FNG, the retail group behind brands such as Brantano, Fred & Ginger and CKS, actively works hard to keep track of in the ever-changing retail market. This covers one of the main challenges for Kevin Van der Straeten, who is responsible for the innovation projects and the e-commerce platform for FNG.
These days, more and more retailers become aware of the importance of continuously introducing through new innovations in the retail industry. For this reason, FNG launched a series of new technological innovations, such as Artificial Intelligence, user recognition and 3D foot scans. To sustain this innovative trend, FNG continues its search for new features to keep on enhancing conversion rates and staying relevant in the market. It is all about having an omnichannel approach.
A brand new online feature FNG recently introduced for Brantano, is the personal online styling app Hellow.me. The app is a mixture of AI and human retail expertise and shows how FNG succeeds to respond to growing competition and shifting needs of retail customers.
Hellow.me is built on the knowledge of Suitcase, the webshop FNG acquired in 2017. But how does it work? Users run through an online intake process, where one declares their styling preferences by filling out some questions. Which styles and colors do you like? For what occasion are you looking for an outfit? Do you prefer jeans or a chino? After completing, stylists suggest one or more possible outfits. Next to this, customers can also book an appointment with a stylist in a physical store. As Kevin van der Straeten states: “The technology itself doesn’t suffice, you also need fashion expertise and a comprehensive product assortment. The retail group currently has different AI applications up and running, but I believe so much more is possible.”