Virtual reality is the new means of communication in crisis time

By making strategic partnership with social media platforms such as Snapchat and Instagram, fashion brands are successfully creating a great brand awareness among the Millennial and Gen Z groups. Historically these groups never were the primary target groups of luxury brands, but now they form an important part of the target market. With the help of augmented reality, they can find newer ways to experience the products. AR filters will allow the prospective buyers to post photos and videos which depict that they are happy with the product, by this they also indirectly promote the brand’s message to their audience. Sharing of user-generated content powered by AR is creating a powerful branding opportunity. Even during the time of Covid-19 crisis virtual reality is doing the miracle for several luxury brands.

Virtual Reality Innovation of Prada

Prada launched its ‘Prada Virtual Reality’ project, through this they will offer series of digital content on Facebook, Youku, Oculus, VEER, VR and YouTube.

With the advent of Prada Virtual Reality project, customers will get to discover the world of Prada from the comfort and safety of their homes during the pandemic. A series of immersive experiences will be featured and through these, customers will be virtually travelling all around the word to the key Prada locations. The customers will make stops in Tokyo, Los Angeles, New York and will be culminating in Milan and Venice at Fondazione Prada.

This project will also highlight the spring ranges of Prada and it will give the customers a closer look at its men’s footwear range, the making of the Prada Cashier bag and its authentic made-to-measure collection.

This project is a part of the wider strategy of Prada Group to embrace digital innovation at the time of Covid-19 pandemic crisis. The Prada Group struck a deal with Sprinklr to develop a new digital transformation driven engagement and social advertising strategy for themselves. Sprinklr is a New York based American software company founded in September 2009, they are well known for developing a SaaS customer experience management platform.

As commented by Lorenzo Bertelli, Prada Group Head of Marketing, “Today, digital transformation is changing relationships with consumers, giving them an ultimate amount of purchasing choices. In this world, it is even more crucial to effectively reach out and engage our customers. Sprinklr’s platform will help our efforts to reinforce a digital culture within the Prada Group while improving customer experiences”.

Christian Dior embraces virtual reality

Recently Parfums Christian Dior virtually recreated its store in 127 Av. Des Champs-Élysees, 75008, using augmented reality experience. The boutique features their makeup, fragrance, body and bath lines. It was launched in partnership with augmented and virtual Reality shopping platform, ObsessVR.

Customers are invited to virtually step into the store and they can browse through different categories of Parfums Christian Dior products. In each section customers will get detailed information about different products through the featured interactive contents whichh are category specific.

The company has announced that the virtual boutique will be updated six times a year with different aesthetics and animations.