Tommy Hilfiger’s fall 2015 catwalk show is currently available and can be watched through the experience of a virtual reality in select stores spread around the world. Through Samsung’s GearVR headset, the shoppers can view a 360 degree 3D runway version as if they are sat on the front row.
Hilfiger said: “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.”
In the virtual reality catwalk experience you can have a view of the topmost part of Park Avenue Armory venue, as well as down the football terrain themed set while models start to stroll out. Though they look a touch on blurry side, almost like a holograms just about to flicker then disappear, you enjoy a perfect look of the clothes as well.
From now and then, the experience jumps, and you are stood offstage as you watch looks that come out from the doorway. You cannot control that particular happening because it is unfortunate, but hopefully future versions will be able to enable – interactive content that the player can move within and influence, like SapientNitro’s archetype for The Apartment by The Line store did.
Imagine, an instance, where you can get up from the front row seat – a thing that would not be possible in real life – then move forward to catwalk along with the supermodel Gigi Hadid. This can truly happen in the virtual world.
However, for now, take this experience as just a video that has a pre-scripted path that Tommy sales connections press play on. This is executed in only a minor part of the store beside Tommy Hilfiger Collection line. A mat on the ground nods to the American Football theme, as a pillar next to it, enhances the experience and forms a stand for headsets when they are not in use.
The sales associates working on this project said that they had been justly busy, and they received incredible feedback from the ones that were taking part. It is like those campaigns that when one is seen participating, everybody else becomes naturally inquisitive to know more about it.
The aim of Tommy is certainly big. Daniel Grieder, the chief executive Tommy Hilfiger said to the New York Times: “These days you can’t just wait for people to come into the store and try on your jackets. You have to provide entertainment. It’s not about turnover by square foot anymore. It’s about surprise by the square foot, or newness.”
What’s so amazing about the initiative, it is in season. It is taking a catwalk event that already happened about eight months earlier on, but making it relevant to today. Garments beside the setup are indeed very alike once you are able to see in the 360 video, this means that they are instantly stoppable. The only issue with the fashion industry is time delay between big budget shows that generate enormous attention, and collections actually hitting the shop floor once consumer interest has waned. Introducing Virtual Reality is potentially a tiny step forward within that.