France is the world leader in global luxury market, accounting for more than half of the entire global market. And LVMH, the luxury goods company that owns about half of all French luxury brands, is dedicated to preserving and developing its value. The presence of LVMH at Viva Technology, which celebrates its 4th anniversary as an annual conference that provides opportunities of collaboration for global companies in France and global startups, was remarkable. Maybe it was to appeal to the young consumers, who are much more engaged on social media. LVMH gained huge attention by sharing on social media in real time its 3-day journey at Viva Technology in May.

 The thing that caught the attention the most was LVMH's demonstration of its handbag collection at the Louis Vuitton Cruise 2020 runway show – the OLED screen prototype. The handbag collection with built-in flexible displays had already been premiered at the Cruise 2020 show, shaking the landscape of the fashion industry. Viva Tech, however, was the first venue for consumers to have the chance to actually experience the product that is not commercialized, gaining positive response. The flexible AMOLED displays developed by California-based Chinese startup Royole, which offers wearable displays in different ways, were applied to Louis Vuitton's signature monogram. Louis Vuitton unveiled two prototypes – one with a single screen and another with two. The displays are an extension of the smartphone, allowing for the bag owner to choose images or videos on her phone to scroll on the handbag's touchscreen. Bernard Arnault, CEO of LVMH, said that the canvas of the future proposes a new vision and that LVMH's luxury products are closely related to such new technologies and the digital world.

 LVMH holds LVMH Innovation Award every year and selects and invites 30 finalist startups to Paris. The refreshing and innovative ideas of the invited 30 startups are opened to the public at the LVMH Luxury Lab at Viva Tech, and the winner is announced at Viva Tech. In line with this year's Viva Tech theme, Crafting the Customer Experience of Tomorrow, the 30 ideas of the most creative expression of the customer experience of tomorrow were categorized into 8 areas including Awareness, Exploration, Payment, Omnichannel and CRM. Among the startups, 3D Look, which won the LVMH Innovation Award, was in the Trial Experience category. 3D Look is a startup specializing in mobile body scanning technology that can be applied to fashion and clothing brands.

 3D Look's interface measures body size and shape of customers using just two photos – one from the front and one from the side – and creates a 3D body data profile to help customers have a hyper-personalized shopping experience. The interface integrates 3 types of solutions: Perfect Fit, Virtual Try-On, and Body Measurements.

 This is a solution for all clothing businesses, and it exists for the purpose of literally finding the 'perfect fit' for customers. It recommends the most perfect clothes size for the customer.

 This solution allows customers to try on clothes using AR, reducing any doubt concerning the fit, size and style.

 Body Measurements is a solution developed for clothing stores that specifically offer customized products. It develops a list of 24 body measurements such as height, arm length, leg length, and shoulder width to provide measurements required to make customized clothing.

 Customers are becoming smarter. We no longer live in an era where luxury equals trend. In the 21st century where quickly meeting the expectations of smart customers with something completely new and fresh is important, luxury company LVMH understands that it must focus on customer experience in order to protect and further develop traditions and legacy. To become a leader that provides high-quality products and unique experience, LVMH chose to adapt to technology and is currently immersed in technology innovation. LVMH chose a startup that interpreted 'crafting the best customer experience of tomorrow' as 'providing personalized shopping experience'. Wouldn't it have made that decision to help customers reduce the time it takes to make these choices because it knew and related to how difficult it is to buy clothes of accurate sizes without trying them on and how inconvenient it is to have to return them when they don't look like what you thought?

 Even today, LVMH continues to move towards its goal to lead the times. So, What's Next?