In marketing, it is now essential to offer a personalized experience to the customer. H&M, the Swedish ready-to-wear chain, has just partnered with Google through Ivyrevel, its brand only available online.
The idea of both entities is to offer a new mobile application to clients. The application, named Coded Couture, will allow them to obtain a unique dress, tailored according to their profile and habits.
How will they do it?
They will exploit, with the permission of the user, all their personal data to design a dress that corresponds to their way of life.
The app relies on Google’s Awareness API, which basically makes use of all the sensors on a phone. It can detect whether a person is walking or driving, it picks up on nearby Bluetooth beacons, knows whether headphones are plugged in, detects exact location, and remembers weather conditions.