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AI IN FASHION RETAIL: VIRTUAL TRY-ON AT BREUNINGER

How Breuninger is creating hyper-personalised shopping experiences with the support of iteratec

AI in fashion retail

Together with Google Cloud and iteratec, Breuninger is setting new standards in the digital customer journey. As one of the first fashion retailers in Europe, the company is integrating Virtual Try On into its own app and, through the productive use of an innovative AI model from Google Cloud, is making virtual try-ons a reality. The generative AI solution not only creates a unique, hyper-personalised shopping experience, but also answers one of the fundamental questions in fashion e-commerce: Does this garment suit me?

Personalisation as a megatrend in online retail

In the fashion retail market, the quality of the digital experience is a crucial factor in a company’s success. Personalisation is no longer just a trend, but the key driver of customer satisfaction.

Against this backdrop, Breuninger wanted to take the digital customer journey to a new level and bridge the gap between the physical in-store experience and the digital world. The solution is Virtual Try On (VTO), a feature that allows customers to see garments virtually on their own bodies. The aim is not only to increase conversion rates through a unique shopping experience, but also to enhance the brand experience.

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Technological pioneering work with Google AI

As a strategic implementation partner, iteratec supported Breuninger in the design and implementation of a forward-looking architecture. To realise this innovative edge, the team from iteratec and Breuninger – as one of the first movers in Europe – utilised a new AI model from Google Cloud that was developed specifically for VTO scenarios.

For the technical implementation, the project team set up a high-performance and scalable cloud infrastructure. This orchestrates the complex workloads of the AI model developed by Google and combines them with computer vision to precisely project clothing onto users’ images. Working in collaboration with Google, the team iteratively optimised the application of the model. Guided by business value and rapidly validated through rapid user testing, this ensured a realistic and brand-appropriate visualisation that meets the premium retailer’s high quality standards.

A new benchmark for AI-powered commerce

The project demonstrates that generative AI can be a key enabler for the customer experience of the future. With the successful go-live, Breuninger has established itself as a pioneer in European AI-driven commerce, becoming one of the first major retailers in Europe to utilise this technology for a hyper-personalised customer journey.

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