A deep dive into the future of fashion and the virtual power of retail

However, as the European summer provides some normality with store reopenings, not all brands are able to restart as they would like with the news that Arcadia Group, Peacocks and Jaeger, among others, will be closing all of their physical stores once it goes into administration. . The physical deterioration of the highway has many people questioning what will remain and whether brands can keep up with the changing pace and demands of today’s customers.

Drum launch it new retail space, CornerShop, as an interactive solution for industry. Aimed at providing a space for retailers and brands to explore, develop and test today’s future shopping innovations, the storefront aptly named after a staple corner store that stands out in most environments features a number of cross-platform experiences that tailor products and services to consumers.

The store acts as an experimental space to try out new innovations in the sector using real consumer feedback to monitor what is working, with the aim of piloting new inventions before their commercial use.

We take a look at the four main installations currently set up at The Labs that are propelling the retail sector forward.

1. Personalization enhancement

It’s no secret that customers are increasingly seeking customized and bespoke experiences as part of their shopping experience. Upon entering the store, consumers are immediately presented with a selection of pre-selected products based on personal preferences and previous purchases. Consumers can also control artwork, music, and lighting in specific locations throughout the store through apps that track their movement as they move around the store.

2. Voice-activated stylist assistant

It can be difficult to choose a pair of jeans and know which style suits your body shape. Fortunately, Amazon Fashion has created a virtual locker room to help consumers find the perfect pair of jeans by asking eight simple questions. The voice-based experiences available to try at The CornerShop are guided by the voice-activated personal assistant Alexa who will help consumers buy wisely without having to rummage through all the styles on the shop floor.

From Amazon’s experience, James Sparkes, creative director at Make’s Associates, the team that pitched this offering to the Lab says, From clothing to consumer electronics to car showrooms, voice user interfaces have the power to be more than just an attractive and fun way to shop. , but offers an interesting way to navigate digital product catalogs on a much more individual level. As the role of the store evolves, we see hybrid experiences like Discover Your Perfect Pair as an opportunity to reinvigorate the customer journey in more robust and personalized ways.

3. Virtual experiment

In an era where no one has the time to spare, let alone try on things that don’t fit, The CornerShop has taken the concept of trying on clothes virtually. Using a combination of Bluetooth Proximity, artificial intelligence (AI) and machine learning, this installation allows consumers to try an item without having to actually put it on their body. This technology recognizes the body and then places the consumer’s head on the clothes they want. With several style samples available in the store, customers can physically touch items to feel what they feel while trying them on virtually to see what they look like to enable a much more efficient shopping experience.

4. Circular mode

The store also runs a circular fashion initiative, encouraging shoppers to take off their old clothes in the store and exchange them for other used items or store credit. While many high-end stores have embraced this phenomenon, The CornerShop’s technology digitally assesses the quality of clothes as they are entered into the system so that customers can exchange them for something of similar value.

As highways will largely change, it’s no surprise that marketers must combine physical and digital practices to meet the changing needs of consumers. These are just some of the latest innovations that may appear in the retail sector in the future. Currently, this installation is still in an experimental stage and requires more interaction with consumers to understand what works and where the technology can be improved.