Hugo Boss, the well-known luxury fashion brand, is revolutionizing its online shopping experience by joining forces with Reactive Reality. This partnership will allow Hugo Boss to offer its customers a unique virtual fitting experience using personalized avatars.
By combining elements of gaming and personalized customer service, Hugo Boss aims to breathe new life into its brands by embracing the modern concept of luxury. Through their collaboration with Reactive Reality, an expert in online solutions, Hugo Boss will utilize their virtual fitting platform, PITCTOFiT, to enable customers to try on the latest collections from the HUGO and BOSS brands directly on the website.
What sets this virtual fitting experience apart is the ability for users to adjust their digital avatars to match their body shape accurately. This feature provides customers with the most realistic representation of how the clothing will look on them physically. By leveraging augmented reality technology, customers can visualize how the garments will appear in different combinations, such as layering with other items.
The decision to enhance the online shopping experience comes at a time when Hugo Boss has recently optimized its website to bridge the gap between the digital and physical worlds, especially in light of the disruption caused by the Covid-19 pandemic. Stefan Hauswiesner, the CEO and co-founder of Reactive Reality, acknowledges that some consumers may still feel hesitant about visiting physical stores and explains, “We know that the global pandemic has significantly accelerated the fashion retail market, and we want to help retailers meet the demands of consumers who are looking for new ways to shop online.”
This initiative aligns perfectly with Hugo Boss’s overarching strategy of repositioning its brands. The company has developed a new green roadmap, engaged in activations on TikTok, and even collaborated with luxury carmaker Aston Martin. These efforts highlight Hugo Boss’s commitment to following significant premium consumption trends, with a particular emphasis on sustainability, technology, and experiential elements.
Overall, Hugo Boss’s partnership with Reactive Reality and the introduction of virtual fitting experiences showcases the brand’s dedication to providing customers with innovative and seamless online shopping solutions.
Useful Links:
1. Hugo Boss Official Website
2. Reactive Reality Official Website
