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Tommy Hilfiger Brings Virtual Reality to Stores

Tommy Hilfiger launched a brand new in-store experience that puts consumers in the front row of its runway show.

The company announced it will introduce virtual reality to select stores worldwide that enables visitors to view the Fall 2015 Hilfiger Collection runway show in groundbreaking three-dimensional, 360 degree virtual reality. The technology was launched this week at the Tommy Hilfiger store on 5th Avenue in New York City, and will be followed by additional locations in London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich and Moscow.

“Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting,” said Tommy Hilfiger in a statement. “From the incredible set and music to exclusive backstage moments, consumers will be able to watch the clothes move and see the collection in the original show environment – it’s a compelling and interesting elevation of the traditional shopping experience.”

Utilizing Samsung’s Gear technology, shoppers will have an immersive virtual experience that creates the impression of sitting live in the front row at Manhattan’s Park Avenue Armory at showtime on Feb. 16, 2015, when the Fall 2015 Hilfiger Collection was originally presented.

The virtual reality installation lives in store in a dedicated area that reflects the American football theme of the Fall 2015 show, alongside the Hilfiger Collection designs, which consumers can shop immediately.

“Our special virtual reality cameras, combined with Tommy Hilfiger’s creative vision of the Fall ’15 Hilfiger Collection fashion show, resulted in an experience that goes beyond that of VIP guests,” said Avinash Changa, Founder and CEO of WeMakeVR. “Users get an incredible peek behind the scenes; they stand next to models right before they walk out onto the runway, and they feel the excitement of being backstage after the show.”