Chanel and Farfetch have unveiled the Boutique of Tomorrow digital innovation pilot project, the epicentre of which is the brand’s flagship store in Paris at 19, rue Cambon 19, the largest in the French capital.
Chanel has already signed a long-term agreement Farftetch, aimed at developing the digital services of chanel.com. Now the Parisian flagship store, opened a year ago, acts as a bridgehead for a new concept of omni-channel, based on the scanning of the QR code by sales people, a total of fifty, for which an ad hoc app has been created , while another is addressed to customers.
In practice, also thanks to special mirrors in the dressing rooms, connected with the digital identity of the customer, the sales assistants are able to prevent the requests of the people based on specific tastes and preferences, suggesting garments and combinations additional to those required.
The more feedback you get from people, the more technology is shaped by their peculiarities. So far, as reported by wwd.com, 1,400 customers have been invited to download the app, equipped with a wish list to fill out before accessing the physical boutique, where around thirty mobile devices are scattered, through which you can also access exclusive content : from the virtual tour in Coco Chanel’s private apartment to 31 of the same street, to the images of fashion shows.
Farfetch is considering offering this solution to other luxury fashion brands, obviously adapting it to their specific needs: in pole position there would be Thom Browne, owned by the Zegna Group.
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