Italian fashion brand Diesel has announced a virtual store, fully imitating the retail space of its flagship store in Milan. According to the creators of the project, the digital showroom will take shopping to the next level, combining its capabilities with the best qualities of traditional physical shopping.
The concept was developed together with the consulting company Accenture as a solution to the problem of closing stores around the world in the spring of 2020. Diesel, as well as other fashion houses, faced the fact that customers of the brand could not see the new collection due to restrictions imposed.
It was then decided to develop a virtual storefront showroom with the full effect of immersion in the atmosphere of physical shopping. Thus, for customers, the brand is trying to provide an opportunity for the store to be present without wearing a mask and maintaining a social distance, writes Fast Company.
Currently, the virtual store operates in test mode and is available to a limited number of customers. At the same time, the company sees the experiment as an opportunity to significantly expand online shopping opportunities for consumers.
As a result of restrictions on e-commerce retailing worldwide, the e-commerce market has grown by almost 40%. At the same time, the model of representation of goods in online shops and in fashion brands has not changed significantly in recent years. Diesel expects that the new presentation of the assortment in the virtual model will provide a unique perspective on the possibilities for online sales in the fashion segment.
