Report: Mytheresa Virtually Transports Shoppers to the Alps to Explore Moncler Collection

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Moncler has teamed with Mytheresa for a 360-degree virtual pop-up shopping experience to introduce the Italian clothing brand’s collections for the new season, according to WWD.

At the Moncler X Mytheresa online pop-up store, shoppers travel (virtually) to Austria’s picturesque Timmelsjoch Experience Pass Museum in the Alps. Items from Moncler’s new winter collections are hanging in the museum, a futuristic metal structure set amongst the rugged, otherworldly backdrop of the top of the Alps.

Items including footwear and outerwear can be purchased directly from the virtual store.

“Virtual reality is a great way to contextualize amazing products,” Michael Kliger, Mytheresa CEO, told WWD.


“We are always looking for ways to inspire our unique customer base and felt that virtually experiencing Moncler pieces in a fascinating location in the Alps makes for a powerful orchestration,” Kliger said. “The last months have demonstrated the power of digital and virtual reality as one way to augment the experience of shopping online.

“It is not just (about making) online shopping more efficient, but more experiential and entertaining, too,” Kliger added. “This is key for luxury shopping.”

Mytheresa is the latest retailer to invite customers to visit virtual stores this holiday season. In September, Etsy opened virtual doors to the Etsy House, an interactive augmented reality experience where shoppers navigate and shop a digital home. Modern furniture retailer BoConcept introduced a virtual store earlier in 2021 to help customers visualize furniture pieces in their homes.



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