How Rebecca Minkoff Used VR And AR To Promote Its New Line

What Happened
Rebecca Minkoff leveraged virtual and augmented reality technologies to engage online shoppers and promote its Fashion Week event. The NYC-based fashion brand broadcast a 360-degree live video to allow fashion lovers to experience its fall preview show at Fashion Week this past Saturday from the front row. Viewers could also see how new items would look on themselves thanks to integration with AR try-on app Zeekit. Fans could upload a full-body photo of themselves and Zeekit would overlay selected items on them based on the color and size they chose.

What Brands Need To Do
The fashion industry has been quick to embrace 360-degree videos and live streaming to reach a wider audience for their fashion shows. Brands such as Balenciaga, Hussein Chalayan, and Dior have all tried their hands with 360-degree videos or live streams to reach customers. The partnership with Zeekit brings some interactivity to Rebecca Minkoff’s online experience to further engage fans.

The Lab has extensive experience in designing interactive experiences for beauty and fashion brands. Our recent work with NYX Cosmetics includes a digital beauty bar that uses AR technology to create a virtual sampling experience. If you’d like to advance your strategy to incorporate new technologies and further engage shoppers, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.


Source: TechCrunch

Header image courtesy of Rebecca Minkoff’s YouTube video