In New York, a clothes store is combining real life with virtual reality
In New York, a Rebecca Minkoff store gives its customers the chance to make the most of the advantages of e-shopping and real stores. Located in the heart of SoHo, the Rebecca Minkoff store offers a unique fusion of physical experience and e-commerce. Customers discover products in-store on a touch screen which allows them to check the content linked to the items. Fashions shows, reviews on social media… they simply have to click to have the item sent to a changing room for them to try on.
Once they get to the changing room, there is a second touch screen which allows them to get a different size if needed, or to get the advice of a sales assistant. The changing room conditions (lighting, brightness) can also be modified to adjust to the situations where the item will be worn. All this is recorded on the customer’s account.
The store therefore offers a genuine enhanced reality experience, during which physical and virtual experiences are combined. By adapting customer experience to their preferences, the Rebecca Minkoff store gives its target audience good reason to visit the store. The immediacy of the store and ease of the online purchases saves them time while offering personalised advice. The concept has already enjoyed some success: Rebecca Minkoff claims the store has a greater conversion rate than regular stores.
96 Greene St, New York