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Virtual reality lets fashion shoppers see runway show

The fashion industry could lead to wider adoption of virtual reality and similar initiatives.

Published Thu, Feb 13 2014 5:08 PM CST   |   Updated Sat, Aug 8 2020 10:29 AM CDT

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.

Virtual reality lets fashion shoppers see runway show | TweakTown.com

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.

An experienced tech journalist and marketing specialist, Michael joins TweakTown looking to cover everything from consumer electronics to enterprise cloud technology. A former Staff Writer at DailyTech, Michael is now the West Coast News Editor and will contribute news stories on a daily basis. In addition to contributing here, Michael also runs his own tech blog, AlamedaTech.com, while he looks to remain busy in the tech world.

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