By Hilary Milnes.
Rebecca Minkoff sees more possibilities for virtual reality in retail beyond laying a pair of goggles on a store customer’s face and letting them watch the latest fashion show.
In fact, the brand wants to be the first brand to meet and sell to customers in a virtual reality world, once customers are actually ready to shop in a virtual setting where nothing they see is actually real — and it’s working with VR company Obsess and Walmart’s tech incubator, Store No. 8, to get there. Since that hasn’t happened yet, the company is using data and insight gathered from its experiments with the technology to inform product design and store layout decisions.
“We have this relationship with technology that starts with taking an early lead and then turning that digital innovation into business innovation,” said Craig Fleishman, the evp of corporate development and general counsel at Rebecca Minkoff. “Our goal with virtual reality is to get the right product in front of the right customer more quickly.”
Read more at Glossy.