Virtual tripping at Hilfiger stores

A model wears a virtual reality device at a Tommy Hilfiger store in New York.
A model wears a virtual reality device at a Tommy Hilfiger store in New York. PHOTO: NEW YORK TIMES

NEW YORK • Tommy Hilfiger on Tuesday became the first major retailer to make virtual reality a fixture in its stores this week, offering its shoppers a virtual trip, via a Samsung GearVR headset, to the label's fall fashion show in New York, which took place earlier this year.

The VR headsets, which Tommy Hilfiger is renting out at its Fifth Avenue store in New York, give shoppers a 3-D, front-row view of the show, held at New York's Park Avenue Armory venue.

At a preview, a reporter donned a GearVR and sat a few virtual feet away from models as they strutted down a football-themed runway.

Mr Daniel Grieder, Tommy Hilfiger's chief executive, said the headsets allow shoppers who might never attend a fashion show to view and shop the season's runway styles.

He also said the headsets would be installed in the brand's biggest flagship stores in the United States and Europe, injecting them with an element of entertainment. That was vital to brick-and-mortar stores as they fight to stay relevant in an increasingly digital world, he said.

NEW YORK TIMES

A version of this article appeared in the print edition of The Straits Times on October 22, 2015, with the headline 'Virtual tripping at Hilfiger stores'. Print Edition | Subscribe