The uncertain future of the fashion industry is now well on its way through the digital transformation path of the future. Since the outbreak of the pandemic earlier this spring, luxury fashion brands were forced to retool their business models by means of technical disruption. This disruption is designed to enrich the customer experience through an immersive and very high-resolution experience. The customer experience is now even more immersive and tailored to customers. Welcome to the new reality of retail shopping.
In reviewing various business disruptive strategies of over the last eight months, I believe the most advantageous choice is liquidity, and having the will to adapt and change to a customer-centric model. The transformation process involves digital technology which helps restart and innovate for the final customer. Clearly, it is a time where fashion brands will be required to challenge expectations of what is developing in the pipeline for big project thinking. I can assure you as a day is long, this decade will be a consumer-centric decade where technological advancements will bring dreams into reality.
The Tramezza construction shoe by Salvatore Ferragamo is the most exclusive segment of Salvatore Ferragamo men’s footwear. Let me put it this way; if footwear were a luxury car, this would be the Mercedes SL 550. A combination of prestige detailing, clean lines, quality materials and comfortable fit is a testament to the craftsmanship and tradition of the Salvatore Ferragamo heritage brand —spanning almost a century. Innovation and craftsmanship have always been two fundamental elements of Ferragamo Heritage, which the Florence-based fashion house is proud to present.
Thanks to the Microsoft Azure Cloud platform and HoloLens 2 mixed reality headset, the Made-to-Order Tramezza service is innovating by making the experience of customization and online purchase of Salvatore Ferragamo men’s shoes even more engaging. Salvatore Ferragamo relies on Microsoft and its technological partner Hevolus for its digital transformation path, to enrich the customer experience and meet the expectations of increasingly digital customers. Upon watching the video, I conclude that the brand is fearlessly fine moving into the future frontier!
“Craftsmanship and innovation have always distinguished our Tramezza shoe collection and thanks to the collaboration with Microsoft and Hevolus, we will be able to assist our customers even more effectively, offering highly immersive and personalized experiences. The Tramezza - Future Of Craft project is part of our digital transformation path aimed at constantly innovating the service to our customers and is already offering significant benefits in various areas: from the optimization of the customer journey in an omnichannel perspective to better management of space in physical stores, from the simplification of purchasing methods to better customer service, up to a rise in conversion rates. We look forward to introducing the new service to our customers around the world, and we will meet them in the coming months through exclusive in-store events in 20 countries, from Milan to London and Paris, from Tokyo to Hong Kong, to the Mexico City and São Paulo ", said Micaela le Divelec Lemmi, CEO of Salvatore Ferragamo.
Thanks to Microsoft's Cloud Computing and Mixed Reality technologies, upon which Hevolus's Augmented Store at Home platform is based, the brand will offer an innovative service to its customers. With this service, they will be able to choose and customize the Tramezza men’s shoe collection, and it will be used in-store or online . More to the point, by browsing in a dedicated web application based on the Azure cloud, customers will be able to visualize the digital twin of the shoes on their screen and interact with their accurate 3D reproduction to customize materials, colors, details and finishes. It is as if you are designing yourown custom Made-to-Order Tramezza.
The service allows you to:
• Choose from four Tramezza models (Baron, Barclay, Brighton, Ronald), five materials - from Betis to suede, crocodile leather, lizard, crocodile nubuck - and nine colors;
• Customize the sole by choosing the color;
• Choose the buckle
Here is where it gets real interesting. The platform also allows you to start shared interactive sessions in augmented reality, during which a client advisor can enter users' virtual room wearing Microsoft's HoloLens 2 holographic computer or the store device to support them during the choice and configuration of the model that is most suitable for their needs and during customization phases.
Thanks to the Mixed Reality of Microsoft HoloLens 2 and the Azure Spatial Anchors, the client advisor can visualize the selections made by the customer, lead the experience and remotely assist the configuration process, the creation of the wishlist and the order management. Finally, at the end of the experience customers can also visualize the digital twin of their shoe in augmented reality.