Tommy Hilfiger becomes first retailer to use virtual reality in store


Tommy Hilfiger has become the first major retailer to make virtual reality a fixture in its stores, offering its shoppers a virtual trip, via a Samsung Gear VR headset to the brand’s fall fashion show in New York.

The virtual reality headsets give shoppers a three-dimensional front-row view of the show, held at New York’s park Avenue Armory venue.

To capture the images, Tommy Hilfiger worked with Netherlands-based start-up WeMakeVR, which filmed the show using a 3D camera fitted with 14 special lenses, which allow the camera to capture video in 360 degrees with no blind spots.

Tommy Hilfiger chief executive Daniel Grieder said the virtual reality headsets would allow shoppers who might never attend a fashion show to view and shop the season’s runway styles. The headsets, which will also be installed in flagship stores across the US and Europe, will also inject an element of entertainment, which he said, is integral to staying relevant in an increasingly digital world.

“These days you can’t just wait for people to come into the store and try on your jackets. You have to provide entertainment,” he said. “It’s not about turnover by square foot. It’s about surprise by square foot, or newness.”

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