Augmented reality allows you to see in 360º what happens in the tommy hilfiger parades

Thanks to the Samsung GearVR, customers who come to Tommy Hilfiger's store in New York will be able to live the parade that the fashion firm held last February to present its Hilfiger Collection.

The fashion brand Tommy Hilfiger, PVH property, has incorporated virtual reality into the shopping experience of its New York store, inviting customers to enjoy, in three dimensions and at 360º, of the Autumn parade 2015 Hilfiger Collection that made the signing last 16 February.

This technology that has just been introduced in the store on 5th Avenue in New York, it will also be implemented in the premises that Tommy Hilfiger has in London, Paris, Milan, Amsterdam, Düsseldorf, Florence, Zurich and Moscow. likewise, it will also be incorporated into the London wholesale store Selfridges.

Thanks to the Samsung GearVR, shoppers can enjoy a virtual experience that takes them to the front row of Manhattan's Park Avenue Armory, place where Tommy Hilfiger performed the parade.

This immersive experience gives users a perfect view of both the catwalk and what's going on behind the scenes., a place that is often inaccessible to people who do not participate in the production of the show.

The facility has a dedicated space, inside the store, reflecting the football theme that inspired the Fall collection 2015, as well as various hilfiger collection looks, that consumers can purchase on the spot.

“Through virtual reality, we can move the spectacle of our parade to the spaces of the retail stores. From the amazing catwalk to the music, going through the exclusive moments of backstage, consumers can see the movement of the clothes and the entire collection in its original staging. It is certainly an interesting advance over the traditional shopping experience", explains Tommy Hilfiger.

The launch of this virtual reality project at the point of sale reflects Tommy Hilfiger's interest in improving the shopping experience through digital innovation. "We want to bring to the public a unique part of the universe of our firm, connecting consumers at our point of sale with one of the biggest events of the season".

WeMakeVR-Falcon

This project has been developed in collaboration with WeMakeVR which has provided its WeMakeVR-Falcon camera to record the show.

“Our special virtual reality cameras, along with Tommy Hilfiger's creative vision of the Hilfiger Collection parade, resulted in an experience that goes beyond that of VIP guests,” said Avinash Changa, founder and CEO of WeMakeVR. “Users have a panoramic view of everything that happened there. They can stand next to the models before going out on the catwalk and feel the excitement of being backstage after the show “.

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