Diane von Furstenberg store teams up with Mastercard for AR

A luxury fashion brand is using augmented reality (AR) to provide digital discovery and engagement to shoppers at its Manhattan flagship.

Diane von Furstenberg (DVF) is partnering with Mastercard to enhance the in-store experience for customers and deliver intelligent insights to store associates. By integrating Mastercard digital retail technology in its flagship store, DVF is providing customers who scan QR codes with targeted product recommendations and enhanced information. 

By scanning QR codes that are located throughout the store, shoppers can gain access to digital promotional and storytelling content, as well as additional product information. In addition, customers visiting the flagship’s in-store art gallery can leverage computer vision technology to use their mobile device to learn more information about displayed works.

In addition, Mastercard digital technology provides store associates with visibility to overall performance against specific commercial KPIs, object recognition via device to more easily share product information, and recommendations based on time of day, day of week, product demand, and other variables. 

“Connecting is really important, especially if you want to be a brand that stands out to consumers today,” said Diane von Furstenberg, founder of DVF. “With this technology, DVF has the unique opportunity to bring our customers on a journey, allowing them access to content that brings them closer to our brand story. We are thrilled to partner with the team at Mastercard to create a truly unique experience within our flagship store.”

The partnership will also drive dialogue and engagement through The InCharge Conversations presented by Mastercard, which will include an event series to be held at the DVF flagship throughout the year, as well as the launch of the DVF InCharge podcast on Spotify. The effort will focus on female voices across important topics including entrepreneurship, career, philanthropy, health, family and finances, while also providing networking and mentorship.

As part of the larger partnership, Mastercard is placing Diane von Furstenberg on the Mastercard Women Business Advisory Council, aimed at advancing the mission of women founders across industries with the support, mentorship and insights.

“We’re excited to be partnering with an iconic brand like DVF to further drive the dialogue around women’s empowerment and leverage our latest technology to make every in-store interaction unique and meaningful,” said Linda Kirkpatrick, president of U.S. issuers, Mastercard.

DVF has been focusing on creating in-store omnichannel experiences for the past 18 months. In February 2020, the retailer said it would streamline systems and processes for store associates, turning manual workflows into omnichannel services which can be executed on an iPhone, via partnership with NewStore and Salesforce.

In addition, in September 2018, DVF teamed up with Salesforce to use the company’s cloud-based platform to develop and launch DVF 360, a digital experience that takes online and in-store shoppers on a virtual tour of the brand.