{"id":2178,"date":"2021-04-21T16:50:13","date_gmt":"2021-04-21T14:50:13","guid":{"rendered":"https:\/\/magazine.lineapelle-fair.it\/?p=2178"},"modified":"2021-05-19T10:13:29","modified_gmt":"2021-05-19T08:13:29","slug":"digital-craftsmanship-notes-on-an-ongoing-evolution","status":"publish","type":"post","link":"https:\/\/magazine.lineapelle-fair.it\/en\/focus-en\/digital-craftsmanship-notes-on-an-ongoing-evolution\/","title":{"rendered":"Digital craftsmanship: notes on an ongoing evolution"},"content":{"rendered":"

Ferragamo calls it the Future of Craft. For many other labels, it represents a turbulent conceptual, creative, production and marketing transition, exploring unknown territories, such as gaming. Creating virtual \u201cimmersive experiences\u201d, it aims to give a new meaning to the value of craftsmanship<\/em><\/h4>\n

Let\u2019s call it\u00a0evolution<\/strong>. Or else, as people like it most lately:\u00a0transition<\/strong>. In both cases, what we are witnessing is the fashion system\u2019s\u00a0advanced chase<\/strong>\u00a0(all along its production chain) after an extreme digitalization of all processes involving product management, from creation to sale. In this context, Covid was a mighty trigger to search for new solutions. However, the ongoing evolution is actually much more powerful. It is heading to the creation of\u00a0an innovative<\/strong>\u00a0horizon, <\/strong>that here we call \u201cdigital craftsmanship<\/strong>\u201d.<\/p>\n

Digital craftsmanship <\/strong><\/h3>\n

Now more than ever a remarkable number of fashion houses have expressed their pride of their craftsmen\u2019s know-how. Which is a full reward of made in Italy. Those brands, as well, started an active exploration of a varied virtual dimension, <\/strong>involving thoroughly even the creative phase<\/strong>. Here lies the meaning of these notes, by which we would like to offer\u00a0some food for thought<\/strong>, telling about some experiences underway.<\/p>\n

For Ferragamo, it is the top of customization<\/strong><\/h3>\n

Four models of Tramezza men\u2019s shoes: Baron, Barclay, Brighton, Ronald. Five materials: betis, suede, crocodile, lizard, croco nabuk. Nine colours. Those are the grounds of\u00a0Tramezza Made-to-Order<\/strong>, the virtualization project launched by\u00a0Ferragamo<\/strong>\u00a0\u201cto make the customization and online purchase experience \u2013 the label explains – even more engaging\u201d. But also \u201cto enhance customer experience and meet the expectations of clients, who are more and more digital.<\/p>\n

Thanks to\u00a0Microsoft\u2019s Cloud Computing<\/strong>\u00a0Mixed Reality<\/strong>\u00a0technology, on which the platform\u00a0Augmented Store at Home<\/strong>\u00a0by Hevolus is based, the brand is going to offer their customers an innovative service of choice and customization of the Tramezza men\u2019s shoes collection\u201d. The service \u201ccan be used in-store or online through an immersive and very high-resolution experience\u201d. The \u201cdigital craftsmanship\u201d factor, in this case, stands out entering Ferragamo\u2019s portal dedicated to the project, which is called \u201cfuture of craft\u201d. It is told through the pictures of a craftsman manufacturing a Tramezza shoe.<\/p>\n

\"\"<\/strong><\/h3>\n

For Hugo Boss (and not only) it is a creative factor<\/strong><\/h3>\n

In November 2018, the YOOX<\/strong>\u00a0e-tailer\u00a0launched the 8 by YOOX<\/strong> collection. It is designed with the support of artificial intelligence<\/strong>, produced in Italy (especially all that is made of leather) and sold at affordable prices. It is based on the processing of big consumption data, managed by\u00a0an advanced<\/strong>\u00a0software <\/strong>which scans the web and memorizes the taste of magazines, celebrities and influencers matching it with trends, sales data, feedback from customers and purchase trends of the sector.<\/p>\n

Two years ago, it looked like science fiction (maybe). Now it does not, considering that Hugo Boss<\/strong> decided to create in a 100% digital way 105 articles from the Pre-Fall 2021 collection. \u201cWith this collection \u2013 Ingo Wilts, Chief Brand Officer of the German label, comments \u2013 we are among the first ones in the fashion system to build a whole digital universe<\/strong>, ranging from development of the collection to orders\u201d. Boss\u2019s is not an experiment, but a real prelude. In fact, the German brand intends to manage the creation of 80% of their lines in digital mode within the end of 2022.<\/p>\n

For Burberry & Co. it looks like a game, but it is not<\/strong><\/h3>\n

The world of gaming<\/strong>\u00a0has become an extraordinary communication setting for fashion houses. Examples, according to the laconceria.it<\/a> portal, are many. Between 2019 and 2020, Burberry<\/strong>\u00a0launched online games, such as B Bounce and B Surf, to promote their monogram between bits and luxury shopping experiences. The LuisaViaRoma<\/strong>\u00a0e-tailer\u00a0bet on\u00a0Mod4<\/strong>, a game-app focusing on a shopping experience, permitting to\u00a0dress an avatar\u00a0<\/strong>with clothing and accessories chosen by the user.<\/p>\n

This is a more rewarding experience than simple<\/strong> online purchasing<\/strong>. \u201cThe conversion index of the app is three times higher \u2013 Nicola Antonelli<\/strong>, Chief Marketing Officer at LuisaViaRoma, explains \u2013 compared with the online and also the length of stay is more: 15 minutes at\u00a0Mod4, while the average in the e-commerce is 3-4 minutes\u201d.<\/p>\n

Let\u2019s not forget about real games. In this case, the only example we make (out of many) is that of\u00a0Animal Crossing<\/strong>, whose characters can choose to wear Craig Green<\/strong>,\u00a0Marc Jacobs<\/strong>,\u00a0GCDS<\/strong>,\u00a0Bottega Veneta\u00a0<\/strong>and\u00a0Chanel<\/strong> outfits. And they are doing it collaborating closely with the marketing departments of the brands mentioned above. Even\u00a0Valentino\u00a0<\/strong>dressed those avatars with 20 looks from their summer 2020 and pre-fall 2021 collections. The outfits composed by players, thanks to the Pro Design function, are available at the Instagram page<\/strong> animalcrossingfashionarchive.<\/p>\n

For Gucci, virtual sneakers are a challenge<\/strong><\/h3>\n

Finally,\u00a0Gucci<\/strong>\u00a0gave a further burst of speed to all this gamification, challenging everybody with their first virtual sneakers<\/strong>. You can buy them for approx. 10.00 Euro and they only exist on the screen of your smartphone. They are a kind of filter: you can put it on to take pictures to share on social media or to move and interact inside gaming platforms. The Gucci Virtual 25 have fluo colours and a special closure with\u00a0\u00a0 small wheels instead of laces.<\/p>\n

The fashion house developed them with Wanna, a fashion-tech company specialised in turning your smartphone into a dressing cabinet by using augmented reality. Those who did not get the manufacturing and commercial sense of the operation are helped by\u00a0Sergey Arkhangelskiy<\/strong>, co-founder and CEO at Wanna. \u201cWithin five or maybe ten years \u2013 he tells Business of Fashion – a quite consistent part of the income of fashion brands is going to come from digital products. Our goal is actually to substitute the pictures of products with\u00a0something much more engaging<\/strong>\u00a0and closer to offline shopping\u201d.<\/p>\n

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