J.CREW, MYTHERESA, ALO YOGA, and e.l.f. COSMETICS
VENTURING IN SPATIAL COMPUTING
Coined by Apple through the introduction of Apple Vision Pro, the term SPATIAL COMPUTING denotes the interaction between humans and computers perceived by users to be taking place in their reality rather than through a screen. Fueled by advanced processors, ultra-high definition displays, and rapid global network speeds, Apple Vision Pro seamlessly integrates digital content with the user’s surroundings. The launch of Apple Vision Pro heralds a new era in retail spatial computing.
The eagerly awaited release of Apple Vision Pro presents an enticing opportunity for fashion, luxury, and beauty brands to solidify their positions as pioneers in immersive retail technology. Apple Vision Pro, alongside other spatial computing devices, provides users with a more intuitive, instinctual, and human-centered approach to engaging with technology, which brands leverage to create immersive e-commerce experiences mirroring real-world shopping scenarios. Brands are improving their spatial computing strategies to seize the momentum surrounding Apple Vision Pro, marking a significant leap toward mainstream adoption of spatial technology and 3D digital interfaces in the retail sector. This explains why retailers are increasingly opting to invest in spatial computing and immersive shopping experiences.
A PLATFORM FOR INNOVATION — TARGETING A NEW TYPE OF CUSTOMERS
Just like with previous Apple devices, initial apps on the App Store tend to witness a surge in downloads. The launch of Apple Vision Pro presents brands with a fresh opportunity to engage tech-savvy, affluent consumers in an entirely novel manner, especially during the buzz surrounding its release.
Leading brands such as J.CREW, MYTHERESA, ALO YOGA, and e.l.f. COSMETICS has recently collaborated with OBSESS to introduce their visionOS shopping apps coinciding with the device’s arrival. This collaboration signifies a pivotal moment in retail technology. Each app harnesses cutting-edge features of Apple’s latest technology, such as progressive immersion, high-definition 4K displays, spatial audio, and intuitive hand-and-eye interactions.
INDUSTRY INSIGHTS
EMBRACING EXPERIENTIAL COMMERCE THROUGH SPATIAL COMPUTING
Spatial computing devices promise to revolutionize shopping experiences by offering immersive interactions akin to real-life human encounters. By leveraging the full 360-degree space around users, products can be showcased at life-size or larger-than-life scales. Equipped with ultra-high-resolution 4K displays for each eye, Apple Vision Pro enables customers to visualize products and brand narratives with unprecedented fidelity and detail, surpassing the capabilities of traditional smartphones or computers.
For instance, ALO YOGA has recreated four distinct settings within their “alo Sanctuary” app, allowing users to visualize products within contextual environments that transcend conventional e-commerce realms, fostering deeper consumer engagement. Vision Pro users can interact with life-size styled mannequins, examining products at a granular level. This immersive experience signifies a paradigm shift in online shopping, amalgamating immersive technology with wellness to forge deeper consumer connections and facilitate contextual storytelling.
Similarly, e.l.f. COSMETICS offers a holistic shopping experience through their visionOS shopping app, “your best e.l.f.,” providing a space for the brand’s community to explore and engage through immersive exploration and branded games. Users can explore three distinct environments, each themed around a product category. Beyond shopping, users can participate in activities like guided meditations and stretching exercises, fostering an environment conducive to self-discovery and exploration.
HUMANIZING THE SHOPPING EXPERIENCE
Apple Vision Pro introduces groundbreaking social features like SharePlay, enabling users to share immersive experiences with others regardless of their physical location. Imagine a virtual stylist offering personalized recommendations based on individual preferences, all within the app itself.
J.CREW’S “VIRTUAL CLOSET” offers an immersive shopping experience that personalizes the shopping journey like never before. From interactive mannequins to SharePlay functionalities, the brand leverages spatial computing to offer a personalized, interactive shopping experience. Users can mix and match products and seek opinions from others through SharePlay, enhancing the social shopping experience.
LUXURY RETAILER MYTHERESA is set to provide top shoppers with curated styling sessions through their visionOS app, “Mytheresa, Immersive Luxury App.” This app transports users to luxurious shopping destinations, allowing them to browse curated edits amidst hyper-realistic environments. With upcoming digital client management capabilities, Mytheresa aims to elevate the personalized shopping experience further.
INNOVATING IMMERSIVE SHOPPING EXPERIENCES FOR APPLE VISION PRO
These virtual stores are designed for cross-platform distribution, ensuring seamless accessibility across web and mobile platforms, thereby maximizing return on investment and audience reach. Furthermore, these experiences can be optimized and adapted for other platforms like Roblox and Meta Quest, broadening their audience appeal.
With brands like J.CREW, MYTHERESA, ALO YOGA, and e.l.f. COSMETICS at the forefront, immersive shopping experiences are redefining consumer engagement and storytelling. The introduction of Apple Vision Pro and the rise of spatial computing in retail represent a pivotal moment in the industry’s evolution. Features like SharePlay and high-definition displays are humanizing the shopping experience, offering personalized interactions and immersive environments. As these innovations continue to expand, retail is on the brink of a transformative shift towards experiential commerce.
