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-on 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?
In the fashion retail market, the quality of the digital experience is a decisive 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 enables 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.
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, 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. 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.
The project demonstrates that generative AI can be an enabler for the customer experience of the future. With the successful go-live, Breuninger has established itself as a pioneer in European AI commerce, becoming one of the first major retailers in Europe to utilise this technology for a hyper-personalised customer journey.
Breuninger is a leading retailer in the German premium and luxury segment, with 13 branches and over 6,500 employees. It is renowned for its first-class customer service and aims to extend this excellence to its online sales channels in order to offer high-quality, personalised user experiences.