Virtual reality brings 3-D runway experience to retail

Tommy Hilfiger is bringing virtual retail headsets to select locations to enable shoppers to feel like they're sitting in the front row of the designer's recent runway shows.

Using a Samsung GearVR device, shoppers gain "a front-row seat in 360 degree 3-D virtual reality" to view the introduction of the Fall 2015 Hilfiger Collection that took place at Manhattan's Park Avenue Armory in mid-February. Beyond an expansive view of the runway, the VR experience provides a sneak peek backstage, which is typically inaccessible for individuals not involved in the show production.

Shoppers are then able to shop the collection immediately.

"Through virtual reality, we're now able to bring our one-of-a-kind fashion show to the retail setting," said the designer, Tommy Hilfiger. "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."

The concept has been created in collaboration with WeMakeVR, the Netherlands-based startup that has also worked on virtual reality with IBM and the London Symphony Orchestra.

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http://www.retailwire.com/news-article/18623/virtual-reality-brings-3-d-runway-experience-to-retail