Bally and Hyphen-Group commit to new digitised operations


Today, Bally, the heritage Swiss luxury brand established in 1851, confirms its latest commitment to digital-led operations, in conjunction with digital transformation leaders, Hyphen-Group. Following the success of its digital showroom, designed and built by Hyphen-Group in the wake of the Covid-19 lockdown, the Company has strengthened its commitment to digital operations and is presenting its new Autumn Winter collections in this cloud-based environment.

With over 5,000 visitors from 50 countries around the world attending the SS 2021 sales campaign in July, Bally successfully launched its Spring Summer campaign through its inaugural digital showroom, developed in collaboration with Hyphen. Hyphen handled the shooting of the 4,000 products – for a total of over 12,000 digital assets including 360° images, still life photos and videos – and the infrastructure enabled buyers to browse and check products’ technical data sheets and interactive images, managing both the selection and pre-order phases amidst challenging conditions for physical retail operations. 

The brand’s commitment to a further virtual showroom is the latest development in Bally’s digitisation journey with Hyphen Group. Bally and Hyphen Group were recently announced as two of nine founding members, across the fashion and technology industries, of a new research and development hub promoting co-operation between retail, lifestyle and technology businesses and academic institutions to develop innovative solutions to address the most pressing issues facing these industries and revolutionize tomorrow’s fashion and luxury lifestyle sectors. 

The Switzerland based ‘LifestyleTech Competence Center’ has now opened and is also supported by Microsoft and Loomish, amongst others. Since opening, the Center has already launched innovative research programmes with Usi and Supsi Universities on 3D prototyping and has been exploring the contribution of digital transformations to more sustainable business and fashion sector processes.

Stefano Righetti, CEO at Hyphen-Group, commented, “Hyphen has always been working to accompany clients along their digital transformation path, anticipating their needs and promoting a systemic approach to process digitization. We are proud to support Bally’s digitisation process and working together via the Competence Center to support and co-finance research and development projects, using state-of-the-art laboratories equipped for innovation and scale-up technology scouting activities.”

“Since its establishment, Bally has always been focused on technological innovation and attention to sustainable practices. I am pleased to announce that the partnership with Hyphen has been a very successful one and that we will build on this important collaboration for the brand’s digitization process. Together with Hyphen, Bally, through the founding of the LifestyleTech Competence Center, is honored to support and invest in the development of new sustainable technologies and innovations for future generations,” Nicolas Girotto, CEO at Bally, added.