Figure 3.2: Image stills of a shoe slider GIF

While AlphaOmega London uses advanced technology for the whole supply chain process, the brand should integrate that same ideal into its marketing and selling strategies for this launch. Building a digital, immersive experience is a new and innovative way to for customers to shop product launches, brought on by lockdown and minimized in-person spaces. Suggestions like dynamic product videos, 360-image rotations, and digitalized showrooms are advanced approaches to selling product for consumers born into the technological age. EDITED Retail (2021a) explains, “A vital benefit of a digitalized space is the opportunities to expand your reach by acquiring new consumers on a global scale. A digital showroom allows new and returning customers to shop with your brand while allowing them to experience a sense of escapism through your brand identity, regardless of location.” To implement this idea into AO London’s strategies for targeting Gen Z with this product launch, the brand could collaborate with other companies, like the Institute of Digital Fashion (IoDF). The company uses AR/VR technology to build an inclusive, advanced, and immersive shopping experience. The Institute of Digital Fashion has collaborated with Machine-A recently to develop an Instagram filter that allows you to use your physical space to learn about Machine-A and visualize their products (Rogers, 2021a). AO London can collaborate with IoDF to show that the products are digitally designed and can be customized (See Figure 3.2). Digital showrooms not only expand eco-fashion boundaries by minimizing waste, “the advantages experienced through streamlined processes and the need to no longer be required in a physical location will be favored among buyers and will support an easy purchasing process in a competitive market.” (EDITED Retail, 2021a). Further divulging into technology for omni-channel shopping, “The rise of QR codes, seen during the coronavirus outbreak, will play an important role in helping retailers cater to Gen Z’s desire for a more blended and interactive in-store experience.” (EDITED Retail, 2021b). AlphaOmega London’s sales thrived on pop-up shops in pre-COVID times (See Appendix 4), and after the AO Gen 3000 bags are digitally launched, implementing QR codes, apps, and virtual gift incentives for shopping will create an immersive shopping experience for the future of consumers.

Figure 3.2: Image stills of a shoe slider GIF to show the design process of AlphaOmega London’s shoes, created by Emily Freund