Oli, the latest brand from Otto Group - the largest home shopping group in the world, offers a stylish range of premium designer lines to compliment every wardrobe and lead the way in the democratization of fashion. Those 'in the know' continue to mix and match designer and high street pieces, so Oli aims to encourage this trend via the new interactive website supported by a Style Guide.

Best Practices:
Oli is optimizing Scene7 OnDemand, a hosted rich media platform, to further engage and empower shoppers online. Oli, aimed at a younger market segment that buys more branded products, allows shoppers to customize their own outfits or looks from more than 10,000 individual items offered on www.oli.co.uk. Shoppers can browse products by category, collection or brand and add items to their Look Book. Once items are in customers' Look Books, they can create a collection by dragging and dropping apparel and accessories onto the "canvas" or workspace to create personalized outfits. Within the canvas, users can dynamically arrange, resize and layer all product imagery to visualize online multiple apparel and accessory combinations. Personal collections can be named and saved for future reference or purchased as an entire collection. Oli's interactive tool empowers shoppers to be their own merchants.  The social networking aspects allow users to share via email their Look Book selections, both custom outfits and items, with friends. Items are automatically added to recipients own Look Books for further individual customization.

Scene7 OnDemand, with its uniquely scalable publishing system renders all Look Book imagery real-time from original master images and image commands. In addition to the Look Book tool, Scene7 serves and sizes all imagery on the Oli site for dynamic zoom and pan, color change, alternate views, as well as cross-sell and up-sell on both product pages and the shopping basket.  The Oli site also features fashion videos powered by Scene7 OnDemand. These videos deliver a richer interactive experience by allowing viewers to see products in real-life context and how outfits flow on real models.
 
Oli is planning future enhancements to its site and Look Book application such as allowing shoppers to publicly share their personalized outfits for others to review, rate and even purchase, as well as additional features focused on more personalization and social networking aspects of this collaborative tool.

Results:
Scene7’s scalable solution enables Otto UK to decrease the time and costs associated with image creation and publishing while enhancing usability and the customer experience. 

"When we launched the Oli brand, we wanted to engage our consumers in a new manner and recreate online the simple social experience of shopping,” said Chris Poad, Head of E-Commerce for Otto UK. “Scene7’s scalable solution is enabling us to empower consumers to design and merchandise outfits to fit their own personal styles and preferences. It is what we are calling a democratization of fashion."

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