Topshop, the women’s clothing brand, intends to enlist the help of technology – virtual reality technology, to be exact, in order to deliver a greater “Wow!” factor to the masses who drop by their stores. In fact, virtual reality will be able to deliver the upcoming Topshop Unique fashion run show to interested shoppers without having them being there, thanks to a team effort with London-based Inition. Inition happens to be a company that specializes in 3D graphics application development.
With the clever use of virtual reality, the Web-based stream will be able to deliver a “new dimension” of traditional fashion shows, or so say the executives over at Topshop. Customers who decide to drop by the flagship London Topshop store and make use of a Virtual Reality (VR) headset will see themselves immersed with fashion footage, which will hopefully offer a customized, personal method that will snag the modern day fickle shopper’s attention.
Andy Millns, Inition co-founder, shared, “VR is the ultimate interface to the digital world with the power to transport the user to another place as soon as they put on a special display. This unique technology has the potential to open up fashion shows to the consumer at home and we believe this will be the first of many executions of this kind.” This is not the first time that virtual reality technology has stepped into the world of fashion, and it certainly does not look as though it will be the last.