Microsoft HoloLens brings ecommerce and AR together

 In CraneMorley, Industry Insight

Microsoft HoloLens 2 has made its way into online retail shopping. In partnership with Microsoft, Salvatore Ferragamo has merged ecommerce and augmented reality technology.

Like many other retailers Salvatore Ferragamo have had to adapt to the pandemic. Customers are missing the opportunity to touch, feel, and try on their premium men’s footwear. Without the opportunity to present customers on the quality in person. Salvatore Ferragamo has transitioned into the next best thing, augmented reality.

How does this work?

Salvatore Ferragamo has created an augmented reality room on their website. Customers can view 3D models of their luxury footwear and customize their own made to order shoe. Imagine an interactive version of Nike ID in augmented reality. Users receive a 360-degree view where they can view their custom designed shoe from any angle. Other features include a disassemble option to view different parts of the shoe on their own.

Online Shopper at home viewing Salvatore Ferragamo disassemble feature

If customers need support like they would receive in a traditional store. They can request for assistance and a store associate will be able to assist as if they are there in real life. Salvatore Ferragamo disassemble feature helps employees walk through their hand crafting process. They can highlight parts in a way they never do before. HoloLens allows store associates to add that personal touch traditional online shopping misses. This unique one of a kind online shopping experience leaves customer feeling like they created a piece of art.

A split screen between Salvatore Ferragamo employee wearing hololens and customers at home

The Tramezza is the most exclusive shoe of Salvatore Ferragamo men’s footwear. To customize your own made to order shoe. Users select their shoes model, materials used, sole color, and buckle. The last personal touch customers can add is there name inside each shoe. If customers choose assistance from store associates. They will be able to “browse through the eyes of store assistant” and have their shoe built for them. At the end of this all, customers will see a digital twin of their shoe.

Silvia Candiani, CEO of Microsoft Italy describes this experience as an” increasingly pivotal role of new technologies also in the luxury market and particularly in fashion, a sector that prides itself on its tradition and craftsmanship”. There are many other ways this project can and have influence others. We already see the fashion industry adapt like Salvatore Ferragamo. Trade shows and showrooms have turn into augmented reality spaces.

This is the future of retail shopping and the future is now!

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