9 July 2020

COVID-19 and virtual showroom: how fashion reacted to pandemia

The Covid-19 pandemic forced the design industry to rearrange its agendas, production chain and projects.

The cancellation of fashion shows, fairs and events has in fact hibernated the great machine of the novelties of the year. But the lockdown was also a constructive occasion to face the digital challenge.

A truly significant acceleration occurred in the fashion sector more precisely in the field of social networks, videocall platforms, websites, live streaming events and videos. In fact, the form of communication of a new product has changed, from linear (product photo, communication via email or event, journalistic publication), has undergone a sprawling metamorphosis that leads to consider digital storytelling a decisive vector to speak not only of new products, but also of corporate history and heritage, B2B marketing, e-commerce, virtual openings of new showrooms.

A forced and necessary conversion, at a time when physical proximity was impossible, which however generated added value. Through the Virtual Showrooms, fashion has managed to rise again, managing to generate, despite the severe period of difficulty, demonstrations and sales of products at the service of buyers and companies, an exploded phenomenon to overcome the limitations of the Coronavirus that today is destined to impose itself with strength in the online sales landscape. Recent sector research illustrates how a coordinated image between B2C, B2B and in-store experience improves the sales performance of a brand.

The shift of our daily life to online has led more and more people to confront the digital world. It is precisely in this sense that custumer care services capable of mixing the efficiency of technology with the warmth of human experience have become increasingly valuable.

To cope with this sudden change, Brochesia has developed the ideal software solution for managing these needs.

B Fashion is the ideal software solution that can be used through wearable devices such as Smart Glasses or with Android Smartphones and Tablets. The solution was designed for the fashion sector, in order to allow you to communicate with your customers through private sample demonstration sessions or to follow fitting and if necessary facilitate the management of possible purchases of products.

The B Fashion software solution thus allows communication between the Showroom representative and the customer remotely, with the sharing of the showroom or shop environment and with the aid of the use of Augmented Reality (AR). B Fashion, through the use of wearable devices, leaves the seller or shop assistant who is in the shop or showroom the opportunity to show the items / products using both hands. In addition, the audio / video documentation of the individual Virtual Showroom sessions can in turn be recorded by the store representative and shared later.

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