Tommy Hilfiger launches in-store virtual reality experience

By

Obi Anyanwu

Published
Oct 21, 2015

Tommy Hilfiger on Tuesday introduced a new virtual reality shopping experience where customers can watch the Fall 2015 Hilfiger Collection runway show in 3D, 360-degree virtual reality. The experience kicked off at the Fifth Avenue store in New York City and will launch at select Tommy Hilfiger stores worldwide, including London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich and Moscow.

The virtual reality experience is made possible with a Samsung VR device, which gives wearers a front row view of the runway show that was held at Manhattan’s Park Avenue Armory in February, as well as backstage access. The concept was created with 360-degree 3D virtual reality developers, WeMakeVR, and the show was captured with the tech company’s WeMakeVR-Falcon.
 
“Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting,” said 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.”

Tommy Hilfiger adopted video technology for its Spring 2016 show by launching Twitter Halo, the social media platform’s multi-camera device that shoots 360-degree video at the show. Prior to that, at its Fall 2015 runway show the company used Twitter Mirror, a mirror that takes photos by tapping the screen, and at its Spring 2015 show used the Vine 360 booth that captures 360-degree, 6-second video loops of celebrity fashions. The in-store virtual reality experience is the first time the company is adopting video technology in retail.