Bestseller stages first 3D event, shows new collection to VILA's B2B customers
Danish fashion giant Bestseller has been diving deeper into technology in recent periods, and that’s been accelerated by the effects of the pandemic on ‘normal’ business.
Its latest initiative is 3D, which it used for its VILA brand’s collection preview this week and that it says is making the most of “years of determined work with digitalisation” that led to the first full-blown 3D event.
The brand usually hosts two large events for its Key Account customers in selected locations to introduce its seasonal collections (2019 saw it decamping to Barcelona for the big celebration). But such events are off the agenda for now due to pandemic restrictions, so tech is really coming into its own.
It hosted its 100% digital event on February 2 based on 3D collection samples, 3D models and “a completely unique VILA 3D universe, taking the most advanced 3D showrooms to new heights,” brand director Simon Khong Harbjerg said. “Based on the quality of the event we have high expectations to its success. As a very positive side effect we can also invite our Field Accounts to take part afterwards, as we are not as limited in regards to the number of guests as we would have been at a physical event”.
As part of its product development process, VILA started investing in 3D pre-corona, and he said the investment is “now showing its worth”.
The brand director added that the tech can “secure faster and more flexible processes, eliminating the production of samples and therefore minimising waste. It’s relevant both environmentally speaking and in terms of efficiency, which again has a positive effect on the entire value chain.
“The 3D solutions are therefore not just digital tools that have come in handy due to the physical constraints of the current pandemic – it’s solutions that very much optimise processes going forward”.
The company said that while a big in-person event isn’t possible, “3D offers new and exciting possibilities to meet customers in inspiring and extraordinary ways”.
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