Tommy Hilfiger’s store on 5th Avenue has debuted a 360-degree runway VR presentation using footage from their runway show earlier in the year. The installation, a partnership between Tommy Hilfiger and WeMakeVR, is set to appear in other cities soon.

Rebecca Minkoff is also capitalising on VR opportunities. The popular fashion brand has filmed a runway show for VR that you can view through a $24 cardboard headset. You simply download the show onto your smartphone and put it in the headset. The Google Cardboard headset that enables this process was specifically developed in order to make VR widely available.

While VR undoubtedly offers a new avenue into delighting the luxury consumer, it will be important for fashion brands taking this tech beyond the pilot stage to clearly define the way they see this enhancing their core value proposition.

Start by ensuring you know where this new touchpoint will come on your customer journey, then gather feedback as the programme progresses.


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Quartz – Tommy Hilfiger is using virtual reality in stores from New York to Moscow

Racked – The Rebecca Minkoff Virtual Reality Headset Is Here

The Verge – Google’s Cardboard turns your Android device into a VR headset