Fashion in VR (Part 2): Enhancing Brand Storytelling and Marketing

It’s not too late to integrate VR strategies into your business! Consider this your cue to explore how your company can jump on these trends, drawing on past successful examples to fuel growth and engage customers in fresh and exciting ways.

The mixed reality industries are experiencing rapid growth; currently, the AR industry specifically is valued at an impressive $15 billion USD, with an anticipated annual growth rate of 31.5% through 2026! If that’s not convincing enough, a recent Shopify study reveals virtual try-on tools can significantly boost sales by an impressive 40%!

In the first part of this blog series, we explored how VR and immersive technologies are reshaping the fashion industry from a production standpoint, starting from conceptualization and 3D sketching to prototyping and production. Now, in this second blog, we turn our attention to the consumer-brand interactions that VR is transforming, revealing the glamorous and most-discussed facets of fashion.?

How do consumers fit into the intricate fashion product lifecycle?

Today's retail world showcases remarkable innovation with the rise of VR headsets like the 苹果 Vision Pro and Meta Quest. These devices are turning passive scrolling into dynamic participation. Introducing a new era of connectivity, where brands and consumers can engage in novel ways such as virtual showrooms, immersive events, gaming experiences, and social media activations.

Pioneers like Mytheresa , J.Crew , E.L.F. BEAUTY , and Alo Yoga are leading the charge, crafting captivating fashion apps on the Vision Pro that transport shoppers to new dimensions through real-time product visualization and effortless social shopping. Meanwhile, 耐克 invites customers to digitally design their dream sneakers, Gucci provides virtual sunglass fitting rooms, and Zara elevates store experiences with AR magic. These innovations are unlocking powerful data insights, revealing a new dimension of use in such advanced technology.

Key Problems Immersive Technology Tackles

Before the rise of VR and AR, brands faced a significant hurdle—brought into sharp relief during the COVID era—as they struggled to engage audiences through traditional fashion shows and brick-and-mortar retail. Even with standard e-commerce, creativity and exposure felt stifled, fostering exclusivity instead of the desired inclusivity. For consumers, shopping without the ability to truly experience products often leads to frustration and the hassle of returns. Enter VR and AR technologies, which have revolutionized the landscape by offering immersive experiences that allow consumers to explore products virtually, erasing geographical barriers, and creating a more inclusive fashion world. Brands can now captivate a wider audience by hosting virtual fashion events and crafting interactive retail spaces, elevating both engagement and customer satisfaction.

Milestones in the Adoption of VR in Fashion

A few visionary brands have embraced VR technology, transforming conventional consumer experiences into captivating, interactive journeys. These leaders have ventured from the early days of virtual reality experiments to the forefront of the latest AR advancements, solidifying the fashion industry as a leader in digital innovation. While traditional in-store shopping offered tangible experiences, it lacked the dynamic engagement digital solutions provide. However, when basic e-commerce came along, although convenient, it didn’t match the immersive depth that VR brings.?

Enter virtual fashion shows—an ingenious evolution allowing global audiences to witness collections without geographical limits, elevating the fashion showcase to new heights. As virtual fashion shows gain traction, they offer unparalleled advantages to both brands and consumers. These digital runways reduce costs tied to traditional marketing, while simultaneously maximizing customer satisfaction. By displaying collections digitally, brands receive valuable feedback before production commences. This digital innovation empowers brands to present apparel through engaging 3D catalogs and virtual showrooms, animating 3D samples to capture intricate details and movement, thereby allowing consumers to interact with products like never before.

Immersive technology's applications in fashion are vast and varied. From pop-up shops and VIP rooms to quest-based games and VR marketing workshops, the possibilities are endless. Creative initiatives like virtual influencer collaborations, virtual concerts, game shows, and interactive giveaways further demonstrate the potential of VR and AR to redefine the fashion landscape. As fashion continues to evolve, the intersection of gaming and style presents exciting opportunities for creative expression and consumer interaction.

Gamified Fashion for the Modern Shopper

Gaming has introduced a whole new avenue of consumer engagement models for fashion brands, enabling gamification tactics to transform shopping experiences into captivating adventures. By allowing consumers to dress avatars in the latest styles or explore virtual showrooms and integrating layers of game mechanics and rewards, brands are not only enhancing user engagement but also creating deeper brand interactions and generating incentives for a higher return rate. Moreover, gamification in fashion opens up new revenue streams through digital goods and virtual fashion items. As consumers invest in dressing their avatars with exclusive virtual collections, brands can capitalize on this trend by offering limited-edition digital fashion lines. This not only drives sales but also taps into the growing market of digital collectibles, appealing to tech-savvy consumers and early adopters. Another consideration is the potential for community building through gamified experiences. Brands can create vibrant online communities where fashion enthusiasts share their styled avatars, participate in virtual events, and engage in social interactions. These communities cultivate a sense of belonging and encourage user-generated content, amplifying brand reach and creating organic marketing opportunities.

Social media platforms are riding this wave, integrating VR to enable users to share their virtual fashion statements. Collaborations with influencers and the emergence of user-generated content are fueling vibrant digital communities that foster brand loyalty and engagement, changing how we perceive and participate in style culture.

Beyond enhancing consumer experiences, VR and AR offer brands invaluable insights into consumer preferences and behaviors. Tools like AR virtual try-on capture detailed data on sizing, style preferences, and items tried, while VR showrooms track customization choices and time spent engaging. These insights empower luxury brands to deliver personalized shopping journeys and tailored recommendations, significantly enriching the consumer experience.

Use Cases?

Virtual and Augmented Reality allow brands to craft immersive digital experiences like never before, making shopping an interactive journey beyond a mere transaction.?

