Tommy Hilfiger (New York) has brought virtual reality into its bricks-and-mortar stores, making it the first major retailer to integrate the technology into its retail business.
The retailer is using the immersive technology 3-D to allow shoppers to experience the brand’s fall fashion show that took place earlier this year in New York, reports The New York Times. Using Samsung GearVR headsets, customers can experience the show from a front-row seat and shop runway styles. The headsets will be installed in the company’s largest flagship stores in the U.S. and Europe.
CEO Daniel Grieder said this is a move to keep the brand relevant in a 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,” Grieder said to The New York Times. “It’s not about turnover by square foot anymore. It’s about surprise by square foot, or newness.”