Bloomingdale’s virtual store debuts during New York Fashion Week

Dive Summary:

• Along with other retailers and brands developing virtual shopping experiences, Bloomingdale’s has tapped Emperia, a developer of virtual reality technology, to create a virtual store in celebration of its 150th anniversary, according to a press release Thursday.
• The virtual store will feature 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, access an exclusive anniversary-themed collection and more, according to the release.
• The retailer is introducing the virtual store during New York Fashion Week as part of its anniversary campaign and will continue to celebrate its anniversary at other events across the US, featuring exclusive designers and merchandise.

Dive Insight:

In addition to Bloomingdale’s, Emperia noted in the press release that it has also created virtual stores for companies such as Getty Images, Christie’s, Burberry and Dior. He also said some retailers are creating their own virtual stores as part of their omnichannel strategies.

“We are honored that Bloomingdale’s chose to partner with Emperia at a time when the company is marking its 150th anniversary, highlighting its historic achievements and contributions to the world of fashion through their unique approach to retail. Highlighting their ongoing footprint in the fashion industry, they continue to push the boundaries of innovation, serving as an example of how to use the latest technology that creates a highly engaging and memorable online shopping experience,” Olga Dogadkina, co-founder and CEO of Emperia, said in a statement.

Other brands have also experimented with virtual stores, most commonly on platforms like Roblox. Last December, Forever 21 revealed Forever 21 Shop City, a virtual Roblox experience where users can create and manage their own shops while competing for the top shop spot. After creating the Gucci Garden on Roblox in May 2021, the luxury brand created a new digital space in Roblox a year later, where users could create art, view an 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 generate revenue from virtual goods, experts warn that brands must aware of how they engage with minor users on the platform. Moreover, a recent Forrester report predicted that consumers will be able to access immersive online shopping experiences in 10 years, but virtual shopping experiences will still not allow consumers to easily move their digital goods from one online environment to another.

While Roblox appeals to brands looking to build immersive online experiences, so do other platforms like Snapchat. The social network has published multiple AR shopping tools for brands in May, enabling them to add Snapchat’s AR testing tools within their apps and generate AR assets with their product photography.

In addition to opening its virtual store, Bloomingdale’s has also experimented with another concept called Bloomies. In July 2021, Bloomingdale’s revealed Bloomiesa smaller storefront with technology that connects customers with in-store designers who can find products from nearby Bloomingdale’s locations.