Julia Haart, CEO of Elite World Group, and Tommy Hilfiger are teaming up to transform the future of fashion through technological innovation that focuses on hyper-realistic virtual avatars, immersive digital content, CGI/AR/VR experiences, and V-commerce.
Together with Hilfiger, who will bring his extensive knowledge of the fashion system to the project, EWG is set to revolutionize the retail experience for brands and consumers.
According to Hilfiger:
“In the past year, virtual experiences have rapidly become a part of our new normal, giving us more ways to interact with each other as well as how we engage with our favorite brands and consume entertainment, pop culture, and the celebrity world.”
It's the model and influencer Jasmine Sanders, known also as the "Golden Barbie", who was revealed as the brand’s first digital avatar, featured in an immersive fashion film while wearing digitized Hilfiger clothing. In the film, a VR Jasmine Sanders walks 3D virtual runways as a way to showcase the capabilities of EWG’s technology.
On her Instagram page, Sanders writes how she has been working on an amazing and innovative project with Elite World Group and what a great experience is for her.
"EWG Virtual turned me into a hyperrealistic avatar that walks, moves, and looks exactly like me – I’m completely blown away… This is the future of fashion, and I’m so happy to be a part of it!"
According to a survey conducted by virtual experience company Threekit, over 60 percent of respondents reported they felt more engaged with a brand that uses VR and AR resulting in more customer spending through virtual stores.
A number of luxury brands have already implemented similar additions to their strategy. Ralph Lauren launched a digital collection through the online avatar app Zepeto, while other brands like Gucci and Burberry allowed shoppers to virtually try on their clothing.
AR and VR technologies are just an amazing alternative to traditional shopping that (we need to admit it) can be tiresome. Thanks to them, a customer can use an AR mirror to scan the face and try a product on it. That way you will not pick the wrong color when buying make-up products online, and what's really innovative is that shoppers who prefer offline stores will avoid using physical product testers.
Also, consumers are becoming increasingly tech-savvy and AR and VR make shopping definitely more immersive, enjoyable, and Instagram-able!