The Next-Gen 'GU Style Studio' Blurs Online & Offline Experiences
Laura McQuarrie — December 4, 2018 — Business
References: gu-japan & thecurrentdaily
The 'GU Style Studio' recently opened in Tokyo, Japan's fashionable Harajuku district, promising consumers "a next-generation shop that connects online and offline."
While brick-and-mortar stores give consumers the benefit of being able to feel and try on products in real life, online stores allow for fast browsing and purchasing. The GU Style Studio combines the best of both kinds of retail experiences and gives consumers the opportunity to see products virtually modeled on avatars via in-store displays. At the GU Style Creator Stand, store visitors are able to create their unique avatar by taking a photo of themselves, then using the QR codes for individual items with the GU Style Creator App to see the styles come to life on the digital model in their likeness.
While brick-and-mortar stores give consumers the benefit of being able to feel and try on products in real life, online stores allow for fast browsing and purchasing. The GU Style Studio combines the best of both kinds of retail experiences and gives consumers the opportunity to see products virtually modeled on avatars via in-store displays. At the GU Style Creator Stand, store visitors are able to create their unique avatar by taking a photo of themselves, then using the QR codes for individual items with the GU Style Creator App to see the styles come to life on the digital model in their likeness.
Trend Themes
1. Next-gen Retail Experiences - The emergence of the GU Style Studio highlights the trend of creating new and innovative retail experiences that bridge the gap between online and offline shopping.
2. Virtual Modeling - The use of avatars and virtual modeling in the GU Style Studio indicates a growing trend of integrating technology to enhance the shopping experience and allow customers to visualize products more effectively.
3. Personalization in Retail - The GU Style Creator Stand and App exemplify the trend of providing customers with personalized experiences, allowing them to create their own avatars and see products tailored to their individual preferences.
Industry Implications
1. Fashion Retail - The GU Style Studio presents disruptive innovation opportunities in the fashion retail industry by combining online and offline elements to offer a unique and personalized shopping experience.
2. Technology - The integration of avatars and virtual modeling in retail stores suggests potential disruptions in the technology industry, particularly in the development of enhanced virtual reality and image recognition technologies for retail applications.
3. Marketing and Advertising - The concept of virtual modeling and personalized avatars opens up possibilities for disruptive innovation in the marketing and advertising industry, where brands can leverage these technologies to create immersive and engaging campaigns.
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