“When you're fully immersed, you see the sun, you see the ocean moving, you hear the seagulls. It's an experience like no other,” says Isabel May, chief customer experience officer at Mytheresa. Mytheresa is the first and only luxury fashion app on Vision Pro, right in the palm of cash-savvy customers' hands. The device, which sold out of 200,000 units in a pre-sale that began on January 19, costs $3,500, meaning high-value potential customers are getting first passes.
Virtual reality shopping has long been on the horizon of what will happen in the future, but no one has cracked it yet. For it to work, both the technology and user behavior must be right. It remains to be seen whether Vision Pro will become as much a part of our daily lives as smartphones and smartwatches, but Apple's investment in this area is notable. Your partner wants to know how this is going to turn out.
“This is the moment we’ve all been waiting for,” says Neha Singh, founder and CEO of Obsess, who worked with the brand to create the Vision Pro experience. “The quality and interaction you get is unprecedented in terms of resolution, allowing you to realistically view products on a larger-than-life scale and fully immerse yourself in the brand environment. is the closest or next best way to view products.
J.Crew, Alo, Elf, and Mytheresa all worked with virtual shopping technology company Obsess to build Vision Pro stores. All had previously used Obsess to create virtual stores, but these were primarily accessed through computers and smartphones. Other brands that have created virtual stores include Ralph Lauren, L'Occitane, Dior, and Tatcha. These immersive three-dimensional spaces leverage gaming aesthetics and mechanics to create e-commerce shopping experiences that are more engaging than traditional grids and scrolling. Brands can also increase engagement, collect data, and educate their visitors through games.
Elf worked on the game in three environments inspired by “holy grail” products such as Camo CC Cream, Power Grip Primer, and Halo Glow, which are available for in-app purchase. With the theme 'Your Best Elf', visitors can explore play and relaxation, including a 'paint by number' game (you'll see his 3D animal as a reward at the end), stretching and meditation . We've also created a corresponding online version of the experience.
