Hugo Boss has partnered with multi-channel technology provider One iota to help improve customer experience.

Last year, the luxury fashion retailer introduced two new store concepts, integrating digital technology and ‘community spaces’ – which play into the trend for increasing dwell times in store and adding experiential, multi-channel elements to bricks and mortar spaces.

Digital screens have been installed throughout as focal points within the layout, along with One iota’s touchscreen mirrors, which have a shoppable mode showcasing the full product range, and a signage mode to display branded content.

A ‘community wall’ also aggregates user-generated content from Hugo Boss social media platforms.

Joe Ellis, director of global retail operations, at Hugo Boss, said: “As a fashion brand, we are always looking at innovative approaches to enhancing our customer experience in-store.”

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