The fashion retail sector is experiencing a fast-paced transformation, fueled by advancements in technology and innovation. In this article, we explore how five prominent brands are adopting cutting-edge solutions to boost operational efficiency and enhance customer engagement. From AI-powered merchandising to sustainable manufacturing practices, these companies are setting new standards for the future of retail.
Puma
Sports brand PUMA India deployed an Internet of Things (IoT) solution across its stores to maintain improved indoor air quality (IAQ). PUMA India stores now house healthier, safer, more efficient indoor air.
PUMA’s pilot phase in 2023 saw 5 stores receive Air Quality (AQ) certifications from the accredited Indian testing lab NABL (Accreditation Board for Testing and Calibration Laboratories), endorsing the program’s effectiveness. The selection criteria of these stores were solely based on statistics, to ensure that the initiative’s benefits extend to diverse regions.
An additional 80 stores are in the pipeline to receive IAQ certification, representing PUMA’s commitment to providing a great in-store experience for shoppers.
The innovative IoT solution of hardware and software connects the store’s electro-mechanical equipment to a central database, enabling real-time monitoring of both energy consumption and IAQ. The solution operates by continuously collecting and analysing data, controlling equipment operations and providing actionable insights that empower store managers to take actions to optimise energy usage and maintain improved air quality within their retail space. The transformative technology is not just about improving store operations; it’s also about the brand’s commitment to climate action.
Metro Brands Limited
One of India’s largest footwear and accessory speciality retailers Metro Brands Limited entered into a strategic partnership with Nextail the leading merchandise planning platform for fashion earlier this year. Nextail encompasses a number of AI-driven solutions across buying and merchandising.
With Nextail, Metro Brands Limited is expected to increase operational efficiency while continuing its growth journey. Through highly accurate demand forecasting and decision automation, the Nextail platform will ensure product availability across the rapidly expanding store footprint.
Nissan Joseph, Chief Executive Officer, Metro Brands Limited, says “Since opening our first store in 1955, Metro Brands Limited has been fully dedicated to providing unparalleled service to customers by way of fashionable and region-specific footwear. Our decision to partner with Nextail is based on their strong product vision and retail knowledge, but more importantly because of our shared ethos for leveraging cutting-edge solutions in favour of enhancing the customer experience.”
Van Heusen
Aditya Birla Fashion & Retail Limited’s brand Van Heusen collaborated with digital entertainment company Hungama’s Heftyverse to elevate the online shopping experience by leveraging 3D. The collaboration enables users to express themselves in global styles and a variety in virtual fashion. One of the features is Heftyverse Avatar Customisation which allows users to personalise their avatars with outfits from the brand.
“We are pleased to collaborate with Hungama’s Heftyverse, a partnership that further strengthens our brand’s commitment to innovation. With this initiative, we aim to elevate the intersection of fashion and digital entertainment, creating a synergy that resonates with the dynamic lifestyles of our discerning new-age consumers,” said Abhay Bahugune, Chief Operating Officer, Van Heusen.
Decathlon
France-based sporting goods retailer Decathlon offers sports apparel and equipment for men, women and kids across various segments, including outdoor, water, fitness, racket, team, cycling, running, walking, roller, and target sports.
As Decathlon India’s popularity surged, the store struggled to manage increasing customer traffic, particularly at the billing counters. Long queues and inefficiencies in the checkout process led to customer frustration. In response, the company adopted self-checkouts (SCO) with an in-house, custom-built RFID-enabled system to streamline the process and improve the shopping experience.
Deepak D’Souza, Country Production Director of Decathlon notes, “35 apparel manufacturing vendors with over 60,000 workers were involved in improving capacity, efficiency, and quality. Most of our suppliers and teams are focused on continuous improvements and implementing advanced manufacturing best practices that align with global standards.”
Myntra
One of India’s leading fashion and beauty destination, Myntra has introduced a new feature called ‘Looks Virtual Try-On,’ aimed at transforming beauty shopping in the country. This complete makeup try-on tool enables customers to experiment with multiple beauty products, including eye, face, and lip makeup, from their devices.
The ‘Looks Virtual Try-On’ feature allows users to recreate full makeup looks virtually, beginning with styles from the Le Défilé L’Oréal Paris Fashion Week, where Myntra Beauty has been the official beauty partner for the past two years. Developed in collaboration with ModiFace, this technology aims to bring high-fashion makeup trends directly to customers’ screens.
Building on the existing Virtual Try-On (VTO) feature, the new tool adds personalisation to the shopping journey by allowing users to test various makeup products simultaneously, including foundation, eyeshadow, lipstick, and blush. Customers can add recommended products to their cart with a single click for a seamless shopping experience.
