Women's clothing brand Topshop will use virtual reality technology to help give customers a unique way to access the upcoming Topshop Unique fashion run show. Topshop teamed up with London-based Inition, a company specializing in 3D graphics application development.
Using virtual reality for the Web-based stream provides a "new dimension" of traditional fashion shows, according to Topshop executives. Customers visiting the flagship London Topshop store and use a VR headset loaded with fashion footage, providing a customized, personal method to grab shopper attention.
"VR is the ultimate interface to the digital world with the power to transport the user to another place as soon as they put on a special display," said Andy Millns, Inition co-founder, in a statement. "This unique technology has the potential to open up fashion shows to the consumer at home and we believe this will be the first of many executions of this kind."
The use of virtual reality is transitioning from an over-the-top, unrealistic tech fad into something that provides businesses a chance to work with customers.