Adopting Virtual and Augmented Reality †Free Samples to Students

Question: Discuss about the Adopting Virtual and Augmented Reality. Answer: Introduction: Fashion brands know that it is imperative for them to experiment with technology whether for the purposes of enhancing the customer retail experience or introduce fans and customers to the VR concept (Alvarez, 2017). High luxury and fashion brands are increasingly using VR and AR to advertise their products and to get new customers. The VR and AR platforms offer immersive and titillating experiences that help users create dreams, only these dreams are near real. Because of this immersive and titillating experience, VR and AR, in isolation or used together offer the fashion industry limitless new possibilities as they can be used in several creative ways. VR can be used in making people participate in cat walking/ runway shows where anyone can join in, from the premium front seat row, thanks to VR. VR can be used to capture experiences showcasing product/ brand values and identity, in which case VR and AR can be used (and has been used) for advertising purposes ('VR Marketing' 2017). Custom made VR devices such as headsets for specific brands, such as Tommy Hilfiger and Dior have been developed to engage visitors to their stores where they can review and see whats on offer; combining this with AR would create a stunning almost real experience of customers wearing and feeling the clothes, without even touching them. Presently, fashion outlets are using body scanning technologies such as Kinect which scan the persons image and using the magic mirrors, allow the person to try out different fashion items virtually; the customers can change what they are trying by a simple hand swipe. These magic mirrors can be located outside the store such that people can try clothes virtually without entering the store; call it the new window trying ('VR Marketing' 2017). Even companies for which technology has never played a major role in their business strategies such as GAP are looking for creative ways such as VR and AR to engage more with their customers and fans. For instance, the company has developed its Dressing Room application, in collaboration with Google and Avametric in which AR is utilized to allow shoppers and fans try on fashion items without the need to step into the store(Alvarez 2017). Alignment of business model and value proposition This customer segment are the modern day young adults (millennials) that have grown up with technology and value convenience and choice very highly. This is the segment that use technology, from smart phones, e-wallet and electronic payment systems to tablets such as the iPad on a daily or regular basis (Frederick 2014). The other segment may also include the millennials but generally are internet and social media users; these are people that seek information about a product or brand, or make decisions based on other peoples experiences. Such people regularly use or follow blogs, as well as use social media platforms heavily; they can both be customers and influencer's ('University of South California' 2017) The social media generation is also an important customer segment; these people want to be the first to try out new things and then show off to their friends. For instance, it is not uncommon for such customers to go to a trendy fashion store, try on clothes, take pictures and post on social media such as Instagram asking their friends for comments. They are also members of online communities such that if Forte fashions used social media to advertise and allow online fashion trials through VR and AR; this could be a huge customer base Passersby and window shoppers, people that want to see lots of different fashion before deciding to make a purchase; these customers don't really want to step into the store, but can have an immersive experience trying out fashion through AR while outside the store. Online shoppers; with VR and AR, online shoppers can actually try fashion items, select what they like and pay for it and have the items delivered to their homes, just using the internet (Peterson, Grne, Kammer Kirscheneder, 2010) Representative customer journey This starts with a potential customer that is using social media platform, such as Facebook or a blogging platform and who was interested in buying some fashion items. The individual comes across Forte fashions online advert/ social media promotion that invites individuals to experience a new high in fashion shopping through VR and AR and lists their physical store location. The person becomes intrigued and reads input from others, including those that have tried it. This is the discovery phase in the journey; the person decides to find out more, and even tries the online portal through VR or just sees the videos ('Customer Champions', 2017). The advert then offers the