Online shopping is trying to become less and less virtual and more and more like a real experience. It is in this direction that the collaboration between Google Cloud and OTB Group, the group founded by Renzo Rosso that brings together brands such as Diesel, Maison Margiela, Jil Sander and Marni, is moving. The idea is to transform the classic e-commerce purchase into a much more immersive experience, where the customer can see a garment on his or her body in a realistic way, experiment with pairings and even interact with a digital version of the fitting.
The new technology developed for Diesel uses artificial intelligence to recreate an experience close to that of the traditional fitting room, but directly from a smartphone or computer. Through the Virtual Try-On system, in fact, users can observe how a garment fits on their physique, assess its proportions and fit, and even visualize it in motion, obtaining a much more concrete perception than the classic static images of online shops.
However, it is not just about digitally “trying on” an outfit. The platform also makes it possible to build complete outfits, modify styling, and remotely engage with brands’ sales assistants, who thus become increasingly similar figures to virtual personal shoppers. A strategic direction that comes at a complex time for the fashion system, grappling with slowing consumption and the need to make the retail experience more engaging and personalized.
As Il Sole 24 Ore reports, Renzo Rosso explained, “I have always believed in technology as a strategic lever capable of amplifying human talent, a tool at the service of people and creativity. In this scenario, Artificial Intelligence represents an extraordinary opportunity to make the customer experience more immersive, engaging and personalized. We wanted to offer our teams even more effective tools to ensure the highest level of service and build closer, more authentic relationships with customers. Thanks to a technology partner of this caliber, we were finally able to create a fully tailored product and tool to shorten the sales process.”
Matt Renner, president of Google Cloud, added, “Technology expresses its full potential when it solves real-world challenges for the customer. This collaboration demonstrates how Google Cloud’s artificial intelligence can enhance the role of retail teams to go beyond standardized transactions and provide customers with personal shopping experiences on a global scale.”
[📸 Instagram: diesel]
