Chanel is on the verge of launching its highly anticipated Farfetch Augmented Retail Experience project in select stores, marking a new era in luxury shopping. This innovative concept aims to seamlessly integrate technology with the traditional boutique experience and the personalized assistance of a fashion advisor.
Since its soft launch in April, Chanel’s collaboration with Farfetch has generated significant buzz, culminating in a media showcase of the new interactive fitting rooms last month. Located in the iconic Chanel flagship store on Rue Cambon in Paris, these cutting-edge fitting rooms are slated to expand to additional flagship locations in France and a prominent Parisian department store by the end of June.
The groundbreaking technology starts before clients even enter the store, allowing them to use an app to pre-select outfits and accessories. Once inside, clients can step into the interactive fitting room for a personalized journey through Chanel’s collections. Fashion Advisors are on hand to offer guidance, and the mirror display within the fitting room showcases a variety of looks and accessories without price tags. The technology even recognizes new items brought into the room, providing instant information on the products, including runway footage, close-up details, and videos.
Formally known as “The Pilot” or “The Fitting Room of the Future,” Chanel and Farfetch’s collaboration aims to enhance the customer experience and transform the role of fashion advisors in luxury retail. Despite initial challenges with the technology, Chanel’s Fashion Advisors have found that the interactive fitting rooms spark a deeper connection with clients, encouraging them to explore different pieces and collections they may not have considered before.
The Augmented Retail Experience project encompasses all eight of Chanel’s collections, aside from haute couture, offering clients access to the brand’s entire inventory through the technology. Additional features such as contactless payment and the option to create wish lists via the app further enrich the shopping experience, making it more seamless and convenient for clients.
While Chanel has remained tight-lipped about the project’s impact on sales, the focus remains on providing a unique, personalized experience for each client. The blend of technology and traditional luxury elements, such as the replica of Coco Chanel’s original living room, adds a nostalgic touch to the modern shopping experience, underscoring Chanel’s rich heritage.
With plans to expand the concept to more locations, including smaller boutiques, Chanel and Farfetch are poised to redefine luxury retail experiences for years to come. The Augmented Retail Experience promises a fusion of cutting-edge technology, personalized assistance, and access to Chanel’s iconic collections, making it a must-visit destination for fashion connoisseurs and loyal clients alike.
For more information on Chanel’s Farfetch Augmented Retail Experience project, visit Farfetch and Chanel’s official website.
