CH Carolina Herrera brings luxury fashions online with IBM Watson customer engagement capabilities on Cloud


This article is brought to you by Retail Technology Review: CH Carolina Herrera brings luxury fashions online with IBM Watson customer engagement capabilities on Cloud.

IBM has announced that fashion designer and manufacturer Sociedad Textil Lonia (STL) has launched a new online destination for luxury brand CH Carolina Herrera using digital commerce capabilities on the IBM Cloud.

According to a study from the Altagamma-McKinsey Digital Luxury Experience Observatory, the online sales of luxury goods will reach $90 billion by 2025, up from just over $24 billion in 2016. With more and more consumers purchasing high-end, fashion products outside the physical store, STL turned to IBM to launch Carolina Herrera and make its goods available to the growing number of consumers looking to purchase luxury items online.

"It was essential for us to move our unique shopping experience to the online world and to help our customers better identify with our brand values. To do just that, it's key for us to find partners like IBM that add value to the company and all of the new projects and technological challenges we are addressing," said Pilar Pérez, Human Resources manager of Sociedad Textil Lonia.

STL designs, manufactures and sells ready-to-wear and accessories through two luxury brands, CH Carolina Herrera and Purificación García. Since its launch in 1997, STL has been focused on the long-term development of its fashion and luxury brands through its own commercial network comprised of 750 stores in 43 countries spanning four continents.

Today, features a catalog of products that includes women's and men's fashion as well as accessories and fragrances. Now customers can enjoy the CH Caroline Herrera experience in their local store or on the device of their choice including their smartphone or tablet. In addition, these channels are all part of an integrated omni-channel experience that allows a customer to, for example, buy items online from their mobile device while leaving work and arrange to pick them up at their nearest retail store on their way home so they can wear it that very evening.

"When it comes to retail, consumers expect engaging experiences from all of their favorite brands whether they are located at their local shopping plaza or half way around the world," said Inhi Suh, General Manager, IBM Watson Customer Engagement. "IBM's offerings place the customer at the heart of any retail experience. Now CH Carolina Herrera is making it easy for customers to satisfy their thirst for luxury items through an extensive catalog of products that they can enjoy how and when they wish."

Launched using IBM Watson Commerce and supported by IBM Cloud, the CH Carolina Herrera site supports both English and Spanish and features products that are available to customers in 17 countries (Spain, Portugal, the United Kingdom, France, Germany, Italy, Holland, Belgium, Ireland, Poland, Luxemburg, Austria, Finland, Greece, Denmark, Sweden, Monaco). In the coming months, the site will expand its reach with the launch of online stores to the United States and Mexico, giving CH Carolina Herrera greater reach than ever before.

IBM's Customer Engagement portfolio powers a full spectrum of solutions including cognitive engagement offerings delivered as a service and on premise.

IBM currently is working with more 17,000 companies around the world including Amadori Group, American Eagle Outfitters, Boots, Ermes, Moosejaw Mountaineering, Office Brands, Performance Bicycle and REI.

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