Internet Market: Active Introduction Of Virtual Fitting Technology

In January this year, Neiman Marcus, an American clothing retailer, formally started using Memory Mirror virtual fitting mirror.

The device is built with Intel Core i7 processor. Consumers can try on clothes, use gesture and body sense manipulation, watch in virtual mirror, and compare with previous modeling, and allow users to pfer the fitting image to mobile devices, and to share information with friends, or to delete these pictures before leaving.

The online connection of fitting mirror means the accumulation and interaction of user data.

Compared with before, Memory Mirror also increased the popular social elements. It has to be said that this is a very effective marketing strategy for Memory Mirror and Neiman Marcus.

In the future, the Memory Mirror virtual fitting mirror will be loaded into the mobile phone system, and consumers can automatically test their clothes with the mobile phone.

As a representative of the Internet of things, to some extent, it solves the problem of customers taking and taking out clothes repeatedly and repeatedly trying to get dressed. It can also pay close attention to "wear two pieces at the same time" for comparison and soliciting friends' opinions.

Ten thousand steps aside, anyone who is so fresh about trying to wear will try it.

In addition, the user's data can be collected through the virtual fitting system, which is of great value for guiding the marketing strategy, clothing design and the direction of science and technology. It is worth the traditional retail enterprises to dig and use.

At home, Tianhe City Department Store in Guangzhou spotted the current situation.

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The passion is aimed at the 3D body feeling fitting machine, and through it to get through the channels under the line and the line, the customers can only change their hands to the body as long as they are standing in front of the machine.

Take out the mobile phone to scan the corresponding two-dimensional code, you can link to Tmall flagship store of Tianhe department store, complete the order purchase.

Soon after that, MAE department store, Hangzhou Jie Bai and other large department stores also gradually adopted similar 3D body sensing equipment, and the brand also distributed to Kaiser, Anta, and strong brands, which successfully improved the shopping experience and increased the traffic volume.

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The luxury market was ideal last year in the wake of the US economic recovery, but again faced challenges this year.

The purchasing power of high consumer groups is beginning to cool down, and the American luxury brands, which also rely on the international market, can not help themselves.

In addition to economic factors, other problems also include lack of creative direction, the disorientation of lifestyle and extravagance of target customers.

The performance of the Italy luxury brand Prada was disappointing in the last fiscal year, for the first time since the financial tsunami, and even in the fastest growing Asian market, revenue fell by 5%.

Some comments have pointed out that excessive expansion is one of the reasons for Prada's performance retrogression.

Management is also aware of this problem and plans to halve the target of 65 new stores this year.

Prada specializes in high-end customers, while the off line products aim at the low-end market, but ignore the middle market products. As the high-end customers such as China and Russia reduce their consumption due to the economic slowdown, the impact of the middle market on Prada is becoming more and more obvious.

The US fashion brand Ralph Lauren returned to the affordable luxury route, grabbing the mid-range market, but confusing its products.

Similarly, Bottega Veneta and Ermenegildo Zegna are also facing the lack of creativity. This year's performance is expected to be even worse than last year.

The Japanese market accounted for 11% of the total sales of the American fashion brand Coach, because the yen depreciated by 12% annually, dragging down the Coach second quarter sales or down 1%.

Jewelry brand Tiffany announced earlier that holiday sales fell by 1% year-on-year, and the outlook was equally negative.

34% of the proceeds from the American fashion brand Ralph Lauren came from the international market. Jenny capital market pointed out that the global adverse factors or damage to its sales, so the rating from "buying" to "neutral".

Reuters pointed out that Gucci, Burberry, LV (Louis Weedon) and others adopted the strategy of "win by quantity" after 2000 to take over the mass market, which brought huge profits to the company and shareholders, but also made the brand lose its aura.

So over the past 3 to 5 years, these enterprises have been working hard to rebuild the image of the high-end brand.

LV changed its strategy last year, focused on product innovation and launched a new "V" logo and a series of expensive handbags to regain brand power.

Gucci also sharply reduced the medium and low price products, and aggressively increased the price. But some analysts think that this is a bit too hasty, not as progressive as LV, and to avoid over restructuring the product line.

Canali, Max Mara and other family management brands also "quietly revolution", successfully re defined the brand image.