“REALITY, JUST BETTER” E-COMMERCE AND AUGMENTED REALITY CANDIDATO Sara Cenni RELATORE Chloe Payer Master Fashion Communication Management Accademia del Lusso Milano
The
E-COMMERCE
digital commerce is a sector that is constantly evolving. In 2020 eCommerce grew by 26% reaching a total value of 22.7 billion € (B2C eCommerce Observatory promoted by the School of Management of the Politecnico di Milano and Netcomm). E-commerce revenues will grow up to $ 6.54 trillion by 2022. (Statista)
OPPORTUNITY
E-COMMERCE
VIRTUAL
reality teleport ourselves to another place. Augmented reality adds holograms, information, images, videos or digital data into the physical space we see.
REALITY AND AUGMENTED REALITY Virtual
TECH Artificial Intelligence Virtual Reality Augmented Reality Better Shopping Experience Personalised interaction Digital showrooms Virtual fashion shows Live streaming and more
FASHION
VIRTUAL TRY-ON
“Will it be the right size?”
“Will it look good on me?”
More likely to buy Customer trustiness Customer satisfaction leads to fewer returns and therefore less costs Brand visibility
ADVANTAGES
Research on people's knowledge and approach to AR and Virtual try-on
Answers conclusion
questionnaire
Virtual try-on is not yet well known.
Do people know this service?
Do they use it?
Are they interested in it?
Who know it, appreciate it and understand the power.
Most of them expressed themselves very positively regarding the use and usefulness of this service, but they never tried it.
The majority of these people believe that this will be a real innovative step for the ecommerce sector, but at the end, a few amount of people bought an object in this way.
People need to understand what virtual try-on is, they need to see that it really works and they can trust on it.
SOLUTION
To achieve this purpose, I created an event to be presented eventually to a eyewear brand.
POP UP STORE
JUST BETTER” innovation experience personalisation knowledge comfort
“REALITY,
POP UP STORE
“REALITY, JUST BETTER”
Through this event, the brand will be recognised in the innovation and service offered.
The goal is to stimulate positive mental associations with the sponsoring company and what it offers to the customer; create a unique experience and to share a feeling of trust for the service of virtual try-on.
VIRTUAL MIRRORS Virtual catalogue Virtual try-on Consultation Customisation Take a picture
EVENT PROGRAM GUESTS TARGET EVENT Milan 8 December 2021, to Sunday, 12 December 2021 Pre-Christmas period Inauguration Press Buyers Top manager Micro-influencer as Federica Salto or Giulia Torelli People who are interested in buying glasses Millennials and Gen Z Augmented and virtual reality experts E-commerce specialists Students Fashion specialists
SAVE THE DATE
INVITATION
GADGET
A SEAMLESS EXPERIENCE Post and stories on social media by the brand and influencers Tik Tok challenge QR codes Live on Instagram and Facebook Virtual pop up store with chat Early booking online
VIRTUAL POP UP STORE
COMMUNICATION STRATEGY
BUDGET 10.572,13 € 9.372,13 € 13.397,13 €
Brands to which this project is addressed
Eyewear brand, which uses augmented reality in its e-commerce, offering a try-on service, or is willing to enter this market.
It could be a niche brand or an emerging brand, that need visibility.
Example: Silhouette
CONCLUSION
THANK YOU FOR YOUR ATTENTION CANDIDATO Sara Cenni RELATORE Chloe Payer Master Fashion Communication Management Accademia del Lusso Milano