Fashion is Technologically Sound – Virtual Reality in the Fashion Industry

Virtual reality ..

..is undeniably an idea that many of us grew up assuming would be part of a very distant, yet cool, future. Little did we know, not only would be witnessing the actualization of the concept, but we would also be present for its incorporation into domains which we never would have imagined possible.

Though virtual reality has become fairly present across different medias, it seems that we are heading towards a time where seeing an extensive use of it in the fashion industry could very well become normal. However, before we examine the current use of virtual reality in the realm of fashion, let us first take a look at the past and how this seemingly futuristic trend initially came into being.

SNAP TORONTO

On February 21, 2017, many of us fresh-faced, ambitious and hopeful fashion industry entrants attended a SNAP Toronto event called the Fashion Elite Panel Discussion: Breaking into the Fashion Industry, located at the University of Toronto’s St. George campus. The first hour consisted of a panel discussion comprised of industry professionals speaking on their journey from where they began, to how they reached their current top ranks. One of these esteemed panelists was Ms. Noreen Flanagan. Flanagan had been the Editor of Flare Magazine for a few years before moving on to become the Editor in Chief of Elle Magazine. This is where she stayed for 16 years until settling into her current position as Editor in Chief of FASHION Magazine. While telling various exciting and wonderful stories, Flanagan happened to mention that there are “a lot of interesting things coming up with virtual reality in fashion”.

Flanagan mentioned that the future of fashion will bring runways to the masses through the utilization of virtual reality. In light of this comment, I found myself enlightened. I had to look deeper into this topic. For those of you who have been acquainted with this, kudos to the wondrous reach of your curiosity and knowledge (I mean this with no sarcasm, but with all appreciation – I promise). This without a doubt opens yet another window into the ultimately “cool” future that will surely revolutionize how the world of fashion and its patrons interact in their many exchanges.

To expand on the present and the future of Virtual Reality in Fashion, let us now explore with a mini overview of what is currently in the works:

Virtual Reality and The Runway

Bringing virtual reality to the runway could essentially remove the often elitist element of fashion shows, where only the cream of the crop are warming the front-row seats while the rest of the world is left imagining what the show may be like. The idea would now be to allow anyone and everyone a VIP experience with the use of VR headsets to access the shows in live time. You could technically be sharing the same view as Karl Lagerfeld and Anna Wintour but from the comfort of your own home. It seems that a lot of our favored fashion houses are already on board with trying their hand at this.

While the whole idea is made of sweet dreams, it is sweeter when imagined without all of the potential obstacles, including how the designers would make a profit, how they would feel about their once exclusive events losing their charm, or better yet, how much it would cost for the general public to have access to these shows. VR headsets already seem to retail at affordably low prices however, so the future is seemingly closer than we thought.

Most recently, Swedish designer, Ida Klamborn, used this most current technology to distriubte her Stockholm Fall 2017 Fashion Week runway to the masses. She had three robots set up in the front row recording the proceedings in 360 degrees, and live broadcasted this footage to audiences accessing it via cardboard VR headsets or even streaming it on their cellphones. Klamborn’s project was called Democratic Front Row. Take a look!

Topshop

During the 2014 London Fashion Week, Topshop’s Oxford Street location in London, England, set up windows where five customers who had won a chance through a competition were to sit with their VR headsets and experience Topshop’s recent show live via virtual reality. Once the show was over, the visitors of the store were given the opportunity to experience the show on demand.

For a further look at the execution of this ingenious promotion, click the link below: https://www.inition.co.uk/case_study/virtual-reality-catwalk-show-topshop/

Tommy Hilfiger

In 2015, Tommy Hilfiger took a similar initiative and allowed guests who were visiting their Fifth Avenue store, into their Fall show via virtual reality headsets.

Tommy Hilfiger is now pushing their brand towards technological integration in more ways than just the calibration of certain promotions with VR technology. They have already set up floor to ceiling, high definition screens that operate on instruction from a one-by-one metre touchscreen. Their customers are granted full access to these screens and are able to navigate through in-season sportswear and denim at Tommy’s digital showroom in Amsterdam, Netherlands. Customers can choose products and make modifications according to their color and size preferences. Here is a sneak preview of the Tommy Hilfiger Digital Showroom:

Rebecca Minkoff

Following the footsteps of Topshop and Hilfiger, Rebecca Minkoff has started on a similar campaigning tactic and has launched a special edition and much more stylish version of Google’s cardboard VR headset.

Dior

In 2015 (a seemingly productive year), Dior also introduced Dior Eyes (VR headsets) that took viewers to their most recent Dior fashion show. Their customers were given an exclusive backstage pass into the show to be experienced through their Dior Eyes.

A little teaser on the sleek Dior Eyes:

Here’s a glimpse into this particular Dior show that the Dior eyes first showed:

That Thing About Wearable Technology

Wearable technology is all the rage, be it the Fitbit revolution, Samsung Watch or Apple Watch to VR (which obviously generated tons of buzz despite the obnoxious size of it), VR headsets are still too neat to dismiss for even the fashion conscious. 

Virtual Reality Enhanced Shopping

 With the utilization of virtual reality, communication between retailers and customers around the world gets better, as customers are given the chance to experience a store without having to leave their homes. Barney’s, Rebecca Minkoff and other big name stores are now able to let customers across the globe experience their stores through virtual reality. Uri Minkoff, CEO of Rebecca Minkoff, believes that with the incorporation of VR in stores, the traditional format of e-commerce may one day be replaced (Huffington Post, 2016). Of course, this is due to the fact that VR allows brands to directly connect with customers, which personalizes the shopping experience – something that has been known to be one of the continuing driving forces of brick and mortar establishments.

Brands such as Hugo Boss, Timberland, and Puma are among the many currently integrating augmented reality into their in-store selling experience.

In other examples, concepts such as Virtual Fitting is a gem of an innovation. A process in which virtual mirrors take down customer measurements and allow customers to browse through a plethora of differing outfits, colors and sizes to find their right fit. This eliminates that nagging pain of having to physically try on clothes, or that 5-article limit of what you can take with you into a cramped change room:

Verdict

 Incorporating virtual reality in marketing and promotions is definitely innovative. With the various facets of successful tools used for connecting brands and retailers to the customers of today, it is only natural for virtual reality to become commonplace– but when is the question. For now, following the conceptual developments of VR in the industry is just fun to read about.

My fear (I always have fears): how it may replace the people on the selling floor – we can’t possibly lose more jobs in this continual job-drought; however, that is most likely not happening in the near future (definitely still a “yuge” possibility).

My verdict: I love the idea of not having to try on clothes by having to physically exert myself, and I wholeheartedly support getting front-row viewing rights to fashion shows when I’m sitting in my pajamas, so bring it!

To finish, here’s a stock photo of someone representing our joy and simultaneous skepticism:

Sources:
http://electricrunway.com/a-guide-to-fashion-and-virtual-reality/
http://www.racked.com/2015/9/3/9247771/rebecca-minkoff-virtual-reality-headset-google-cardboard
http://www.huffingtonpost.ca/awane-jones/virtual-reality-fashion_b_10069340.html
www.youtube.com
http://www.dailymail.co.uk/sciencetech/article-3797813/Facebook-s-549-Oculus-Rift-virtual-reality-headset-FINALLY-landed-UK.html