Neiman Marcus and Hypebeast Collaborated on a Shoppable Virtual Space
Laura McQuarrie — September 22, 2021 — Business
References: fashionunited.uk
Neiman Marcus and Hypebeast came together to create a virtual sneaker showroom with styles for consumers to shop from 11 luxury brands. The lab-like virtual setting provides an immersive experience with one shoe at a time and shoppers can appreciate fine details, materials and special features in this format. Users can browse styles from Alexander McQueen, Christian Louboutin, Dolce & Gabbana and more. By scanning a QR code, shoppers are able to immediately see the product page on their phone.
The e-commerce experience was created to transform remote shopping and it aligns with Neiman Marcus' Re-Introduce Yourself campaign. As Lana Todorovich, president and chief merchandising officer of Neiman Marcus, describes, "Online luxury retail continues to grow and our customers are seeking retail theatre outside of traditional retail interaction."
The e-commerce experience was created to transform remote shopping and it aligns with Neiman Marcus' Re-Introduce Yourself campaign. As Lana Todorovich, president and chief merchandising officer of Neiman Marcus, describes, "Online luxury retail continues to grow and our customers are seeking retail theatre outside of traditional retail interaction."
Trend Themes
1. Virtual Showrooms - The trend towards virtual showrooms that offer immersive experiences and high-quality visuals is set to disrupt traditional shopping experiences.
2. QR Code Scanning - QR codes are becoming increasingly important for retailers as a way to bridge the gap between online and offline shopping experiences, providing a seamless and integrated experience for shoppers.
3. Collaborative E-commerce - The collaboration between Neiman Marcus and Hypebeast represents a trend towards retailers partnering with influencers, bloggers and other brands to create unique e-commerce experiences that engage shoppers and drive sales.
Industry Implications
1. Luxury Retail - Virtual showrooms, QR codes and collaborative e-commerce experiences offer numerous opportunities for luxury retailers to engage with customers and provide the high-end shopping experiences they crave.
2. Fashion - A virtual showroom that allows users to appreciate fine details, materials and special features of clothing and accessories presents numerous disruptive innovation opportunities for fashion brands looking for new ways to engage with customers.
3. Technology - The use of immersive technology and QR codes in virtual showrooms highlights the importance of technology in transforming the retail industry and presents opportunities for innovation across a wide range of tech-focused industries.
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