Project Report from the year 2022 in the subject Design (Industry, Graphics, Fashion), grade: 1, 3, Hult International Business School, language: English, abstract: This report examines Westwing's history, business units, target market, and value proposition, as well as its position in the global furniture e-commerce market. It also explores the potential of augmented reality in the home and living industry and suggests a new strategy for Westwing's AR app, called "Westwing DecorDreams." The implications of this concept are discussed and related to relevant course materials.

The paper examines the potential of a theoretical AR application for the German home and lifestyle brand Westwing. Westwing has a competitive advantage due to its clients' generally hedonistic attitude towards its marketing and product presentations. The brand's "shoppable magazine" allows customers to view products alongside visual information such as themes for furnishings and décor. As a leader in the home design industry in Europe, Westwing has already made significant progress in the realm of AR with the development of its current app. However, there is significant potential for the company to further innovate and distinguish itself as a pioneer in the field by enhancing its AR capabilities. Therefore, the development of "Westwing DecorDreams, " an AR application that employs artificial intelligence to create personalized interior design concepts for customers, incorporating detailed elements such as decorations and other finishing touches has been created. Rather than simply projecting desired products onto the screen based on what the camera captures, which is industry standard at the moment, this advanced AR technology allows customers to visualize their ideal home design in a truly immersive and interactive way, allowing to create a concrete customer experience.

In addition to providing a unique and personalized experience for customers, the adoption of AR technology could also bring economic benefits for Westwing. For example, the use of AR could lead to savings on logistics expenses due to a decrease in the return rate as customers become more certain of their orders. Furthermore, by providing personalized customer service and leveraging the power of AR, Westwing has the opportunity to gain a significant competitive advantage and reach a new consumer group. Overall, the development of "Westwing DecorDreams" represents a powerful opportunity for the company to differentiate itself and stay ahead of the curve in an increasingly competitive market.