Ever wanted to steal a peek inside Diane von Furstenberg’s (DVF) office and Meatpacking flagship in New York City? Now you can, thanks to a new virtual reality (VR) experience, unveiled at fall fashion week, which the brand is expanding to anyone who wants to get to know the women’s fashion house a little better.
Long a fan of technology, the brand best known for pioneering the wardrobe-staple wrap dress has previously unleashed innovative experiences on fans and customers. DVF celebrated International Women’s Day this spring with a number of offerings, including a mixed-reality (MR) experience using Samsung MR headsets that let visitors to the Meatpacking store interact with brand’s just-dropped spring/summer collection in a virtual environment—and then try on the clothing for themselves.
DVF’s latest foray into tech continues to experiment with altered reality. Dubbed DVF 360 and created in partnership with Salesforce Commerce Cloud, the experience invites viewers into both the brand’s and the designer’s world without the usual—and decidedly unfashionable—VR goggles. DVF 360 offers VR’s upsides, such as intimacy, engagement and immersion, without the downsides of a bulky headset that can smear makeup and ruin hairdos.
The VR experience is accessible through DVF.com and in stores, and associates can walk shoppers through DVF 360 on iPads. Inside the experience consumers can explore five different areas of the Diane von Furstenberg flagship, from the iconic Swarovski showpiece of a staircase to the showroom’s fresh-from-the-runway looks to stylish fitting room interiors to the carefully collected titles curated in the library’s clean, white shelving. Users can hover their mouse over the tags in these rooms to see product names, tap the tags to view item price and click through to shop. There are no tags in von Furstenberg’s office, which is packed with the kind of artsy, global bric-a-brac one would expect of a jet-setting creative.
DVF CEO Sandra Campos noted that the lines separating physical shopping from its digital counterpart will only continue to blur, and perhaps even dissolve altogether, in the near future.
Jamie Domenici, global SVP, customer adoption and growth, Salesforce Success Cloud and Customer Success Group, described DVF as a brand that “really gets it.”
“The companies that are winning understand the importance of moving fast and innovating for their customers every single day,” Domenici said.