These goggles are made for shopping

Customers visiting the stores will be able to use Samsung Gear virtual reality headsets to watch the brand’s fashion show from the front row, and evern stand next to models right before they walk out onto the runway, or see what happens backstage after the show ends. All in an effort to convince them to shop the collection they have just seen in full.

The solution has been developed by the Amsterdam-based WeMakeVR company. Although now only used in-store, it could easily become a transactional tool in the future by allowing any shopper with a Samsung GearVR set to remotely experience fashion shows or product catalogues and then instantly order goods online.

“Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting,” said Tommy Hilfiger. “From the incredible set and music to exclusive backstage moments, consumers will be able to watch the clothes move and see the collection in the original show environment – it’s a compelling and interesting elevation of the traditional shopping experience,” he added.

The technology, which has been first introduced in Tommy Hilfiger’s New York City store, will be rolled out in such locations as London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich, and Moscow.