Listen to this articleELSE corp is an “unusual startup”. The company is not only bringing some new and great tech to the market, but even creating a wholly new space on it: so-called “Virtual Retail” sector and its related business model, operational model, marketing know-how etc. To find out more about their technology we sat down with Andrey Golub, Co-Founder, CEO & CTO at ELSE corp:
Q: What is unique about your cloud SaaS API platform for Virtual Retail?
A: It is not very unique, even if I’m sure it is very well made. From the technical point of view – we’ve build, or it is better to tell we are still building, a kind of Cloud & API based Digital Commerce platform, which is interconnectable with the existed IT systems of any business – such as e-commerce systems for example, and of the enterprise businesses, such as CRM, PLM, ERP. But it does even more than a Digital Commerce platform, as it has a high potential 3D Rendering Engine inside it, also available for API level integration into any application workflow, and a 3D CAD oriented Digital Asset Management module, making it compatible with the most presented CAD systems on the market…
But well, after all the most unique thing about the E.L.S.E. platform is that it is basically automating what we’ve “invented” under the “Virtual Retail” concept: a complete virtualization and re-definition of of the value chain in the Fashion Retail industry – making the products which are only existing as virtual garments before a concrete client is ordering a concrete product with concrete characteristics (personalized, possible made to measure), via an 3D enabled interactive front-end for In Store, online, mobile, VR, MR or AR sales.
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Q: Can you give us more insights into your technology?
A: Our main platform E.L.S.E., Exclusive Luxury Shopping Experience is aimed at providing an extraordinary Customer & Shopping Experience in 3D (applications, web, mobile apps, Virtual Reality, Augmented and Mixed Reality environments), that supports, at its core, Mass Customization and cloud based hybrid & distributed Manufacturing services, integrating all their components and processes into brands’ and retailers’ e-commerce, CRM, ERP and PLM systems; from 3D Design and Interactive Visual Merchandising for customized and MTM sales, to on demand production.
ELSE-ware is the second main cloud-based framework by ELSE Corp, a hybrid & distributed manufacturing 4.0 middleware for apparel and footwear, built on top of E.L.S.E. and ready for an integration or extensions (API, Plugins).
A ready solution that we brought on the market just recently, is a vertical solution for the mass customization in footwear industry. we call it ELSE.shoes, a start to end industry solution for the footwear sector, based on E.L.S.E. and ELSE-ware, enabling mass customisation, industrial made to measure and on demand production.
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Q: How is the response from fashion companies so far?
A: First it is “WoW, I can’t believe somebody could study a common solution for the problem of mass customization!”, and then it’s “let’s make a trial project, see how it works, and plan the evolution after a better understanding of the impact on our marketing, product design and developing, supply chain and specially our manufacturing flows”.
Q: What has been the most challenging part of developing Exclusive Luxury Shopping Experience?
A: To continue believing in ourselves that the mass customization will become such an important strategy for the brands, and the “direct to consumer” model will become at the end almost the “only solution” to the problems in the currently adapted fashion system called “ready to wear”.
One would not believe that just 3+ years ago, when we decided to start this ambitious adventure as a startup, instead of a collaboration with one big company to avoid being influenced and confused by somebody’s vision, most of the brands that are leading today’s innovation race exactly with mass customization and direct to consumer vision, were so sure that the customer experience will “never” be as important as the product creativity and the value of the brand… basically, some of them were telling me that consumers could not be allowed to influence the brand’s decisions and brand’s marketing, especially on the product side, that product personalization is ridiculous and could work only for “secondary brands” etc etc etc. I will not mention anybody, to not create an embarrassing situations for no one, but some of the same brand I mention just before with “never”, “do not waste my time” etc, are not actively searching how to adapt the “direct to consumer” and mass customization into their strategy on the level of product design, product marketing and specially on supply chain. So long live to the new Fashion System- REAL TIME FASHION SYSTEM.
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