Digital Transformation in Fashion Retail - From Efficiency to Experience

WMS systems. In general, bring it all to focus on Unicorn. These efforts supported our rapid growth. But a major turning point came when we shifted our mindset: viewing technology not only as a cost-saving tool, but as a catalyst to enhance experience – for both customers and employees.

One of our most impactful initiatives was deploying AI Camera systems in our stores to track foot traffic, analyze in-store behavior and measure conversion effectiveness. This data enables us to optimize staff allocation, improve product display strategies and ultimately increase in-store conversion rates significantly.

In parallel, we developed Unicorn – a powerful mobile app for our employees, enabling them to manage a wide range of daily operations right from their smartphones. With the Unicorn App, our staff can check real-time inventory, process sales, track individual and store performance, and even monitor attendance and view their projected monthly salary. Beyond operational tasks, Unicorn also serves as a personal growth platform – providing learning modules, performance tracking tools and goal-setting features that empower each team member to continuously improve and align with company targets. By consolidating essential functions and personal development into one seamless experience, we’ve transformed the mobile phone into a true productivity and engagement hub for every employee.

Behind the scenes, we a data-driven culture. Dashboards are openly shared across teams, giving our operations realtime insights and driving continuous improvement. Our tech team doesn’t work in isolation – instead, they co-create solutions hand-in-hand with operations.

A key lesson I’ve learned is that technology alone doesn’t create transformation – people do. As technology leaders, our role is to help others reach their full potential – by simplifying tools, building digital capabilities, improve the process and staying obsessively focused on customer experience.

Looking ahead, we’re continuing to explore AI-powered demand forecasting, supply chain optimization and deeper personalization across all customer touchpoints. But our core philosophy remains the same: technology should serve human value, not introduce more complexity.

Digital transformation is not about chasing the latest tools – it’s about building an organization that can adapt, learn and lead. In the fast-changing world of retail, that mindset is the most sustainable competitive advantage we can have.