Bloomingdale’s virtual store launched during New York Fashion Week

Dive Brief:

• Along with developing virtual shopping experiences with other retailers and brands, Bloomingdale’s has tapped virtual reality tech developer Imperia to create a virtual store to mark its 150th anniversary, according to a press release Thursday.
• The virtual store features products from Polo Ralph Lauren, Marc Jacobs, David Yurman and other luxury brands. Visitors to the virtual store can watch a video highlighting Bloomingdale’s transformation over time, play games, find a special anniversary themed collection and more, according to the announcement.
• The retailer is introducing the virtual store as part of its New York Fashion Week anniversary campaign, and will continue to celebrate the anniversary at other US events by showcasing designers and exclusive merchandise.

Dive Insight:

In addition to Bloomingdale’s, Imperia announced in a press release that it has created virtual stores for companies such as Getty Images, Christie’s, Burberry and Dior. Some retailers are also reportedly creating their own virtual stores as part of their omnichannel strategies.

We are honored that Bloomingdale’s has chosen to partner with Imperia as the company celebrates its 150th anniversary. Marking their enduring mark on the fashion industry, they continue to push the boundaries of innovation, serving as an example of how to use technology to create the most engaging and memorable online shopping experience,” said Olga Dogadkina, co-founder and CEO of Imperia in a statement.

Other brands have also been experimenting with virtual stores, mostly on platforms like Roblox. Last December, Forever 21 It was announced forever 21 shop cityA virtual Roblox experience where users can create and manage their own stores while competing for the “top shop” spot. In May 2021, the Gucci Garden launched a luxury brand in Roblox Create a new digital space on Roblox A year later, where users can create art, view exhibition space, buy digital Gucci items and communicate with each other.

But as brands flock to platforms like Roblox to create immersive online experiences and profit from virtual goods, experts warn that brands should be. Considering how minor users interact on stage. Additionally, a Forrester’s latest report In 10 years, he predicts, consumers will have access to immersive online shopping experiences, but virtual shopping experiences still don’t allow consumers to easily move their digital goods from one online location to another.

Just as Roblox attracts brands looking to build immersive online experiences, so do other platforms like Snapchat. The social network is released Multiple AR marketing tools for brands In May, Snapchat will let users add AR testing tools to their own apps and generate AR assets with product photography.

In addition to opening its virtual store, Bloomingdale’s has been experimenting with another brick-and-mortar concept called Bloomis. In July 2021, Bloomingdale’s Open Bloomiesa small storefront with technology that connects customers with in-store stylists who can find products from nearby Bloomingdale’s locations.