Orange Business Services offers virtual fitting room service for Melon Fashion Group


Melon Fashion Group has chosen Orange Business Services for a virtual fitting room solution using immersive video conferencing.

This solution allows designers of the retailer to collaborate easily with manufacturing teams through the clothing design and production phase. 

The design teams of the Melon Fashion Group are based in its head office in Saint Petersburg, Russia, while its manufacturing facilities are located in China.

Prior to the selection of Orange Business Services as a solution provider, Melon was losing several weeks from its production schedule, because it had to ship specimens from the factory in China back to the designers for each internal product quality evaluation.

"This innovative example shows how digital transformation can make a real difference to manufacturing companies by improving collaboration and responsiveness between teams located on different continents.”

The solution is aimed at eliminating loses related to time and transport costs. It enables instant interim fabric and material changes, thereby reducing the risk of poor-quality products, although the final decision will still be made on-site.

The virtual fitting room is based on Orange’s Open Video Presence, a mobile videoconferencing solution, with video speeds up to 20Mbit/s. The solution enables users to connect to a conference from any device to view the fitting results.

The company has installed 500 Polycom RealPresence terminals, featuring high-resolution cameras, in its offices. These cameras support optical zooms of up to 25 times, making even the finest parts of the products easy to distinguish, such as the seam stitching or fabric detail.

Designers sitting in Russia can organise test fittings of products in China, using their tablets and smartphones.

Melon Fashion Group CIO Alexey Morozov said: “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. 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 optimise operating processes and achieve cost savings.”

Orange Business Services Indirect Middle East & Africa and Russia senior vice-president Richard Van Wageningen said: “Our partnership with Melon Fashion Group demonstrates the effectiveness of modern cloud services and how videoconferencing technology can be a part of the production process. This innovative example shows how digital transformation can make a real difference to manufacturing companies by improving collaboration and responsiveness between teams located on different continents.”

Melon Fashion Group owns fashion brands Befree, Zarina and Love Republic.

As of 1 January, it had 558 stores in six countries.

Orange Business Services offers companies digital solutions related to workspace collaboration, customer relations, and project support.