customer an opportunity to download the Forte fashions application for free and install it in their mobile device and invites them to visit the physical store. The person plays around with the application and decides to visit the store on their next free day/ time. This is the research phase. At the store, the person sees the magic mirror connected to a body scanner, where a prompt shows them what to do, ad voil!; they see themselves on the screen, trying several pieces of fashion just by swapping their hands. They then become curious and get into the store, and use their mobile device and application they downloaded to try out even more fashion pieces. This is the moment of truth; they experience is just mind boggling, like a real and vivid dream and through personal contact through the virtual platform, the customer decides to make a purchase, and records the video of the experience, for later uploading to their social media account. An attendant then comes to give the customer advice on various issues, such as payment, delivery, among others; and the person becomes a customer. They then head into their social media accounts and continue spreading the AR/ VR gospel of Forte fashion, increasing Forte Fashions brand presence and attracting more customers. The journey is d epicted below; Conclusions Forte Fashions proposes to use modern technologies of AR and VR in its fashion stores; the company is targeting the tech savvy shopper that regularly uses mobile devices, uses social media or is a member of an online community, love technology and new experiences, and would love to have a new shopping experience. trying out clothes in a virtual environment. The value proposition is to enable customers quickly try out fashion pieces in an immersive and titillating virtual environment that is likely to keep customers coming for more. Forte Fashions should go ahead and implement the model, given that the mainstream fashion industry has greatly taken to VR and AR, including conservative brands like GAP (Pennington 2016). A combination of social media marketing and brand presence, online communities, and an unforgettable user experience using VR and AR will ensure success of the business in the short, medium, and long term. Forte Fashions should consider using magic mirrors and body scann ers, in addition to mobile devices and its own application to give customers inside and outside the store an immersive experience. These should be propped with VR headsets at the stores. References Alvarez, E. (2017). Gap envisions a future with augmented-reality 'dressing rooms'. [online] Engadget. Available at: https://www.engadget.com/2017/01/30/gap-augmented-reality-dressing-rooms/ [Accessed 31 Aug. 2017]. Bacon, J. (2016). Trends for 2017: AR and VR, agency relationships diversity. [online] Marketing Week. Available at: https://www.marketingweek.com/2016/12/14/trends-2017-ar-vr-agency-relationships-diversity/ [Accessed 31 Aug. 2017]. 'Customer Champions' (2017). Customer Journey Mapping (CJM) -. [online] Customerchampions.co.uk. Available at: https://www.customerchampions.co.uk/customer-journey-mapping-cjm/ [Accessed 31 Aug. 2017]. Frederick, J. (2014). Current Trends Among Millennials and Online Shopping - eCommerce. [online] PFS Blog. Available at: https://www.pfsweb.com/blog/current-trends-among-millennials-and-online-shopping/ [Accessed 31 Aug. 2017]. Osterwalder, A., Pigneur, Y. (2013). Business Model Generation A Handbook for Visionaries, Game Changers, and Challengers. New York, NY, John Wiley Sons. https://nbn-resolving.de/urn:nbn:de:101:1-2014122414260. Pennington, A. (2016). The customer experience book: how to design, measure and improve customer experience in your business. Harlow, England ; New York : Pearson Education Peterson, M., Grne, F., Kammer, K., Kirscheneder, J. (2010). Multi-channel customer management: Delighting consumers, driving efficiency. Journal of Direct, Data and Digital Marketing Practice. 12, 10-15. Ram, S. (2017). Meeting millennials where they shop: Shaping the future of shopping malls. [online] McKinsey Company. Available at: https://www.mckinsey.com/industries/capital-projects-and-infrastructure/our-insights/meeting-millennials-where-they-shop-shaping-the-future-of-shopping-malls [Accessed 31 Aug. 2017]. 'University of South California' (2017). The Psychology of Successful Marketing to Millennials | USC Applied Psychology Degree. [online] Appliedpsychologydegree.usc.edu. Available at: https://appliedpsychologydegree.usc.edu/resources/infographics/psychology-of-successfully-marketing-to-millennials/ [Accessed 31 Aug. 2017]. 'VR Marketing' (2017). How fashion and luxury brands are adopting virtual and augmented reality - The VR Marketing DB. [online] The VR Marketing DB. Available at: https://vrmarketingdb.com/2017/01/26/fashion-luxury-brands-adopting-virtual-augmented-reality/ [Accessed 31 Aug. 2017].