Use of 3D tools for creation, modeling and digital proof of products, launch of an exclusive store in virtual reality for consumers to interact with the pieces: a Renner developed a capsule collection created 100% digitally, making extensive use of 3D and other resources. The pieces began to be sold on the brand’s e-commerce on April 1, with delivery to customers’ homes. With the initiative, Renner becomes the first major Brazilian retailer to make a collection with end-to-end three-dimensional technology, uniting the physical and digital worlds.
The capsule collection is part of the retailer’s Autumn Winter campaign and consists of 9 looks and 15 pieces of women’s fashion: the products bring a mix of tailoring, digital prints with playful references that refer to textures of nature and a sporty touch. The main differential is to connect, from end to end, the various technologies that Renner has already been incorporating in different stages of its creation and sales process. The result adds innovation to retail and provides consumers with a differentiated shopping experience.
Innovative software was used in all stages of development, from creation and modeling, through the simulation of fabrics, textures and prints, so that the product visualization was as realistic as possible, guaranteeing the digitization of the entire product development chain. fashion product. The garment fitting, which indicates the necessary adjustments to provide more comfort and wearability, was performed on a virtual mannequin and without the use of physical samples — reducing costs,lead timeand minimizing the environmental impact of the entire process.
Even the internal approvals cycle took place in an online environment. “In addition to generating a completely innovative collection in line with our sustainability strategy, the initiative has disrupted the way we plan, develop and sell clothes”, explains Lojas Renner’s Director of Style,Fernanda Feijó.
The pioneering project is not limited to creating the pieces: 3D technology is also present in the purchase journey. A 3D Renner store, with virtual reality, was created to present product details and allow customers to interact with the items. It will be possible to select the pieces, zoom in or out and rotate them 360°, with an advanced level of color and texture detail. If they wish to make the purchase, the system will send them directly to Renner’s e-commerce.
“The capsule collection is yet another Renner initiative within thephygital, with the aim of generating innovative products and surprising digital experiences. We want to continue advancing with the use of 3D in the service of customer delight, always exploring the possibilities of technology in favor of humanization and complicity, which are part of the essence of our brand”, says the Corporate Marketing director of Lojas Renner,Maria Cristina Merçon.
In the coming days, the retailer’s social networks will bring Rennata — the brand’s digital persona — trying on the pieces and encouraging consumers to dive into this launch that combines the opportunities and benefits of digital fashion with the satisfaction of wearing Renner’s quality and style. .
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