Agreement between Google and Diesel: clothes are measured online

Wearing a garment, visualising it in 3D, modifying it. Look at yourself, or rather mirror yourself, in a video, even on the move. Without moving from home. The agreement signed by Google and Otb - the Italian fashion holding company founded by Renzo Rosso that controls Diesel, Martin Margiela, Jil Sander, Marni and other luxury brands - is a triple leap forward in the evolution of online shopping, but with the feeling of an intermediate step between the virtual world and the physical fitting room. Artificial intelligence at the service of the customer, but also of the salesperson, more and more a personal consultant in distance shopping. One more tool to beat the consumer crisis that is gripping fashion and retail sales.

The Google Cloud application, customised for Diesel, is called Api Virtual Try-On and allows customers to visualise with great realism how specific garments will look and fit on their body when worn. Shop assistants and customers will share images, edit them, and be able to complete the entire outfit by selecting garments from the desired brand's portfolio.

The service will make its debut in the US and Europe with Diesel and Jil Sander and will then be extended to the other brands of the Otb group and in all markets, with solutions adapted, thanks to artificial intelligence, to individual brands and countries.

It is an agreement that is part of a tailor-made shopping spree undertaken by Otb some time ago. "I have always believed in technology as a strategic lever capable of amplifying human talent, a tool at the service of people and creativity. In this scenario, Artificial Intelligence represents an extraordinary opportunity to make the customer experience more evolved, engaging and personalised," explains Renzo Rosso, the first to believe in the usefulness of this service.

Diesel and Google have been working on the project for three years. "We wanted to offer our teams even more effective tools to guarantee a top-level service and build closer and more authentic relationships with customers. Thanks to a technology partner of this calibre, we were finally able to create a completely tailor-made product and a tool to shorten the sales process". The online approach, as part of an increasingly personalised customer approach strategy, will also facilitate the arrival at the physical shop, but with clearer ideas about purchases. Online sales do not exclude in-store sales and vice versa. The omnichannel philosophy, on which Diesel has been working for some time, coupled with experiences that in the intentions of the management of the Italia brand will be highly personalised on a global level, without geographical limits. Customers, for example, will be able to place their images within the latest Diesel or Jil Sander campaigns, fashion shows or events.