Designers invite consumers to experience fashion week in-store via VR
Implications - As social media has made global fashion weeks more accessible to the average consumer, designers are beginning to replicate the fashion show experience in-store through virtual reality technology. Whether to offer behind-the-scenes glimpses or to give VIP shoppers a front row view, such experiences enrich the in-store visit while also engaging consumers one-on-one through access to exclusive content. This progression is related to the need for immersive brand experiences that give consumers context on the product offering and speaks to the role of VR and AR technology as a means of entertainment-based marketing.
Workshop Question - How immersive is the content you offer consumers? If you were to adopt VR into your strategy, how would that change your approach?
Trend Themes
1. Immersive Virtual Reality Experiences - Fashion designers are using virtual reality to replicate the fashion show experience in-store by offering VIP shoppers a front row view and behind-the-scenes glimpses.
2. Virtual Reality Runway Experiences - Retail brands like Tommy Hilfiger and Dior are using virtual reality to provide customers the 360-degree behind-the-scenes experience of attending fashion shows.
3. Virtual Reality Enabled Retail - Retailers like Ted Baker Shoreditch store are incorporating VR technology into their stores for more immersive and dynamic shopping experiences.
Industry Implications
1. Fashion Industry - Virtual reality technology has opened up opportunities for fashion designers to provide fashion show experiences to audiences beyond the front row.
2. Retail Industry - Retailers are incorporating VR technology into their stores to create more immersive brand experiences to give customers context on the product offering.
3. Entertainment Industry - VR-powered fashion shows and experiences give entertainment industry professionals the opportunity to rethink how experiences outside theaters and live performances can create memorable experiences for audiences.
6 Featured, 47 Examples:
342,398 Total Clicks
Date Range:
Feb 14 — Feb 16
Trending:
Warm
Consumer Insight Topics:
