Virtu-Retail

Ava was over the moon. She could barely hide her excitement. Ava had painstakingly grown her fashion brand. From a humble online presence, she had expanded to build her first brick-and-mortar store. She consciously let technology play a large part in that journey.??

"That's fantastic news, Ava," Olivia hugged Ava.

"Congratulations," Mike added.

Ava received news of her nominations for the Amazon Innovation Awards at the CFDA. This nomination was a big deal for someone who wanted to leave a mark in the high streets of fashion as someone who pioneered the use of upcoming technology in moving the needle. Quite a few established brands, like Tommy Hilfiger, used virtual reality to enhance fashion experiences. However, among the newer players, there was relatively lower technology penetration. Ava was the shining beacon in that space.

Liam had come down that evening to Olivia's. They were supposed to talk about her conversation with Lucas.

"What are we celebrating?" Liam asked, seeing the bottle of wine on the table.

"It's a big day for Ava," Olivia responded and told Liam about the nomination.?

"Swell. Congrats, " Liam hugged Ava. "Did you know that British fashion brand Topshop partnered with Oculus Rift to create the first virtual reality fashion show in 2014? Users could watch the Topshop Unique runway show at London Fashion Week as if they were sitting in the front row, " Liam added the trivia to make things more interesting.?

For the Sake of our Earth

"Do you know that fashion houses are now consciously practicing sustainable fashion," Ava said. " VR is paving the way for a more sustainable fashion industry, offering solutions to reduce waste, lower carbon footprints, and promote responsible consumption."

'How does that work?" Mike asked, sipping wine.??

"Firstly, with VR, designers can create, modify, and finalize designs in a virtual space, reducing the need for physical samples. This practice saves materials and reduces the carbon emissions associated with transporting these samples," responded Ava. "Moreover, VR's virtual try-on features can help reduce the rate of product returns, a major issue in the fashion industry contributing to carbon emissions and waste. By allowing customers to try on clothes virtually, VR can ensure a better fit and match with customer expectations, decreasing the likelihood of returns."

'Another big saving must be the fashion shows. After all, they are guzzlers," Olivia rolled her eyes.

"Indeed. Fashion shows are resource-intensive events, often involving international travel, venue setup, and waste from promotional materials. Virtual reality allows designers to showcase their collections in a virtual runway show, eliminating many of these environmental impacts. This practice became particularly prevalent during the COVID-19 pandemic, with many brands switching to virtual presentations," Ava added.?

The dog who chased the bull

"Did you know VR is also making inroads in pet care?" Liam said. " I have been reading how there's potential for VR to assist in the behavioural training of pets. By simulating different environments or situations, pets could gradually acclimate to stimuli that cause fear or anxiety, like thunderstorms or crowded places."

"I was aware that vets are already getting trained through VR, "Ava added.

"Indeed. VR can be an invaluable tool for training veterinary students. By simulating different scenarios, students can practice procedures and diagnostic skills in a low-risk environment before they work with real animals. This practice can help improve their skills and confidence, leading to better pet care," Liam responded.?

"I remember looking at this meme on Insta recently where a dog chased a big bull, and when asked later, it says it must have been drunk that day to be so brave," Mike said, adding humor to the conversation.

"Well, if it were wearing a VR headset, it would have experienced that chase," chuckled Olivia.?

What's cooking

'Mesdames et Messieurs. Bonsoir. It gives me great pleasure to introduce one of the young designers of our times who has taken fashion to newer heights and have kept technology the cornerstone of this meteoric rise...'

"Ava, you alright?" Olivia asked as she saw Ava drift away.

"I was lost in my thoughts. Good ones where the presenter at the awards was introducing me to the audience," Ava responded.?

"I bet that would be the day we are all looking forward to," Olivia responded. " By the way, how are your preparations coming for the big day?" Olivia asked.

"I don't have a clue,' laughed Ava. "I was hoping to go through the grind in a few weeks once closer to the event date."

"Are you planning on working with someone who can help you prepare for the event?" Liam asked. "I am sure that you will need all the support you can get for the day, especially as you will rub shoulders with the who's who of the fashion industry."

" I am open to seeking help. I need to find the right person for this," Ava responded.?

"Folks, we can gather at the porch, " Mike said. I have set up the bar-b-que, and the beer is getting cold in the fridge.?

"Wow. That's nice of you, "Ava responded.

"What are you waiting for? Let's go, "Mike said.?

Olivia, Ava, and Liam went outside while Mike went to the kitchen to grab stuff for the barbecue.

"The steak is awesome, " Liam said, biting into the medium rear and pink steak at the center. He sipped his Bud once he had taken a bite of the steak.

"Guess our lives are getting shaped more and more by our technology choices, " Mike added. "After all, I keep hearing about AI and Bard and ChatGPTs and VR and all those alien to me even a decade back.'

"Indeed. AI is rapidly changing the face of what we can achieve," Liam added.?

"After all, when nothing is certain, everything is possible, " responded Olivia.

"Indeed," smiled Ava.

The evening was a joyful one. Everyone was merry. After all, not every day does someone in your small circle get nominated for a significant award like CFDA.