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Brief Published: 23 Jul 2014

Jimmy Choo’s Virtual Showroom

Jimmy Choo

To celebrate the launch of its Autumn/Winter 2014 collection, British luxury footwear and accessories retailer Jimmy Choo has unveiled a shoppable virtual showroom on its website. This gives consumers a chance to view and pre-order items from its latest collection before they become available in-store – a privilege previously granted only to key fashion buyers and editors. 

Consumers can explore the space – a recreation of the brand’s Milan press room during the February 2014 catwalk shows – by navigating 360 degrees using on-screen arrows to move around, similar to Google Maps’ Street View feature. All the products viewed are click-to-purchase, via redirection to the brand’s e-commerce site.

The virtual space was created in collaboration with London-based tech start-up Avenue Imperial – specialists in creating indoor virtual tours for the retail sector – with the goal of humanising and, to an extent, personalising the online e-tail experience. The aesthetic premise – replicating an existing space – also feeds the consumer appetite for behind-the-scenes/insider access. We discuss this strategy further in Product Hubs: Experimentation & Co-Creation, Store Design Directions: Architecture, Materials & VM, and Luxury Online for Millennials (see section on Insider Access Shows Modern Side of Luxury). 

The project echoes an interactive online promo devised by Australian fashion label Sass & Bide in 2013 (see full blog post for more) – another brand acknowledging the millennial audience’s hunger for tech-enhanced shopping experiences. See also the events report FOCI 2014: Demystifying Millennials.

For more examples of brands experimenting with shoppable content, see Shoppable Content: Entertainment, part of our Anywhere Retail Industry Trend. Also look out for our Post-Digital Retail report, publishing in August 2014.