Luxury fashion brand Jimmy Choo has launched a virtual showroom that allows customers to view and pre-order its autumn/winter14 collection alongside buyers and editors before the products are available in stores.
In collaboration with UK start-up Avenue Imperial, which creates interactive indoor tours of physical retail spaces, the virtual retail or ‘V-tail’ technology is designed to help Jimmy Choo bring to life the AW14 presentation it made to press and buyers in February during Milan Fashion Week via an online experience.
Jimmy Choo CEO Pierre Denis said: “The buyers’ showroom is normally an inner sanctum open only to industry insiders and editors, but we wanted to give our VIP customers a chance to see and shop the new collection first.
"A virtual showroom is the perfect way to give people an interactive preview and the opportunity to pre-order their favourites to avoid disappointment. The virtual showroom will enhance our multi-channel offering by allowing customers all over the world to get the magic of the Jimmy Choo experience online.”
The move follows cues from other luxury brands including Burberry, which are increasingly inviting consumers and brand fans to share in what would otherwise be closed-door activity.