Thanks to the Microsoft Azure Cloud platform and the HoloLens 2 mixed reality headset, the Tramezza Made-to-Order service is being transformed, making the online experience of customizing and purchasing Salvatore Ferragamo men’s footwear even more appealing.
Milan, October 2020 – Salvatore Ferragamo relies on Microsoft and Hevolus, its technological partner, for its digital transformation journey, to enrich customer experience and meet the expectations of increasingly digital customers.
Thanks to Microsoft’s Cloud Computing and Mixed Reality technologies, upon which Hevolus’s Augmented Store at Home platform is based, the brand will offer its customers an innovative service for choosing and customizing the Tramezza men’s footwear collection, which can be used in-store or online through a very high-resolution immersive experience.
By browsing a dedicated Azure cloud-based web application, Made-to-Order Tramezza program customers will be able to view the footwear’s digital twin on their screen and interact with its accurate 3D rendering to customize materials, colors, details and finishes, bringing their own Tramezza Made-to-Order to life.
The service allows you to:
- choose from four Tramezza models (Baron, Barclay, Brighton, Ronald), five materials – from Betis, to Suede, Crocodile, Lizard and Crocodile Nubuck – and nine colors
- customize the sole by choosing the color
- choose the buckle
The platform also allows you to initiate shared interactive sessions where a customer advisor can enter the users’ virtual room by wearing the Microsoft HoloLens 2 holographic computer or through the store device, to support them while selecting and configuring the model most suited to their needs and in the customization phases. Thanks to Microsoft HoloLens 2 Mixed Reality and Azure Spatial Anchors, the customer advisor can actually view customer selections, lead the experience and remotely assist in the configuration process, wishlist creation and order management.
Finally, at the end of the experience, customers can also view the digital twin of their shoe in augmented reality.
“Craftsmanship and innovation have always distinguished our Tramezza shoe collection and thanks to the collaboration with Microsoft and Hevolus, we will be able to assist our customers even more effectively, offering highly immersive and tailor-made experiences. The Tramezza – Future Of Craft project is part of our digital transformation journey aimed at constantly innovating the services to our customers, and it’s already offering significant benefits in various areas: from the optimization of customer journey in an omnichannel perspective to better space management in physical stores, from the simplification of purchase methods to better customer service, up to a rise in conversion rates. We look forward to introducing the new service to our customers worldwide, whom we will meet in the coming months through exclusive in-store events in 24 cities, from Milan to London and Paris, from Tokyo to Hong Kong, to Mexico City and São Paulo,” said Micaela le Divelec Lemmi, CEO of Salvatore Ferragamo.
“Salvatore Ferragamo’s experience confirms the increasingly pivotal role of new technologies also in the luxury market and particularly in fashion, a sector that prides itself on its tradition and craftsmanship. The power of Cloud Computing and mixed reality technologies, such as the HoloLens2 headset, represent an extraordinary tool to enable creating increasingly engaging customer experiences that built customer loyalty. In the coming years, they will play a crucial role in the global growth of companies. We are proud to work – alongside our partners such as Hevolus – with the excellence of Made-in-Italy, supporting them in their path for digital transformation for the benefit of the entire sector and the development of the Italian economy,” commented Silvia Candiani, CEO of Microsoft Italy.
“The transformation process that is affecting the entire retail industry involves digital technology, which is playing a very important role in helping companies restart and innovate with a holistic approach centered on the end customer. Salvatore Ferragamo’s project is a source of great pride and prestige for Hevolus. Its success lies in achieving the perfect balance between the level of technological innovation, based on Microsoft’s Cloud Computing and Mixed Reality with HoloLens 2, and the level of the innovation of the Made-To-Order service offered to the customer through a high-value and high-quality phygital experience. It is greatly engaging because it goes far beyond the concept of the online configurator. Tramezza’s 3D digital twins, real-time remote assistance, remote experience sharing, augmented and mixed reality viewing are absolute novelties for the brand and its customers,” added Antonella La Notte, CEO of Hevolus Innovation.
Click here to access the Made-to-Order Tramezza platform.
Salvatore Ferragamo S.p.A.
Salvatore Ferragamo S.p.A. is the parent company of the Salvatore Ferragamo Group, one of the world’s leaders in the luxury industry whose origins date back to 1927. The Group’s activity focuses on the creation, production and sale of footwear, leather goods, apparel, silk products and other accessories, as well as women’s and men’s fragrances. The product range also includes eyewear and watches, manufactured by licensees. The uniqueness and exclusivity of the creations, along with the perfect blend of style, creativity and innovation enriched by the quality and superior craftsmanship of the ‘Made in Italy’ tradition, have always been the hallmarks of the Group’s products. With approximately 4,000 employees and a network of 643 mono-brand stores as of June 30, 2020, the Ferragamo Group is present in Italy and around the world through companies that allow it to oversee the European, American and Asian markets. www.ferragamo.com
Hevolus Innovation specializes in research and development of innovative business models for a phygital customer experience. It is Microsoft’s international partner for Mixed Reality, winner of the SMAU 2019 Innovation Award, winner of the Retail Week Awards 2020 in the Game Changer category, listed in the top ten European suppliers of AR/VR platforms, Hevolus Innovation is a global leader in the world of disruptive technologies (Mixed Reality, Augmented Reality, Virtual Reality, Artificial Intelligence, Microsoft Dynamics and cognitive services), innovating the shopping experience and business strategies within the reference markets. It addresses the entire retail industry and deals with Corporate Open Innovation for the multinational Würth, with successful projects in some of the group’s key sectors, including carpentry, construction of cruise ships and yachts, the lumber and the manufacturing industries. Hevolus has CDP Venture Capital SGR by its side as its sole investor supporting the company’s global growth. www.hevolus.it