Seeing Retail’s Future through Virtual Reality Glasses
The fashion world has embraced virtual reality (VR) in fits and starts over the past ten years. It has been demonstrated and showcased repeatedly, but results have been regarded as little more than surface noise compared to the larger need for change in the retail industry’s business model.
- Retail leaders and innovators like Tommy Hilfiger, as well as companies like Nike, Adidas and Victoria’s Secret have courted in-store foot traffic through VR screenings of their latest runway shows.
- Occasional VR “ads” are made available showcasing specific products.
- Publications have excited readers with VR films of their cover shoots.
These are all exciting but ultimately more like party-tricks than game-changers. Does VR have deeper implications for the retail business model?
Virtual reality is certainly a successful marketing tool. However, it remains to be seen if the effects of virtual reality can or will go beyond marketing, offering crucial data to retailers and transforming fashion experiences.
More than Skin Deep?
Those with intimate knowledge of VR technology and its potential agree that fashion’s dalliance with VR has only skimmed the surface. Big brands and companies looking to become big brands must take a long view on VR by developing a strategy that utilizes the technology to fundamentally make their businesses more efficient and their product more attractive to consumers.
Of course, as with any new technology, reliance on VR comes with risks — low early adoption numbers and uncertain ROIs, to name a few.
In 2017, companies must focus on building immersive VR experiences that allow viewers to shop while in a headset. That’s the capability that’s most likely to impact fashion in the next few years. According to Jason Bhargava, a VR consultant, “users may soon be able to stroll through virtual reality malls with true-to-form digital avatars that are created by way of algorithmic body scans. Within these virtual malls, the four walls of traditional brick-and-mortar will not pose limitations.”
Stores will be able to feature informational demonstrations, celebrity endorsements and an endless array of runways displaying true-to-life models in outfits based on user preferences.
At the same time, companies like Dassault, with their 3D Experience Platform, allow designers and product development teams to design three-dimensional objects and environments, and then build unique assortments. This cutting edge technology will allow retailers and fashion indutry leaders to fundamentally transform their businesses on the production side.
Think about brands testing various patterns, designs, and cuts without wasting real materials… then imagine them allowing customers to do the same.. tweaking and modifying outfits to their specific and customized measurements or preferences.
We see the future of virtual reality retail and it’s not far off. 3DSMAN integrates Dassault and many other 3D and VR solutions into unified VR solutions and experiential models for leading retail and fashion customers. We think that VR will ultimately transform the world of fashion retail just like video and the web has before it… and will be as transformative on the production side as 3D and CAD tools.
To start your discussion on the New Virtual Retail Experience, contact 3DSMAN today……
