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Nicola Mira
Jun 23, 2020
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OTB launches experiential virtual showroom

Translated by
Nicola Mira
Jun 23, 2020

Renzo Rosso’s OTB group, like other fashion industry players, has been pushed by the pandemic to accelerate its transition to digital tools, and has now announced the launch of an “ultra realistic” virtual sales showroom. OTB’s new showroom is unique because it isn't dedicated to one label only, like those recently introduced by Gucci and Balmain for example, but it is a digital environment home to several different names, featuring among others Diesel, Margiela, Marni and Viktor & Rolf.

The virtual showroom of French label Koché, which is distributed by OTB - OTB

In a press release, OTB stated that the showroom is “based on an end-to-end, modular group infrastructure designed by a cross-functional team, [allowing] for customized solutions to reflect the style, environment, and digital assets of each brand.” The new showroom will première with the sales campaign for the Fall/Winter 2020-21.
Inside the showroom, buyers will be able to “take a sensory journey through virtual spaces and will be guided through remote buying sessions by vendors connected in real time,” as OTB indicated in the press release.

The new platform has been designed and produced with support from management consulting firm Accenture. All the products featured on it are presented digitally with videos, high-resolution 3D images and 2D close-ups.
“The way and space in which collections are presented make a difference,” said OTB, adding that “it was important to keep the visual component of physical showroom visits. From the creation of realistic and unique environments, to the accurate representation of the items that compose the collections.”
In OTB’s latest virtual tool, vendors “will remain extremely important, and part of the buying session through live chats.” The group also underlined that the virtual showroom will allow for a reduction in the number of samples that need to be produced, and cut the carbon emissions linked to their transportation.
OTB has an annual revenue of €1.53 billion. Besides owning Diesel, Margiela, Marni and Viktor & Rolf, the group also holds a stake in Californian luxury denim label Amiri. It also owns childrenswear specialist Brave Kid and Staff International, the company that produces and distributes Marni and Margiela, as well as labels under licence like Dsquared2, Just Cavalli and Koché.

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