Celio India
French menswear brand, Celio India has integrated Generative AI across different business functions. This innovative approach aims to enhance creative processes and optimize operational efficiency.
Leveraging AI-powered tools and algorithms, Celio has streamlined its content generation pipeline, driving efficiency and innovation while enhancing creativity and customer engagement. It is able to analyse vast amounts of data to gain valuable insights into consumer preferences, trends, and behaviour, facilitating tailor made content to resonate more effectively with their target audience.
“GenAI is reshaping how we generate product images and creative content, reducing time and resources. This transformative technology, coupled with GenAI’s content creation and personalisation capabilities, deepens our connection with customers, enriching their shopping experience and fostering lasting loyalty,” says Satyen Momaya, CEO, Celio India.
Pantaloons
Pantaloons, a leading fashion brand under Aditya Birla Fashion and Retail, has introduced its pioneering Pantaloons OnLoop store concept in JP Nagar, Bengaluru. This new store is a tech-savvy, experiential retail space aimed at the modern, young consumer.
Covering an expansive 70,000 sq. ft., Pantaloons OnLoop provides more than just fashion. It offers a diverse array of over 50 fashion brands, including Apparel, Footwear, Watches, Sunglasses, Cosmetics, and Bags. The store features a range of renowned brands like Tasva, Jaypore, and Pantaloons’ exclusive labels such as Rangmanch and Akkriti, along with popular sportswear brands like Puma and Skechers, and more. Additionally, the store hosts the first Coco Leni eyewear outlet in Bengaluru.
This new store enhances the shopping experience with Smart Trial Rooms, an Endless Aisle, and a Customization zone featuring heat transfer technology, embroidered badges, customized bag tags, and more, allowing customers to explore and try on their favorite outfits with ease.
ace turtle
ace turtle, a leading tech-native retail company in new-age India is spearheading the fashion’s next phase of transformation. The Bengaluru and Singapore-based company is the exclusive licensee of iconic global brands Lee®, Wrangler®, Toys‘R’Us® , Babies‘R’Us® and Dockers for India and other South Asian markets.
“Technology has always been our secret sauce. For us, the whole business model is about driving adoption for all our brands. We are focused on getting consumer data and using it for design, manufacturing, marketing, and engaging with consumers,” states Amit Kriplani, Chief Technology Officer, ace turtle.
“We are using digital design tools to make the design process for Lee® and Wrangler® more efficient and reduce the time taken to bring the products to the market,” he adds.
ace turtle has deployed several in-store technologies, reshaping the traditional shopping experience across our retail spaces.
- Smart Mirrorsat Lee® and Wrangler® flagship stores dynamically identify items brought to changing rooms by customers, offering real-time suggestions for an enriched fitting room encounter.
- Electronic Shelf Labels (ESL)at all stores (Lee®, Wrangler®, Toys‘R’Us and Dockers) ensure a cohesive view of inventory and pricing, providing customers with instant updates on discounts and promotions.
- Endless Aislesseamlessly bridge online and offline channels, enabling flexible ordering and pickup options.
An augmented reality (AR) mural is showcased at the Wrangler® flagship store in Indiranagar, Bengaluru, captivating customers with an interactive visual experience. The company has also integrated QR codes into the store’s sale windows, which is a simplified way of integrating technology.
Archroma
Archroma, a global, diversified provider of specialty chemicals serving branded and performance textiles, packaging and paper, and coatings, adhesives and sealants markets is considered something of an innovation powerhouse in the textile sector. The company delivers measurable impact with solutions that increase process efficiency, save resources and add value and longevity to end-products through durable effects.
Archroma’s AVITERA® SE technology is a key part of Super Systems+. The technology set a new benchmark for sustainability in the dyeing of cotton and its blends when it launched in 2010. With high-speed low-temperature wash-off, high process reliability and excellent reproducibility, the AVITERA® SE poly-reactive dyes allow mills to achieve water and energy savings of up to 50% and to slash CO2 emissions and effluent discharge by up to 50% as well. These dyes can also increase mill output by up to 25% or more.
Fabrics dyed with the AVITERA® SE dyes are free from restricted arylamines*, including PCA, and retain their vibrant colours through repeated home laundering and exposure to light, perspiration and chlorine. The AVITERA® SE range is also fully compliant with the most stringent industry and brand-specific restricted substance lists. It is bluesign® approved, published in the ZDHC Gateway, and holds a Gold-level Material Health CertificateTM from the Cradle to Cradle (C2C) Products Innovation Institute.
The AVITERA® SE colour palette has been significantly expanded over the past decade, while recipe optimisation and added environmental benefits have further improved performance and cost savings.
