On the 4th on May, Invrsion has been invited as guest speaker in the second virtual appointment of the webinar series organized by the Deloitte Fashion & Luxury Center Of Excellence: “The Boutique of the Future”.
During the webinar, it has been pointed out that fundamental touchpoints such as stores will be able to provide their clients with immersive and otherworldly experiences, thanks to the fast-developing technologies.
Several experts attended the convention and our CEO, Matteo Esposito, had the opportunity to show them how Invrsion is already enhancing the customer experience through Full Reality, “that is our phygital way to say that the world will mix virtual reality, augmented reality, immersive technologies and real things within a metaverse”.
Matteo illustrated how VR is impacting B2B, B2C and 3D commerce in the fashion industry, and how it is leading to V-Commerce.
Starting from B2B, we are assisting a boost of usage of these technologies, also thanks to this pandemic year. For example, several projects were implemented through VR solutions by recreating products’ digital twins to showcase to the buyers.
Invrsion operates on a B2B level, giving brands the possibility to build their own virtual stores and showrooms, with the highest level of realism in the market, digitizing the products and simulating the shopping experience. Why? To test these simulations before implementing physical store projects, with huge savings of time and costs. In those immersive simulations it is also possible to study the consumer behaviour through heating maps and eye tracking, among others, to have the best feedback before the final implementation in the real world. 
Looking beyond the fashion industry and Invrsion, new virtual collaboration platforms are emerging where people from around the world can interact, simplifying business meetings and needs.
Regarding the VR utilization in consumer’s everyday life “Looking from a consumer perspective, virtual realities thanks to companies like Facebook are coming, not just for gaming, but also for multimedia content streaming, 360 videos, and also for real-life applications, such as fitness, in virtual and beautiful environments and with other people”.
From trying on new clothes to practising sports, consumers are already using virtual and augmented realities in everyday life; these immersive technologies are expanding, and their use will increase over time.
So why don’t we think of VR to go shopping? In Invrsion we are working very hard to build a world where people will have shopping from their home through virtual reality. But first of all, we should imagine a world where VR can be used within the stores, a VR matryoshka effect: the store-in-store.
Invrsion is already making its own contribution, now providing “store-in-store” solutions. How? By simply wearing a headset within a physical store, consumers will be projected into a new brand world. Boutiques can exploit this opportunity in two main ways:
- To tell a story, think of Impersive: its solutions enhance brand storytelling, as consumers can enter into different brand-generated realities;
- To create a real store, as we did for Pomellato, for whom we successfully generated a virtual showroom, designing lightings, shadings and focal points. The consumer could walk around the store, to see different luxury products, not available in the physical store.
Business is also moving towards 3D commerce and Smart fitting.
In this direction we can digitize every kind of product, thus reproducing exact models for clothes, bags and accessories. For this digitalization, we follow standards of Khronos Group, with whom we collaborate to create these open standards.
Many enterprises have taken advantage of Covid-19, adapting their offers to new technologies and adopting an omnichannel approach. Customer experiences have evolved into something unique, where physical meets and merges with digital. New try-on applications are born, from Gucci with its virtual sneakers to Uniqlo with its interactive mirror (even if it is not a real simulation). In Invrsion, we are studying the physics beyond clothes, to make them realistic even when they move, to simulate real life fitting experiences.
In this evolving context, the further step will be the shopping from home: the V-Commerce.
“We will be able to wear glasses and go for shopping, replicating real world, buying products to show them in real life, but also in virtual worlds, merging art and virtual reality just think of Atari Sneakers (worth $ 900)”
A V-Commerce is arising. Your businesses could be able to reach customers everywhere, expanding on a global level. Imagine a world in which clients will go shopping by sitting on their sofa, customizing their favourite products and clothes from your catalogue.
“Virtual reality is something that we can use today to augment your projects, to study your stores, to open a corner, to deliver virtual reality commerce, and maybe in the future we will need also to open the boutique of the future directly to the metaverse. This is our vision in Invrsion”.
If you missed the event, don’t worry, click here to watch the full recording.
We are ready for the future, and you? Let’s anticipate it together!