German Hugo Boss will use a digital showroom to display its collections to buyers in the future. The very first of those showrooms recently opened its doors in a Berlin-based pop-up store.
Flexibility
Currently, buyers can still see physical examples of the newest collections, then choose what and how many they wish to order. In the near future, everything will move to a digital-only environment. Starting next year, the digital showroom should be present in every country, in an attempt to become a more flexible company for its customers.
In the pop-up store in Berlin, Hugo Boss’ entire collection was available on a huge screen, detailing its colours and combination options. Customers could also instantly order through the screen.
Hugo Boss is not the first fashion company to come up with this idea. Both Zalando and Bestseller recently entered Fashiontrade.com, a virtual showroom where buyers can purchase Bestseller’s collections.
