Calvin Klein Created a Virtual Store & Interactive Experience on Tmall
Laura McQuarrie — March 21, 2020 — Fashion
References: marketing-interactive
While fragrance pop-ups are typically set up in a physical setting that gives people the chance to actually experience a scent, Calvin Klein took a unique approach for the launch of CK EVERYONE. To introduce its newest fragrance product to the Asian market, Calvin Klein created a five-day virtual pop-up store on Tmall and an interactive 3D exhibition. The experience helps to communicate the essence of CK ONE and its message that "I am one, I am many, I love everyone of me."
Although fragrance brands of the past used to rely on in-person experiences, many direct-to-consumer brands today are thriving by creating experiences that get people curious enough to purchase a product—sometimes without ever smelling a scent for themselves.
Image Credit: Calvin Klein
Although fragrance brands of the past used to rely on in-person experiences, many direct-to-consumer brands today are thriving by creating experiences that get people curious enough to purchase a product—sometimes without ever smelling a scent for themselves.
Image Credit: Calvin Klein
Trend Themes
1. Virtual Pop-up Stores - Creating innovative virtual stores and exhibitions is a trend for introducing new products to the market remotely using interactive 3D technology and other engaging features.
2. Direct-to-consumer Experiences - Creating unique and immersive experiences for potential customers to get curious and make purchases without ever physically interacting with the product prior to purchase is a trend.
3. Remote Fragrance Purchases - Making fragrances available for purchase without having to physically smell them is a growing trend, and will undoubtedly include other product categories beyond fragrances in the future.
Industry Implications
1. Fragrance Industry - This industry can capitalize on the trend of remote purchases by leveraging virtual pop-ups and providing immersive experiences, potentially reaching wider audiences without high expenses for physical pop-ups.
2. E-commerce Industry - As more brands shift toward online sales and virtual pop-ups, the e-commerce industry can develop new features and technologies that enhance the virtual shopping experience by integrating innovative interactive elements like AR and VR.
3. Beauty Industry - This industry can adopt the trend of creating direct-to-consumer immersive experiences and integrating virtual pop-ups to expand its customer base and offer unique product experiences for consumers while reducing the costs of in-person pop-ups.
6.3
Score
Popularity
Activity
Freshness
