OTB Group, which owns brands like Diesel, Jil Sander, etc., is working with Google Cloud to make shopping smarter with the help of Artificial Intelligence. This lets customer advisors show shoppers realistic previews of clothes before they try them.
The program starts with Diesel and Jil Sander in the U.S. and Europe and will soon include Marni and Maison Margiela, and then more brands. Using Google Cloud’s AI tools, OTB advisors can give customers a more personal and realistic shopping experience, showing how products will look and fit from all angles.
This technology, called Virtual Try-On, uses AI to make online shopping feel more like visiting a real store, aid customers see items on themselves before buying.
According to coherent market insights, the Fashion Tech Market is expected to grow at a CAGR of 6.6% during 2026 to 2033. Currently, the market is at USD 272.89 Bn in 2026 and is expected to be around USD 400.43 Bn by 2033. The high adoption of AI, augmented reality (AR), along with Blockchain in the fashion industry, and the growing demand for personalized as well as sustainable fashion, is expected to drive the fashion tech market in the coming years. A high inclination toward digital fashion, smart textiles, as well as virtual shopping experiences is altering the retail landscape, in line with the brands to integrate technology-driven solutions.
"I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity. In this context, Artificial Intelligence represents an extraordinary opportunity to make the customer experience more advanced, engaging and personalized. Together with Google Cloud, we have implemented a Virtual Try-On solution that introduces a new personalized shopping experience and provides our teams with more effective tools to deliver outstanding service and build closer relationships with clients. This project brings to life a vision I have been nurturing for over three years, made possible thanks to Google's best-in-class expertise in AI. I am confident this is the natural direction for the evolution of e-commerce and clienteling, and a key driver of growth for the future of the fashion industry," said Renzo Rosso, Chairman and Founder of OTB Group.
"Technology is at its best when it solves real-world challenges for the customer," said Matt Renner, president and chief revenue officer, Google Cloud. "This collaboration demonstrates how Google Cloud's AI can elevate the role of the retail team beyond automating tasks. By integrating Google Cloud's Virtual Try-On, OTB Group is pushing past standard transactions to provide client advisors with the AI tools needed to deliver deeply personal, confident shopping experiences at a global scale."
Source:
Press Release: OTB Group
Company: OTB Group
