Apr 25, 2023

I cover fashion, luxury and the metaverse from Paris and London. Got it! Snap In-store augmented reality (AR) mirrors, artificial intelligence (AI) powered styling meets made to measure tailoring, and automated nonfungible token (NFT) creation are being deployed by retailers to take customer service to the next level. Snap gets physical Retailers are already using Snap’s Augmented Reality (AR) Enterprise Services (ARES) Shopping Suite, integrating its 3D Viewer interactive product visualization experience, AR Try-On and AI powered Fit Finder into their online experience. Latest addition to the suite is a physical one. AR Mirrors brings the AR experience to stores and events where customers can virtually try on products, create and share content, and learn more about the products. Retailers like Men’s Wearhouse and Nike have already trialled Snap’s AR Mirrors to enhance their in-store experience while another platform making physical AR mirrors is Zero 10 — currently partnering with Tommy Hilfiger in London, Milan and Berlin stores. According to Snapchat community research, brands that create such innovative experiences are 82% more likely to be recommended to others. Snap is also extending the tech outside of fashion. It’s partnering with Coca-Cola on the prototype for an AR enabled vending machine offering AR experiences and rewards. MORE FOR YOU Zegna Zegna takes customer service to the next level Zegna has extended its ongoing technology partnership with Microsoft. Zegna X combines the latter’s digital and Artificial intelligence technology with Zegna’s made to measure service into a configurator with an AI powered styling facility. The configurator can visualize products from the Zegna catalogue in all available colors and fabrics, adjusting garments to a customer’s specific measurements while artificial intelligence or computer learning can suggest options based on the client’s tastes and requirements. Both digital and AI aspects will be deployed in conjunction with the brand’s global network of human style consultants who will use it to ramp up their customer service. Off line, the experience is bookable on an appointment only basis at Zegna’s Montenapoleone flagship store in Milan. It will also be rolled out to select stores worldwide. As of 2024, the Zegna X configurator will arrive on zegna.com allowing consumers to customize looks using their personal devices. According to a statement by Edoardo Zegna, Zegna’s chief marketing, digital and sustainability officer, Zegna X offers “a new benchmark for the ultimate level of luxury clienteling, connecting data through AI, personal storytelling and product creation.” Shiseido created an AI-powered NFT community program using Exclusible's Highloop tool. Shiseido/Exclusible Exclusible launches automated digital collectible creation Web3 platform Exclusible has launched a tool called Highloop that automates the creation and distribution of digital collectibles aka nonfungible tokens (NFTs) on either Polygon or Ethereum blockchains. Highloop has already been piloted by sports car manufacturer and Formula 1 racing team Alpine and Japanese cosmetics company Shiseido. The Highloop service is geared to Web2 brands and businesses who want to start transitioning to a Web3 model but who lack their own Web3 skillset or infrastructure. “Many brands don’t have the technical know-how or massive budgets to hire agencies,” explained Exclusible co-founder Olivier Moingeon. Beyond the new Highloop platform, Exclusible is working directly with brands to build out custom Web3 loyalty programs.