Extending the Use of Digital Assets into Retail, Marketing & e-Commerce

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Deckers Brands has always expressed the importance of starting your digital journey at the design and development process. Nowadays however, Deckers has reached a level where those same digital assets are being used company-wide and customer facing.

In this talk given at PI Apparel Los Angeles, Mitch Harvey, Senior 3D Innovation Manager at Deckers Brands shares the journey Deckers have taken to maximise the use of their digital assets, specifically:

1. Expanding 3D Digital Asset Use: Mitch discusses the importance of extending the application of 3D digital assets created by the 3D team to downstream processes such as retail marketing and e-commerce. This approach aims to enhance efficiency and coherence across the product lifecycle, from creation to sale.
2. Software and Asset Creation: The presentation covers the variety of software used in creating and managing digital assets, including Roman’s CAD for footwear modeling, Rhino for soles, and CL 3D for apparel. This diverse toolkit facilitates a wide range of design and development processes, including material digitization, colorway rendering, and virtual fit testing.
3. Digital Twin Implementation: Harvey highlights the use of sample scanning and digital twins for products that cannot be created by the team due to resource constraints. This method allows for the creation of accurate digital replicas of physical products, enhancing the utility of 3D assets in visual line planning and assortment tools.
4. Integration with Marketing and E-commerce: A significant portion of the talk focuses on how 3D assets are being utilized by marketing, e-commerce, and social media teams. The assets are not only used for internal purposes but also actively deployed in marketing campaigns, online product displays, and interactive consumer experiences, including AR try-ons via Snapchat.
5. Material Scanning and Digital Libraries: The adoption of technologies like Swatchbook for material scanning has streamlined the process of creating realistic 3D models and has facilitated the maintenance of an internal online library of materials. This advancement supports the accurate representation of products in digital form and expedites the design review process.
6. Virtual Line Planning and B2B Tools: Deckers has developed in-house tools for visual line planning and B2B sales, incorporating 3D visualization to aid in assortment planning, merchandising, and sales processes. These tools enable dynamic updates and interactive presentations, significantly reducing the need for physical samples and printed catalogs.
7. Future Directions and Innovations: Looking ahead, Harvey touches on exploring the metaverse, virtual showrooms, and further integrating 3D assets into consumer-facing platforms. The discussion indicates a forward-thinking approach to digital asset management and marketing, emphasizing the potential for growth and innovation in utilizing 3D technologies.