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DVF to present wholesale collection via virtual reality

Diane von Furstenberg spring 2018
Diane von Furstenberg spring 2018

Diane von Furstenberg has teamed up with wholesale marketplace Ordre.com to present its spring 2018 collection to buyers using virtual reality (VR).

Using the platform’s online showrooms, retailers will be able to review the new ready-to-wear and accessories line in this 360-degree virtual sense. All partners will be provided with Ordre headsets to also experience the show that took place during New York Fashion Week on September 10.

This technology will help to create an overall understanding of the fit, movement and fabrication of the collection, the press release explains.

Jonathan Saunders, creative director at DVF, said: “As a designer, I want to embrace the digital world as a way of presenting our collections and we are excited to introduce a number of new technologies to our business marketing, as well as enhancing our consumer experience.”

DVF will still be hosting physical showrooms in New York, London and Milan during fashion month, but this virtual showroom is designed to otherwise enhance and facilitate order taking in an efficient sense.

Melissa Sussberg, EVP of domestic sales and global merchandising at DVF, added: “It’s becoming increasingly difficult for our valued retail partners to constantly travel to showrooms. Our partnership with Ordre will allow them to understand the detail of the collections and place wholesale orders remotely.”

The digital assets created by the collaboration will also be trialled for consumers – both in-store on interactive touch screens and online.

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Digital snippets: Louis Vuitton, Project Runway, Westfield, Nike, Macy’s, Ikea

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Louis Vuitton’s Yayoi Kusama app turns pics into polka dot art prints (as above) [PSFK]
  • Virtual Heidi Klum rates outfits of visitors to New York’s High Line via interactive Project Runway billboard [AdWeek]
  • Westfield pits East against West in social media Olympics campaign [Campaign]
  • Nike to run real-time Olympics Twitter ads [The Drum]
  • Macy’s rolls out Shopkick mobile rewards app nationwide [AllThingsD]
  • Retail brands can benefit from greater reach on Facebook by targeting their fans’ friends [Media Week]
  • B2B fashion sites on the rise [WWD]
  • Spoonflower lets users design and sell own custom fabric [TechCrunch]