Tommy Hilfiger introduces virtual reality shopping experience

Tommy Hilfiger announced today that the company will launch a virtual reality shopping experience at select stores and wholesale partners worldwide
Clients will be invited to watch the Fall 2015 Hilfiger Collection runway show in three-dimensional, 360 degree virtual reality movie specially filmed for the Samsung Gear VR.

The action has been launched today at the Tommy Hilfiger store on 5th Avenue in New York. Then the experience will be available then at additional locations in London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich, and Moscow.

With the Samsung GearVR device, shoppers will have an immersive virtual experience that creates the impression of sitting live in the front row at Manhattan’s Park Avenue Armory at showtime on February 16th, 2015, when the Fall 2015 Hilfiger Collection was originally presented. The VR experience gives users a perfect view of the runway and provides an exclusive sneak peek backstage, which is typically inaccessible for individuals not involved in the show production.

The virtual reality installation comes to life in store within a dedicated area that reflects the American football theme of the Fall 2015 show, alongside the Hilfiger Collection designs, which consumers can shop immediately.


Virtual Reality In-Store Set-Up at Tommy Hilfiger's Fifth Avenue Flagship Store (Photo: Business Wire)
Virtual Reality In-Store Set-Up at Tommy Hilfiger’s Fifth Avenue Flagship Store (Photo: Business Wire)

The concept has been created in collaboration with WeMakeVR, developers of 360 degree 3D virtual reality experiences. The show was captured with the WeMakeVR-Falcon, a proprietary camera.

The Hilfiger Collection virtual reality experience will be available at Tommy Hilfiger stores in London (Brompton Road and Regent Street); Amsterdam (P.C. Hooftstraat); Dusseldorf (Schadowstrasse); Milan (Piazza Guglielmo Oberdan); Florence (Piazza degli Antinori); Zurich (Bahnhofstrasse); Paris (Boulevard des Capucines and Champs-Elysees); and Moscow (Kuznetsky Most). The concept is also launching at wholesale with Selfridges, London’s iconic department store.

“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.”

“Our special virtual reality cameras, combined with Tommy Hilfiger’s creative vision of the Fall ’15 Hilfiger Collection fashion show, resulted in an experience that goes beyond that of VIP guests,” said Avinash Changa, Founder and CEO of WeMakeVR. “Users get an incredible peek behind the scenes; they stand next to models right before they walk out onto the runway, and they feel the excitement of being backstage after the show.”

Image over the headline.- Model Wearing Virtual Reality Headset in Tommy Hilfiger’s Fifth Avenue Flagship Store (Photo: Business Wire), composition, Eastwind.

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