Zara: AR Models

Zara is leading this innovation with its AR Models campaign launched in April. Digital models came to life in vacant shop windows, replacing traditional mannequins with a tailored shopping experience. Customers could use the Zara AR app on iOS and Android to activate digital projections of models in select stores. An intriguing feature allowed users to view holograms of models Léa Julian and Fran Summers wearing their purchases by simply hovering their phones over a package in-store. This positions Zara at the height of fashion technology, reaching audiences beyond their typical shoppers.

Louis Vuitton: AR Storytelling with Artist Yayoi Kusama

In a similar vein, Louis Vuitton's 2023 collaboration with artist Yayoi Kusama highlights the compelling power of AR in brand storytelling. Through Snap Inc. 's Landmarker Lenses, the luxury brand virtually adorned iconic landmarks such as the Eiffel Tower and the Statue of Liberty with Kusama's signature polka dots. This project crafted a captivating narrative bridging the digital and physical worlds, showcasing how AR can create interactive, memorable experiences that deepen customer engagement and foster emotional connections with the brand.

Insights from Roei Derhi: Founder of PLACEBO Fashion House

At the heart of this transformation is the ability of VR to offer a more intimate, personalized experience that transcends traditional fashion boundaries. For instance, PLACEBO, a high-end Metaverse fashion house founded in Sweden, has been at the forefront of this digital shift. When asked about the impact immersive technology has on the fashion industry, PLACEBO's Founder and Creative Director, Roei Derhi, said, "Fashion is all about storytelling and creating experiences that are inherently social—we wear fashion to be seen and to express ourselves. VR, by contrast, is a more intimate and individual experience for now. While it's not yet fully optimized for social interaction, VR holds tremendous potential for storytelling that transcends reality." In partnership with Parade Studio, PLACEBO launched its Mother of Pearl collection, showcased through a VR experience on Oculus. This project highlights VR's potential as a powerful medium to immerse audiences in a fashion narrative that transcends the physical realm, offering an experience that feels larger-than-life.

Despite its potential, Derhi also brings to attention that integrating digital fashion poses challenges, particularly for traditional brands. Fashion, which is supposed to embody agility and forward movement, has been slow to adopt new technologies. Traditional brands often hesitate to venture into the digital world. However, the emergence of digital-native brands, like PLACEBO, points to a future where fashion is better aligned with the digital age.

Insights from Zoha Khan: Founder Cult Alara, Designer, and Illustrator.

Driving this innovation is Zoha Khan, a digital fashion educator, designer, illustrator, and the founder of the digital fashion brand Cult Alara. Her brand, Cult Alara transforms garments into art. Where each piece is a timeless heirloom, embodying rich heritage through modern innovation with digital pieces like headgear, cuffs, collars, cover-ups, and bags.

Khan notes that although complex designs can be challenging to convert for VR/immersive technology use, VR allows designers to explore unconventional forms like floating elements and gravity-defying textures. When it comes to engaging audiences through immersive technology, Khan emphasizes creating unique experiences through virtual showrooms, virtual fittings, try-on experiences, and AR & VR filters as effective methods for marketing digital products. "I believe a 360-degree immersive experience fashion film not only helps translate the product story and process perfectly but also creates a memorable experience for the audience."?

Looking to the future, Khan envisions a polyglot industry where gaming, fashion, music, and film collectively engage young fashion consumers. "Trends will range across these industries and will be highly reliant on new tech releases, as they will help shape user interaction and push creative possibilities," she predicts. She also believes that younger consumers' interest in sustainability and personalized experiences will drive brands to offer more eco-friendly, custom fashion experiences facilitated by AR/VR.

Common Challenges in Implementing VR Strategies

Despite the benefits, brands face challenges such as high initial costs, technological barriers, and the need for consumer education. Nonetheless, innovations in VR headsets, like Apple's Vision Pro and Meta's cost-effective Quest 3S, are making these technologies increasingly accessible.

Tools for Implementing VR Strategies

The affordability of the Meta Quest 3S allows more people to experience mixed reality, likely prompting brands to develop immersive activations and experiences within these virtual worlds. This shift opens new paths for marketing, virtual events, and interactive content. The development of the Orion prototype further indicates a strategic move toward more integrated, lightweight devices, prioritizing user-friendliness and the seamless integration of physical and virtual worlds. This trend is further emphasized by the recent release of Snap Inc. 's new glasses, underscoring an industry-wide focus on wearables that blend style, convenience, and state-of-the-art technology.

Conclusion

The fashion industry's venture into VR is just beginning. As brands continue to innovate and integrate VR into their marketing strategies, they create more engaging, sustainable, and consumer-friendly experiences. For brands and consumers alike, VR is opening new dimensions in fashion storytelling.

I invite you to engage with as many brand VR experiences as you can and encourage brands to continue pushing boundaries in this space. If you're eager to explore how VR can revolutionize creativity in fashion, I'd love to hear your thoughts and ideas for my next blog. DM me with your insights, and let's shape the future of fashion together.

Sources

List any sources or data that you want to include in your post:

• https://www.pcmag.com/picks/the-best-vr-headsets?
• https://www.forbes.com/councils/forbesagencycouncil/2024/09/12/14-creative-ideas-for-vr-marketing-in-the-metaverse/?

• https://onix-systems.com/blog/augmented-reality-in-shopping-and-retail-use-cases
• https://www.theverge.com/24253908/meta-orion-ar-glasses-demo-mark-zuckerberg-interview?utm_source=futureplus.beehiiv.com&utm_medium=newsletter&utm_campaign=future-fridays-issue31&_bhlid=609b5d55f301fa457176087cfdc4e866bbcb0b90?
• https://www.threekit.com/hubfs/Downloads%20and%20Pillar%20Pages/ROI%20of%203D%20and%20AR_Threekit.pdf?hsLang=en