Technology has become an integral part of our lives almost to the point of saturation and this richness in resources has birthed ‘virtual reality’ – a development slowly making its way to the rest of the world. Recently in 2015, American designer Tommy Hilfiger became the first major retailer to make virtual reality a fixture in its stores.

Using a Samsung VR headset, customers were enabled an immersive 360-degree experience of Hilfiger’s Fall 2015 runway show. The simulation allowed customers to watch the models strutting down the runway, admire the football pitch themed set as well as neighbouring celebrity attendees as if they were sitting front row at Manhattan’s Park Avenue Armory.

“Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting… 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

Tommy Hilfiger Women's - Runway - Mercedes-Benz Fashion Week Fall 2015

The brand is one of many retailers exploring VR as a sales tool to innovate, engage and compete in the mercilessly competitive world of retail.

The technology was launched in October 2015 at the Tommy Hilfiger store in New York, followed by stores in London, Paris, Milan and Moscow.





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