Hugo Boss enlists One iota for digital stores push
One iota has announced a technology partnership with Hugo Boss.
Last year, the fashion company introduced two new store concepts for its Boss and Hugo brands. Key here was the integration of digital technology and “community spaces”, which play into the trend for increasing dwell times in-store and adding experiential, multi-channel elements to bricks and mortar stores. Digital screens have been installed throughout as focal points within the layout.
Boss stores also include One iota’s touchscreen mirror which has a shoppable mode showcasing the full product range, and a signage mode to display branded content. Furniture with integrated touchscreens is also included.
In Hugo stores, a “community wall” aggregates user-generated content from the Hugo social media platforms, whilst shoppable content is also displayed on touchscreen mirrors. Joe Ellis, Director Global Retail Operations, comments: “As a fashion brand, we are always looking at innovative approaches to enhancing our customer experience in-store. When we first encountered One iota, we immediately saw that their extensive experience could help us expand our digital reach.”