Luxury fashion brands including Prada embrace immersive tech

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Luxury fashion brands are slowly but surely embracing immersive technology as a new way of interacting with consumers, as Prada, Burberry and Broni&Bo demonstrate

Quick read

➨ Prada is developing 360° videos to allow consumers to interact with its stores and products from home
➨ Consumers are able to view videos on YouTube VR, VEER, Oculus, Youku and Facebook, via major headsets and cardboard via mobile devices
➨ Other brands embracing immersive tech include Burberry and Broni&Bo

The story

Prada has revealed it is working on a VR project to give consumers a new way of experiencing its high-end fashion catalogue.

The Italian fashion brand is developing 360° videos that allow consumers to experience the streets, squares and people of the cities where its stores are based, visit the spaces that host its exhibitions and initiatives, and ‘touch’ and explore its clothes and accessories.

Videos developed so far feature stores in Tokyo, New York, Los Angeles, Milan and Venice, as well as Prada’s Spring/Summer 2020 men’s and women’s fashion shows, and a behind-the-scenes look at the making of men’s shoes and the Prada Cahier bag.

Prada is aiming to make the content as widely accessible as possible, with consumers able to view videos on YouTube VR, VEER, Oculus, Youku and Facebook, via major headsets and cardboard via mobile devices.

Luxury fashion brands are slowly but surely embracing immersive technology as a new way of interacting with consumers.

In February, Burberry began using AR to enhance consumers’ online retail experience when shopping for its products, with the launch of a new tool through Google Search.

That AR tool allowed consumers to experience Burberry’s products embedded in the environment around them, “enhancing their research and shopping experience online”.

When searching for Burberry items using Google Search on their phone, consumers could see an AR version of the product at scale against other real-life objects. For example, a user could place a TB bag next to an existing outfit to gain a better understanding of the product before purchasing and simulating the in-store experience.

Virtual try-ons are also gaining popularity, with bowtie brand Broni&Bo striking a partnership with Finnish AR company Sayduck, as VRWorldTech reported last month.

Main image: An experience created through the Prada VR project
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