Tommy Hilfiger introduces virtual reality in its stores | RetailDetail

Tommy Hilfiger introduces virtual reality in its stores

Tommy Hilfiger introduces virtual reality in its stores

Fashion brand Tommy Hilfiger has added virtual reality to its stores, giving its customers an opportunity to watch its fall collection's fashion show from the front row thanks to Samsung GearVR.

Form of entertainment

To reach the effect, Tommy Hilfiger has enlisted the help of a Dutch company to record the event in 3D and turn it into a cinematic that can be viewed in 360 degrees. That means customers who wear a Samsung GearVR can watch the event from every angle and look any direction they want without the experience being ruined.


CEO Daniel Grieder says the virtual tour is the perfect way to make customers feel like they are at a fashion show and see the items on display there, despite never having the option to actually be there. He is also fully aware the headsets are a form of entertainment which hopefully convinces more people to come to the stores.


Currently, the headsets are only available in New York, but Tommy Hilfiger plants to install them in every major store across the United States and Europe.

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