Holographic displays, robotic arms to take pictures of clothes, connected terminals, 3D fitting rooms ..., the 4th edition of Traffic, the parisian trade show for fashion business services showcased, last March, a lot of innovations to (but not only) fashion tech-savvy visitors. Let’s have a look with Le Boudoir Numérique.
By Ludmilla Intravaia
In the entrance of the Traffic show, a sneaker and a bag appear to be floating in mid-air. A visual effect, made by the HyperVSN system, distributed by the company Together Plus, allowing the creation and the diffusion of 3D holographic videos, thanks to LEDs placed on rotating blades. A visual display that is reminiscent of some great moments in sci-fi movies, such as the holographic advertisement of AI Joi in Blade Runner 2049 by Denis Villeneuve or the giant shark (from Jaws 19!), jumping straight out of a facade to virtually engulf Marty McFly, in Robert Zemeckis' Back to the Future II.
Comactive is a company designing holographic window displays and 3D solutions, to enrich the customer experience, in stores for example, with a scenography combining real and virtual images. "We use the virtual to magnify the real", explains Jean-Pierre Connan-Rivière, Co-Owner at Comactive to Le Boudoir Numérique : "We want to arouse the spectator’s emotions, by telling a creative story that will convey the message of the product."
Orbitvu provides an automated photography solution, for example for items sold on e-commerce websites. "This system allows to take pictures of products from the size of a jewel to that of a car, including that of a full-lenght model", says Olivier Sury, Country Manager France at Orbitvu : "One of the advantages is that the photographed product is cut out, the background is instantly deleted to avoid further editing."
To automate the production of images by using a robotic arm, associated with a dedicated online platform, this is the solution proposed by three partner companies : the optical products specialist Canon, the editor of a platform to optimize e-commerce photo production called Grand Shooting and the robot Max from Cinemotion Lab, a film and advertising production company. "The e-commerce websites must photograph thousands of articles, in order to present them as soon as possible on the market”, tells Smaël Lokmane, Sales Director at Canon : "Our solution allows to reduce the time between the product and its digitalization for online sales and thus improves productivity."
The Sizomatic 3D smart fitting room takes 120 measurements of the customer’s body and uploads them in a dedicated application, Sizofit, showing his avatar figure. By scanning the barcode of a piece of clothing in a shop, for example, the consumer knows if it corresponds to his size, without having to try it on. "Decrease in parcel returns, better inventory management, optimization of clothing sizes and, ultimately, creation of totally personalized garments, according to the client's morphology, such are, among other things, the possibilities offered by our smart fitting room", observes Alexandra Isselin, Chief Marketing Officer at Sizomatic.
Thunderstone connected terminals propose to buy items that are not stored in shops. Let’s imagine, for example, that you have tried a pair of blue sneakers in a store. The model and size suit you but you want the sneakers in red and the shop doesn’t have them in stock. It is possible to order and pay them on the terminal, and then to come back later in the shop to collect them. "Our terminals help reduce customer frustration and lost sales due to lack of inventory", says Project Manager at Thunderstone, Emile Kaczorowski.
The fourth edition of Traffic, the parisian trade show for fashion business services (including a fashiontech zone), took place from 20 to 21 March 2019 at Le Carreau du Temple in Paris. The website is here.
