are very familiar and comfortable with. A positive aspect of this technology is that companies can target a wide population since almost each generation are familiar with touch technology.

The use of face recognition is more than ever on the rise. It has evolved over the years to become extremely fast and accurate today. Face recognition is used in many different sectors and for many different purposes.

Gestures can originate from any bodily motion or state but commonly originate from the face and hand. Current focuses in the field include emotion recognition from face and hand recognition

Object recognition enables brands to engage with customers by giving them more information about an object or product. This can bring real added value to the customer experience

Almost everyone has a smartphone in their pocket today and especially millennials and Gen-Z. Brands have to take advantage of all these smartphones to engage their customers and interact with them.

Voice or speech recognition is another way to create Phygital experiences. Voice recognition is currently not very widespread but people are getting more and more used to it thanks to vocal assistances like SIRI and Amazon Echo, Alexa

With VR, the user is immersed in a simulated environment through the use of a headset. Whereas with AR, the vision of the user is not replaced but virtual items are added to it.

Radio Frequency Identification or RFID consists of wireless communication between an RFID tag (equipped with an antenna and a ship containing information) and an RFID reader which collects information from all the different tags and sends it to a back-end system.

The different technologies available to

create Phygital experiences

Cases of Phygital retail

Armani : Italian designer label Giorgio

Armani has made a deal with online retailer YOOX Net-a-porter to integrate the luxury group’s e-commerce site with its of physical stores. Its name as the “Next Era” partnership, which will run until 2025 , which will offer Armani customers access to all available to online and offline channels, and full integration is expected in 2022. Orders will be processed through YOOX NET-A-PORTER distribution network, as well as from distribution centres and ARMANI boutiques.

Nike : Nike opened a new flagship

store on the corner of Fifth Avenue in New York City in 2017 .The Phygital space allows customers to arrive at the store location and use a touch-screen interface to design their own sneakers. Ultimate Phygital retail experience, the custom-designed shoes are created on the spot in less than 90 minutes for the consumer. Also, Nike app has the feature of scanning the QR code placed on the mannequin to get the merchandise mannequin is wearing delivered to the nearest fitting room.

This collaboration will give customers full visibility of the season’s entire collections and would enable them to view a wider assortment and shop all available products, whether they are stocked in boutiques or online.

JioMart : It is an online-to-offline (O 2 O) marketplace which enables consumers to buy groceries online and pick them up in a local store. The local stores are equipped with Jio digital point-of-sale machines that are used for digital transactions and inventory management. The stores will source grocery items from nearby merchants rather than a warehouse, which is how Amazon usually operates.

Amazon : Amazon in India

strikes partnership with the

country's 20 , 000 kirana stores,

in order to achieve the 'phygital'

blend that is becoming the key

component in the race for

dominance. As during this

pandemic time online

businesses have been

beneficial for small retailers

whereas the wide reach/network

of kirana stores in India offers a

pre-established storage and

distribution facilities, and

significantly reduces operational

costs associated with

transportation, warehousing and

shipping.

Digital

Experience.

A digital experience is an interaction between a user (customer, partner or employee) and an organization that is possible only because of digital technologies.

Fashion Marketing 4.

DIESEL have announced the launch of HYPEROOM, a digital platform and exhibition space conceived by its parent company OTB to facilitate efficient—and inviting—fashion buying in the new world.

The HYPEROOM by OTB has been conceived to create immersive and emotional engagements with buyers and vendors.

To digitally recreate the selling process, Diesel have enabled remote buying sessions through enhanced and comprehensive digital assets. As a result, buyers will be involved in a complete journey that goes beyond the typical showroom appointment.

From there, a multi-faceted arena of interactive components unfolds. Buyers can explore, viewing mood videos of the Spring and Summer 2021 collections, which spotlight the key looks and drops of the season. Hallmark clothing and accessory pieces are rendered in 360- degree displays. Detailed 2D closeups with product descriptions will also be available.

A particular focus is dedicated to denim, the centre of DIESEL’s heritage. There will be 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.

The experience starts with a digital window, which creates an emotional connection with the viewer while simultaneously showing the mood and the most iconic pieces offered.

To finalize an order, there is an easy-to-use interface that will provide the buyer with an overview of their selections. Throughout this virtual trip, a live DIESEL vendor will be connected with the buyer, speaking to the collection and walking the buyer through the process.

HYPEROOM underscores three essential pillars: digital acceleration, positivity and sustainability. With this new buying platform DIESEL will be significantly reducing the number of clothing samples created to go on display in showrooms, as well as reducing the need to travel to view new collections.

Diesel ‘Hyperloom’

In order to grab pedestrian attention on the streets of New York, clothing and accessory brand, Kate Spade, launched a 24-hour interactive window display allowing customers to browse items via a touchscreen display. Customers could then purchase any time of the day straight from the sidewalk, with purchased items delivered within one hour.

WhatsApp is introducing a new shopping carts feature that lets you order multiple items with a single message from businesses on the service. It works in conjunction with the service’s existing catalogs feature. Now, while browsing a business’s wares, you can add multiple items to your shopping cart and send the entire order in a single message, replacing the back-and-forth communication that needed to happen previously. The feature will be available globally starting today.

