Completely "curved" Japanese stores: the hangers of a store of the Japanese clothing brand Vanquish offer customers information about the selected item, screens to turn them into manga heroes... triggering digital display screen contents
The clothing brand Vanquish (Ceno Group) is currently testing interactive digital concepts from teamLab in a selection of his stores in Japan.
The first, called teamLabHanger, is a digital signage system that links the hangers in a store to a screen wall.
When a hanger is removed from the wearer, a video related to the garment chosen by the customer is triggered on one of the nearby screens.
By removing the hanger from the carrier, the customer can automatically obtain information about the selected article, for example tips on how to accessorize it. A video related to the chosen garment is then projected on one of the many screens in the store. Another application of this hanger like no other: it allows to adapt the music of the store and the light. For example, if the customer chooses an evening dress, festive music is played. For an everyday outfit, another piece of music is selected automatically.
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The second concept, teamLabCameraThis allows customers to take pictures of themselves in a different way: a filter and a mask, with Manga sauce, are placed on each of the pictures to stylize them and make them unique. The photos can then be shared on Facebook.
For the brand, these digital hangers represent above all a mine of valuable information, allowing them to directly assess the popularity of a product and the effectiveness of its placement in the store. Marketing gadget or real in-store sales aid? Certainly a glimpse of tomorrow's business...
