Presentation from NRF 2020: Retail’s Big Show. -- Tomas Stocksen, Innovation & Business Development, H&M Group -- Kathy Wang, Director of Product Strategy and Business Development, Magic Leap

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What is spatial
computing?
01
How can I use spatial
computing to re-
imagine the retail
experience for my
brand and customer?
02
Why should I be
investing in spatial
computing now?
03
How do I get started
with spatial computing?
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6. Spatial computing enables the blending of digital content and the physical environment
Digital environment that isolates
you from the physical world
Digital content that overlays on top
of your physical world
Digital content interacts with your
physical world
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Evolution of Communication Devices
Evolution of Personal Computer Devices
PSTNVoice
1GVoice
2GMMS
3GInternet
4GVideo
Technology moves fast
Spatial computing is the new frontier
5G+ Mobile internet and general purpose computing replaced by one device
SPATIAL
COMPUTING

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LIGHTWEAR
Industry leading operating range
Physiologically safe clipping planes
Highest volume viewing frustum
Dedicated computer vision processor
Speech recognition
Real-time eye tracking
Spatialized audio
Iris ID
LIGHTPACK
Persistent objects
High powered chipset
6-Core CPU design
Up to 1.7GHz processing speeds
CONTROL
6 DoF controller
Gesture tracking
Multi-modal input
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Four pillars of spatial computing
Magic Leap 1 is just the first step
01 02 03 04
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Consumer-
Focused
Interactive shopping
(e.g., native app, web
experience)
1
Enterprise-
Focused
Shopping Brand Marketing
Operational Efficiency Design + Creative
ML digital goods
(e.g., avatar
accessories)
ML physical goods
(e.g., carrying case,
strap)
Experiential retail
(e.g., in-store, pop-up,
location-based)
HCAI interactions
(e.g., stylist, brand
ambassador)
2 3 4 5
Employee training1
Supply chain +
inventory mgmt
Manufacturing +
production
Product design +
development
Store planning +
visualization
2 3 4 5
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Key retail use cases

12. 12
In-store spatial commerce activations

13. 13
In-store fan experience activations

14. 14
In-store operations management

15. New York, 12 January 2020
Tomas Stocksén
HOW CAN IMMERSIVE TECH REDESIGN
FASHION’S RETAIL FUTURE?

16. General Information
H&M Group at a glance
― 74 markets
― More than 5,000 stores
― E-commerce in 51 markets
― Over 177,000 employees
― Net sales SEK 210 billion (22 MDR USD)
― Profit after tax SEK 12.652 billion (1,3 MDR
USD)

17. General Information
Our brands

18. General Information
Our purpose
We believe in making great design part of life
By building a family of brands and businesses, and a network of
partnerships, we take design to the people. Always being mindful of the
world we live in.
Together we strive to design, create and share:
— Products that enrich lives
— Experiences that delight
— Business that does right by all
We are guided by our values and we aspire to the most loved design
group in the world.

19. General Information
Immersive tech
―3D/AR/VR as enablers for
—Creativity
—Personalization and co-creation
—New retail experiences
—New business models
― DIGITAL TWIN OF PPP
―TEST, FAIL, LEARN AND SUCCEED
PLACES
PRODUCTS
PEOPLE

20. General Information
Marketing – Location-based experience: H&Moschino (NY, 2018)

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Immersive tech
―3D/AR/VR/Spatial computing as enablers
for
—Creativity
—Personalization and co-creation
—New retail experiences
—New business models
― DIGITAL TWIN OF PPP
―TEST, FAIL, LEARN AND SUCCEED
Upcycling of existing garments
Personalize YOUR garments
Do it in an engaging way!

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Marketing - Location based experiences: H&Moschiono (2018) 22

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Become the designer that you always wanted to be!

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Showcased at Copenhagen Fashion Summit, Change Maker Lab Berlin & Collision Toronto (2019)

25. General Information
Approach
— To use this look of the page (picture as background),
you need to manually insert the image and a new white
box into the background, behind the text layer.
— Always select images that work together visually.
— Primarily for external presentations.
Personalization and on-demand textile printing

26. General Information
Retail store experience - H&M x Star Wars (Tokyo, 2019)
“It is a great example of how technology can help giving a garment an added value through product customization and on-demand
production. This will allow future business models to be more sustainable by avoiding over production and creating meaningful products
that will be loved and cared for longer.”
- Lucas Seifert (Country Manager, H&M Japan)

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28. General Information
72% of millennials would rather open their wallets
based on experiences rather than on material items.
8 in 10 millennials say some of their best memories
are from an event or live experience.
Source: Harris Group

29. General Information
Expenditures on experiences have grown ~4x faster
than expenditures on goods and ~1.5x faster than
expenditures on overall personal spending.
Source: McKinsey & Company

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Retail experience learnings from utilizing immersive tech
- Tech-driven solutions give us new
possibilities but also set new demands
- Customer engagement is key
- “Wow effect”
- Drive traffic to stores
- Drive sales

31. Retailers up investment in enhanced brand experiences to drive sales
- 87% of executives to increase investment in experiential marketing
- Consumers are 74% more likely to buy a product after a meaningful brand experience
- A memorable retail experience can drive 140% ancillary spend / lift
Source: Event Marketing Institute & Mosaic

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Key reasons to invest in immersive customer experiences

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1. Leverage space + scale + persistence
2. Integrate the physical + digital
3. Explore new interaction modalities
4. Enable social, multi-user experiences
5. Focus on design + impact versus length
Getting started: Creative best practices

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1. Engage millennial customers as early adopters
2. Allow 6+ months for development time
3. Leverage mobile as spectator + companion pieces
4. Incorporate social capture + broadcast component
5. Optimize training, user flow + logistics
Getting started: Operational best practices

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THANK
YOU
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