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Conferencing Being Leveraged in Fashion Industry


April 24, 2017

Orange Business Services has been contracted by the Melon Fashion Group to use video conferencing services to create a virtual dressing room to facilitate greater collaboration between fashion designers. There are three large brands that make up the Melon Fashion Group (Zarina, Love Republic, and befree) and all have designers that are based all over the world, spread through Russia and China. In the past, this has made collaboration between workers from different brands a very costly and time consuming endeavor, as hours of travel were necessary in order to get designers in the same room so they could work together.


With the use of video conferencing, however, this is no longer the case. Orange Business Services has created a virtual fitting room that allows designers and manufacturers from hundreds of miles away to interact with each other as if they were in the same room. The room uses a multitude of high definition cameras positioned at different angles to allow users to view clothes as they are being designed from any point of view in real time. This makes it much easier for collaboration to occur and issues in design to be identified, discussed, and fixed much earlier in the design process.

“The virtual fitting room service based on Open Video Presence has enabled us to optimize our designers’ work and speed up the preparation of new products for mass production,” said Alexey Morozov, the CIO of the Melon Fashion Group. “In addition, we have avoided the need to create a video server, replacing it with convenient cloud services. We plan to continue our move toward cloud services, which are helping us optimize operating processes and achieve cost savings.”

As conferencing services continue to grow more and more sophisticated, the possibilities they offer for collaboration continue to grow as well. The fact that fashion designers, who are notoriously hands-on when it comes to their work, are willing to make use of these services to collaborate with others, should serve to illustrate how strong these products have become.




Edited by Alicia Young

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