Hugo Boss partners with One iota to launch Smart Fitting Room

Hugo Boss has partnered with One iota, a UK-based omnichannel retail technology specialist, to launch its ‘Smart Fitting Room’.

Equipped with RFID, the room offers customers digital access to extensive product information, including material and care instructions as well as alternative size availability. It will initially be integrated into eight of 17 fitting rooms in the new BOSS flagship store in Düsseldorf in Germany.

Due to RFID technology, items in the changing rooms are immediately recognized and displayed on a screen. Additionally, customers can use an application on the screen to request additional items or help from the sales team for personal advice, without leaving the changing room, creating a more comprehensive service.

Oliver Timm, Chief Sales Officer and Deputy CEO at Hugo Boss, said: “Today more than ever, our stores are points of experience where we can offer a unique experience and individualized services to our customers. The aim is to inspire customers for our brands in the long term and create new opportunities to connect beyond the collections available in our stores.”

He added: “The new BOSS store in Düsseldorf demonstrates this approach, together with our flagship stores in London, Dubai, and Tokyo. With our new design and hospitality concept, which reflects our premium positioning, and new digital services that are industry-leading, we are taking the customer experience to the next level.”