Virtual experiences

An Israel-based fashion firm, Zeekit, is looking to take virtual fitting rooms to the next level. With partnerships with brands like Adidas, Modcloth and Macy’s, the concept is only developing further, allowing consumers to get an idea of what a garment looks like on their body without actually trying it on. Users can use the Zeekit app to upload a full-body image to try on garments from brands and create purchases. The company has also worked with ASOS during the COVID-19 pandemic, conducting virtual shoots with models of a wide range of body types to process on the website.

According to Zeekit, data shows the virtual fitting room service has helped reduce return rates for partners by 36%

For the new launch of Fenty Skin, Rihanna and her team hosted an interactive digital launch party by inducing consumers within a space they wouldn’t normally be in: a celebrity house party. The digital party featured a Fenty Skin Spa, allowing individuals to delve into how the Fenty Skin products work and what ingredients they include to have the full experience of the new Fenty products virtually. To make the virtual party feel more like a party, party goers were able to download cocktail recipes to create their own cocktails from home. The cocktail bar had an age limit of 21 and over, just like a real cocktail bar. Through to the dancefloor, the DJ played mixes with a virtual chat room open to interact with Rihanna and special guests like Lil Nas X. For the last stops at the pool, customers were able to browse and purchase products as well as use the selfie cam to share their images on social media. Such an experience creates the new future of digital marketing, keeping consumers more in tune with products and services as well as the brand.