Tommy Hilfiger is set to introduce a virtual reality shopping experience at select stores worldwide, giving shoppers a three-dimensional view of fashion collections. The retailer launched virtual reality headsets in its Fifth Avenue store in New York on Oct. 20, and will roll out the technology at additional locations in London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich and Moscow.
Shoppers can use the Samsung GearVR headset to gain a three-dimensional, front-row impression of the Fall 2015 Hilfiger Collection runway show that was held at Manhattan’s Park Avenue Armory in February.
The virtual reality installation is located in a dedicated area of the New York store that reflects the American football theme of the Fall 2015 show, alongside the Hilfiger Collection designs that are available for purchase. The headsets are designed to allow shoppers who might never attend a fashion show to view and shop the season’s runway styles.
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“Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting,” said Tommy Hilfiger. “From the incredible set and music to exclusive backstage moments, consumers will be able to watch the clothes move and see the collection in the original show environment — it’s a compelling and interesting elevation of the traditional shopping experience.”
Tommy Hilfiger worked in collaboration with Netherlands-based WeMakeVR to develop the in-store virtual reality experiences. The company filmed the Hilfiger Collection show with the WeMakeVR-Falcon, a proprietary 3D camera fitted with 14 lenses.
“These days, you can’t just wait for people to come into the store and try on your jackets. You have to provide entertainment,” said Daniel Grieder, CEO of Tommy Hilfiger in an interview with The New York Times. “It’s not about turnover by square foot anymore. It’s about surprise by square foot, or newness.”
