CSA Exclusive: Fossil offers multi-category virtual try-on

Fossil Group Inc. is offering what it calls a “stackable” virtual try-on experience.

The watch and accessories brand, which recently mobile-enabled its in-store checkout process, is now pursuing innovation in its digital commerce channel. 

In an exclusive interview with Chain Store Age, Holly Briedis, executive VP, chief digital & customer officer of Fossil Group, explained how the company’s cross-category, stackable virtual try-on offering, an expansion of an existing digital shopping feature, works.

"This new experience helps bridge the gap between the in-store and online shopping experience, as our customers now have better context around things like size, shape, and how items look paired or relative to each other — something they wouldn't be able to experience previously unless trying on in-person," said Briedis. "The end result is creating a seamless, personalized look all within a few clicks."

Leveraging the Fossil Virtual Try-On Multi-Category feature, customers in the U.S. can now virtually pair multiple categories of accessories including watches, bracelets and rings, all in one seamless, interactive platform. 

To utilize the offering, customers can visit the U.S. Fossil website, click on any bracelet, ring, or watch, and then look for the stacking toggle in the right corner of the "Try On & Compare Size" call to action. The company offers the feature in partnership with virtual try-on solution provider Tangiblee.

“Tangiblee has been our virtual try-on partner for the past few years; we recognized an opportunity for an enhanced consumer experience feature and partnered with Tangiblee to implement this new technology within their product feature roadmap,” said Briedis. 

According to Briedis, Fossil had already been utilizing a Tangbilee single-category stacking feature (i.e. rings with rings, bracelets with bracelets) for virtual try-on.  

"However, as we think about how the Fossil customer shops and prefers to build his or her own unique look, we wanted to push the boundaries of the shopping and try-on experience we had already built," she stated. "From our data, we know customers are engaged and more likely to purchase after interacting with Tangiblee, so we were confident we could deliver an enhanced, multi-category stacking experience that would resonate well with customers."

In the coming year, Fossil intends to expand to offer this shopping tool to global consumers, as well as add necklaces and earrings to the stackable virtual try-on experience.

Fossil Group Inc. operates under a portfolio of owned brands Fossil, Michele, Relic, Skagen, and Zodiac; and licensed brands, Armani Exchange, Diesel, DKNY, Emporio Armani, Kate Spade New York, Michael Kors and Tory Burch., with a distribution network across various geographies, categories and channels.