Bershka x DressX Digital Going Out Collection Targets Gen Z Customers
Laura McQuarrie — December 15, 2022 — Fashion
References: bershka & ww.fashionnetwork
Digital Going Out is the digital-only holiday dress collection by Inditex-owned Bershka and DressX and it shares styles that can be sported with augmented reality filters. The collection includes pieces like metallic bubble dresses, oversized feather coats, shimmering dresses and chunky gold multilayer chain necklaces. These augmented reality items are available exclusively on the DressX app and they can be tried on for free.
With these styles, the brand hopes that customers will be inspired to create their own content in the form of videos, photos, posts, holiday cards and more.
These digital holiday dresses feed into the brand's holiday Going Out campaign and they specifically speak to Gen Z consumers who are expanding their virtual wardrobes and celebrating in the metaverse.
With these styles, the brand hopes that customers will be inspired to create their own content in the form of videos, photos, posts, holiday cards and more.
These digital holiday dresses feed into the brand's holiday Going Out campaign and they specifically speak to Gen Z consumers who are expanding their virtual wardrobes and celebrating in the metaverse.
Trend Themes
1. Digital Dressing Rooms - There is an opportunity for retailers to develop digital dressing rooms using augmented reality filters for a more personalized shopping experience.
2. Virtual Wardrobes - There is an opportunity for retailers to create virtual wardrobes that are accessible through mobile apps to cater to consumers who prefer online shopping and want to expand their style options.
3. Social Media-driven Fashion - There is an opportunity for fashion brands to craft social media-driven campaigns, like the Going Out campaign, to generate content creation and engagement with their customers.
Industry Implications
1. Fashion Retail - Fashion retailers can leverage augmented reality technology to offer customers a unique and convenient shopping experience while navigating physical store space limitations.
2. Mobile App Development - Mobile app developers can create virtual wardrobes to provide innovative solutions for fashion brands that want to expand their online presence and offer customers more choices beyond physical dress racks.
3. Social Media Marketing - Social media marketing agencies can capitalize on the trend of digital fashion campaigns and work with brands to create content that resonates with their target audience and attracts engagement.
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