Whatsapp Shopping Cart

Kate Spade Interactive Window

. Sephora : The Brand Sephora invites beauty influencers like Ouai haircare’s jet Atkin and Christophe Robin Paris for a Facebook live session. They have made use of live videos to host Q and A sessions. These experts talked about beauty tips and trends, which encouraged many customers to ask questions and interact with the brand. Their quick responses and direct messages over social media engaged the customers with the brand.

Opportunities for Direct communication through

technology that makes customer lives easier

With Facebook, Twitter, and Instagram live sessions, it became much easier for the brand to engage the audiences in real time and improved customer’s experiences. The goal of Sephora’s mobile app is to give customers the tools they need to help them feel confident in making a purchase – whether in-store or online – without necessarily needing to speak to a sales representative. Sephora’s Pocket Contour Class offers tips on how to properly apply Sephora’s products and can recommend which products are right for a variety of skin tones. Further educational content is available on Sephora’s website and mobile app and on their catalogues.

Exchange Rewards with Actions

Overstock.com

Rewards on writing reviews: The company has an entire Rewards-for-Reviews system set up to generate more reviews for the brand and create more opportunities to engage with their customers. As the customers get reward points in exchange for writing reviews on the items they have purchased. Overstock Launched Club O a membership program, for a free 30-day trial after which a membership costs $19. per year. Individual can sign up, purchase and get free shipping regardless of the size of the item along with 5% rewards back on each purchase.

Overstock Takes Their Members to Dinner: Overstock decided to take it further by taking members to dinner along with other spectacular rewards. As a Club O member, customers can also earn cashback for eating at certain restaurants that Overstock often makes suggestions based on their postal code.

Odd Rewards Expiry Windows and Credit Cards: One of the reasons Club O is so appealing is that the cashback rewards customers earn for making purchases never expire. Overstock offers credit cards to its shoppers.

Hyper-

Personalization.

Chatbots

Chatbot is a chatterbot that simulates human talk through text and voice notes, images, videos, conversational forms, feedback forms, and much more. It works like messaging apps where a robot talks like a human against any query of the customers.

Hyper personalization is the most advanced way brands can tailor their marketing to individual customers. It’s done by creating custom and targeted experiences through the use of data, analytics, AI, and automation. Through hyper-personalization, companies can send highly contextualized communications to specific customers at the right place and time, and through the right channel. I

Chatbot picks what they need and shows them related products that will help consumers to select more and more things. All the queries even colors, size, other matching stuffs, and till the price, the chatbot helps and suggests them in all stage without wasting a single minute. This is how the chatbots works for the online fashion industry

Fashion Marketing 4.

.

LV Digital Assistant chatbots leverage AI technology to gives customers a more “sophisticated, personalized, visual and conversational online shopping experience for each client” via Facebook, where Louis Vuitton counts more than 23 million followers.

about the world of LV and help with the logistical concerns (such as product care instructions and store locations). The chatbots allow users to share products with Facebook friend and get votes on what to buy.

The chatbot addresses a wide range of questions, it can suggest an ideal item from the brand’s online product catalogue, provide users with more information

Aerie

Clothing and lingerie retailer Aerie by America Eagle Outfitters is another developer of chatbots for the Kik messaging app. Considering their popularity among the younger Millennials and Gen Z, it makes sense for them to jump on the new technology. The chatbot allows users to browse products based on personal preference, like a lot of other ecommerce bots. But the really unique feature is their THIS or THAT option – users are shown an image of two different style and simply have to press “This” or “That” to narrow down their tastes and find the right

Louis Vuitton Chatbot on Facebook Messenger

A virtual try-on offers customers a realistic, personalized product presentation in seconds. Customers can try out dozens of

the products instantly, and even get related product recommendations, encouraging up sales. Quality face tracking of virtual try-on allows them to get the realistic picture in real-time, even if they move their head around. This makes the overall user experience better and more

personal. In return, customers are more likely to buy from the same brand again and again.

Virtual Try-on Features:

 Try before you buy  Try in any location

 Save time  Match it with different outfits

 Consult with friends

VirTry use technology to bring their virtual try-on to life, as well. Using their mobile application, users can virtually try different type of glasses and headphones on in seconds. They can browse through the collection, create a list of their favorites and compare the different products side-to-side. Thanks to precise tracking and realistic 3D models, the try-on feels like looking in the mirror.

Facial Recognition And

Virtual Try-on

Oriflame: The company Oriflame has

developed an award-winning virtual makeup app that lets users virtually apply lipstick, mascara, eyeshadow, blush and eyeliner, and get a real-time view of how they look. After finding heir favorite products, customers can add them to their shopping cart without the need to visit physical store, communicate with without the need to visit physical store, communicate with salespeople or feel pressure to decide on the spot. Users can also take selfies and post & share them with their friends on

social media. 19

Diamond Hedge: trying

jewelry with a mobile app:

The global diamond seller Diamond Hedge launched a virtual try-on their gemstones on their webpage. where customer can take (or upload) a picture of a hand, their customers can see themselves in rings decorated with different shapes, design cuts, and

colors of diamonds.

The first step is to scan your hand by tapping followed by choosing the ring and placing it on your fingers to check how it looks.