Market Intelligence: Renner creates clothes with 3D technology after the 1st fashion show in virtual reality in Brazil

Innovation has been one of the pillars of communication and in the creation of new Renner pieces. The retail chain promoted the first Brazilian fashion show in virtual reality at Masp (downtown São Paulo) to present its autumn-winter collection this year.

At the event on March 21, the public could wear glasses to accompany the immersion work and see the clothes, with an invisible mannequin, walking in various outdoor scenarios.

According to Fabio Faccio, CEO of Lojas Renner, the pandemic made Renner reinvent itself in many ways.

“We have always followed the change in consumption habits and this has accelerated in recent years. To meet the constantly changing demands, we acted quickly on different fronts: we expanded our sales and relationship channels, as well as our product mix, in addition to improving the shopping and delivery experience”, he says.

Now, the brand presents its first collection developed with a completely digital process, with 3D technology and some other features. To present the line, a store in virtual reality will be available from this Friday (1st).

There are nine looks and 15 women’s fashion pieces created for this action. On the website, it is possible to select the pieces, zoom in or out and rotate them in 360°, with an advanced level of color and texture details, according to Renner.

“Innovative software was used in all stages of development, from creation and modeling, through the simulation of fabrics, textures and prints, so that the visualization of the product was as realistic as possible, ensuring the digitization of the entire development chain. of fashion product”, explains the company.

Fabio Faccio points out that Renner has focused on the digital transformation journey since 2018 mainly in order to improve customer experience through innovation and an omnichannel strategy.

“Since then, we have recorded an important advance in sales through digital channels, which today have a new level of relevance within our business and that work in a fully integrated way with the physical environment”, says the CEO.

According to company data, digital sales grew by 49.9% last year (even with a record comparison base from the previous year) and ended 2021 representing 13.5% of total sales.

“We have developed new features and services on our website and application, giving consumers greater autonomy”, he says. “We also bet on new forms of sales and interaction, such as WhatsApp. This modality saw sales grow 10 times in 2021 compared to 2020, becoming the channel with the highest average ticket and conversion in our ecosystem.”