Luxury fashion houses incorporate mixed-reality experiences into their promos
Trend - The use of augmented and virtual reality in the promotional exhibits of designer brands is on the rise, allowing for distinct mixed-reality experiences for customers. This shift comes as luxury fashion houses recognize the need to better adapt to contemporary purchase habits, in order to attract Millennial and Gen Z consumers.
Insight - Millennial and Gen Z generations are digitally fluent and prefer to interact with brands online over other marketing tactics. The younger generation is also more likely to challenge tradition and turn to brands that offer unique content and retail experiences. When shopping, they are more engaged when offline and online components are merged. This creates more opportunity for creative expression for both brands and their customers.
Insight - Millennial and Gen Z generations are digitally fluent and prefer to interact with brands online over other marketing tactics. The younger generation is also more likely to challenge tradition and turn to brands that offer unique content and retail experiences. When shopping, they are more engaged when offline and online components are merged. This creates more opportunity for creative expression for both brands and their customers.
Workshop Question - How could your brand incorporate mixed-reality technologies into its promotions?
Trend Themes
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Augmented Reality in Fashion — Fashion retailers are incorporating augmented reality into their shopping experiences to attract Millennial and Gen Z consumers who prefer unique and interactive retail experiences.
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Mixed-reality Fashion Shows — Fashion brands are experimenting with unconventional runway shows that utilize mixed-reality technology to create augmented experiences for consumers.
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Collaborative Clothing-free Pop-ups — Retailers are collaborating with technology companies to create immersive augmented reality pop-up stores that provide unconventional and gamified shopping experiences for consumers.
Industry Implications
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Fashion Retail — Augmented reality and mixed-reality fashion shows present new opportunities for fashion retailers to engage with consumers through unique and interactive experiences.
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Technology — The integration of augmented reality technology into fashion presents opportunities for technology companies to collaborate with retailers to create innovative shopping experiences for consumers.
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Marketing — The use of augmented reality technology in fashion presents opportunities for marketers to create unique and immersive promotional campaigns that appeal to Millennial and Gen Z consumers.
