Ferragamo unveils the Future of Craft: Tramezza Made-to-Order

Salvatore Ferragamo unveiled its newest Tramezza men’s shoe collection and innovated the customer experience with an augmented reality made-to-order service.

The label is working in tandem with Microsoft and its technology partner Hevolus for its digital transformation journey, to meet the expectations of increasingly digital customers.

Thanks to Microsoft’s Cloud Computing and Mixed Reality technologies, on which Hevolus’s Augmented Store at Home platform is based, the brand will offer an innovative service to its customers. By using Microsoft Azure Cloud and HoloLens 2 to create an immersive and personalized virtual reality experience, Ferragamo will allow its clients to choose and customize the shoe collection, either in-store or online, through a high-resolution platform.

Ferragamo has exhibited a standard for quality and craftsmanship in its shoe collections for generations. Now the luxury leather goods maker is interweaving its long-established craft with technological innovation.

Through Microsoft’s cloud computing and mixed reality abilities, Ferragamo will now provide customers the ability to choose from four Tramezza models — Baron, Barclay, Brighton, or Ronald — and five materials — Betis, suede, crocodile leather, lizard, or crocodile nubuck. Customers will also be able to choose the buckle as well as their preferred sole color.

“Craftsmanship and innovation have always distinguished our Tramezza shoe collection and thanks to the collaboration with Microsoft and Hevolus, we will be able to assist our customers even more effectively, offering highly immersive and personalized experiences,” said Micaela le Divelec Lemmi, CEO of Salvatore Ferragamo

The program will allow customers to visualize a digital replica of the collection and interact with the 3D samples to accurately customize which materials and colors they want. In the application, customers can begin shared interactive sessions where a client-advisor may enter customers’ virtual rooms to assist in choosing and configuring the models that best fit their preferences.

These advisors are able to visualize selections made by the customer and lead the customer’s experience by remotely assisting in the selection process and order fulfillment, similar to the accommodations provided by an in-store associate.

“Salvatore Ferragamo’s experience confirms the increasingly central role of new technologies also in the luxury market and in particular in the fashion market, a sector that is proud of its tradition and craftsmanship,” said Silvia Candiani, CEO of Microsoft Italy