Fashion has already seen an uptake of Virtual and Augmented Reality, however something is missing.
The Fashion industry has a long history of using technology to disrupt the norms and excite consumers. With experts saying that tech will turn the fashion industry inside out. The most obvious and successful collaboration of tech and fashion has been wearable tech. Consumers are already fully invested however there was a time when they once weren’t. People didn’t believe that wearable computers would ever catch on as ‘fashion’ but yet, behold the Apple watch, fit bits and smart textiles. These are just some of the most popular fashion based products worldwide.
Virtual and Augmented Reality have mostly been used for design purpose but it’s now slowly turning into a new tool to excite the consumer. One use, is by large brands using the technologies to create immersive experiences that take consumers on a brand journey.
Virtual Reality is already on the highstreet.
Several years ago, Converse introduced their ‘Sampler’ AR App. Allowing consumers to virtually try out a converse trainer on their right foot. This particular app also supported purchases. This way, the consumer could have the full retail experience of shopping, trying on shoes, and making a purchase all through the power of AR.
Earlier this year, Topshop introduced a Virtual Reality experience within their London Flagship store to mark the start of Summer. It consisted of a person sitting in a rubber ring, in a slide with a VR headset on. They went on a journey through London on a water slide. Topshop pumped the scent of sunscreen throughout the store, tickling other senses outwith the headset.
Even though Topshop launched this VR experience just a few months ago, VR/AR tech has advanced yet again. As a result of tech advancements, this means something is already missing from Topshops Summer experience. The consumer, pictured above, is experiencing this immersive journey alone. Thus, creating a lonely adventure.
With the work that Eventual does, this doesn’t need to happen any more. The most memorable experiences in life are the ones that are shared with friends and family. This is why we focus on Shared VR.
Shared experiences are more intense
Shared VR allows brands to really connect with their consumers and their friends. Social media has worked well for brands because it’s not just a two way conversion, it’s a three way conversion. Involving friends and families of the targeted consumer has a greater impact due to the shared experience. This is what we focus on within our virtual spaces.
Psychological studies have shown that sharing experiences, even if that person is a stranger, makes people rate those experiences more intensely compared to those who underwent experiences alone. In that experiment, students reported liking a square of 70% dark chocolate more when they ate it at the same time as another study participant. They said the chocolate was more “flavorful” than those who ate it alone.
By creating shared virtual experiences, we feel it will help brands better connect with their consumers. If you want to find out about how you start building your own virtual world, please feel free to get in touch with us.