The luxury goods sector is embracing cutting-edge technologies as fashion boutiques turn to virtual reality and artificial intelligence to woo shoppers.
The opportunity to experience exotic new worlds through a headset is believed to have broad-based consumer appeal.
French fashion giant Christian Dior has employed virtual-reality headsets to give buyers an immersive behind-the-scenes glimpse of its latest runway shows in Paris and Milan. Without jetting off to Europe, visitors can visit local boutiques and don a virtual-reality headset, known as Dior Eyes, to enjoy a front-row runway experience of the maison’s ready-to-wear haute couture collections.
Fashion labels Balenciaga and Tommy Hilfiger are also embracing the technology. Tommy Hilfiger will enable visitors to its Regent Street shop in London to enjoy an in-store virtual-reality experience tied to its autumn runway presentation.
“Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting,” Tommy Hilfiger said in a company statement.
The US fashion label said the use of virtual reality would “elevate” the traditional shopping experience for its smartphone-wielding clientele.
The likes of Dior, Balenciaga and Tommy Hilfiger believe consumers are not coming to their boutiques only to purchase, but rather for entertainment. The evolving dynamic is poised to be a game changer for the US$1.15 trillion luxury goods industry at a time when it is struggling with single-digit growth rates.
The key is to make affluent clients feel thrilled about their time spent in a luxury boutique.
“You need to build an emotional link to buyers using technology tools as they are now becoming more tech-savvy and sophisticated,” Francois Arpels, board advisor to Skin Inc and a member of the family who founded Van Cleef & Arpels,, told the South China Morning Post.
A 30-year veteran of the luxury industry, Arpels started his career as a member of the executive committee of the Paris luxury powerhouse, which itself stood out as an innovator with the launch of its namesake fine fragrance four decades ago – the first product crossover attempt by a premier jeweller.
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Source: Corinne Duquin