Virtual reality showroom: Immersive 360 and 3D virtual showroom experience

A highly immersive virtual 3D fashion showroom functioning as a VR gallery of fashion and a virtual clothing store.

Customer

Industry

Fashion, eCommerce

Region

Client since

2018

Our customer is a mid-size Europe-based fashion company that has created their own clothing brand to ride fashion trends and keep pace with the rapid shifts in the industry.

Detailed information about the client cannot be disclosed under the provisions of the NDA.

Challenge

Our client developed a unique assortment of fashionable clothing, sneakers, and accessories. Thus, they were looking for a modern way to promote their products to boost sales and build quite a reputation among European and American fashion lovers and the fashion community. According to the client’s vision and requirements, a digital solution should combine a virtual fashion gallery and a virtual showroom allowing users to view and purchase clothing items.

Having investigated current trends, our team offered to create a virtual reality space with several modules. The solution was to perform marketing, sales, reputational, and representative functions. One of the major objectives was to strike a balance between keeping the solution to state-of-the-art minimalistic design and making it hands-on and informative. It was also important to create a large number of 3D models of items from scratch in a fairly short time.

Virtual fashion showroom solution

Innowise has developed a highly immersive virtual reality showroom for a European-based fashion company. The resulting VR application functions as a virtual clothing store and a virtual fashion gallery.

The VR space consists of 3 immersive modules that provide end-users with unique virtual experiences and pursue different objectives.

Module 1 is a 360° virtual fashion show that introduces users to the company and brand. Being kind of a virtual lobby, it immerses viewers into the context, creates great audience engagement, and presents an interactive menu.

Module 2 is a virtual reality gallery dedicated to the history of fashion. The VR space consists of several halls filled with 3D mannequins with clothes from previous epochs, thematic photos and videos on the walls. The module provides users with a realistic virtual experience and immerses them into the fashion history.

Module 3 is an immersive virtual reality clothing store filled with 3D models of real items for sale. Users can navigate independently in a virtual environment and view the detailed information on each clothing item: material, sizes and colors available, price, etc. Within the VR fashion store, one can compare different pieces of clothing, virtually try them on, add to the wishlists or shopping carts, and purchase. For each item, the recommendation system automatically suggests a matching accessory and footwear.

Technologies & tools

Engine

Unity

Programming language

Modeling

ZBrush, 3DStudio Max, Substance Painter, Substance Designer, 3D-Coat, Marvelous Designer

Front-end

Three.js

Back-end

Node.js, Express.js, MySQL, Ajax

Infrastructure

Docker Containers

Platforms

Web, HTC Vive

Process

Our team started the project with the selection of VR equipment. For that part of the solution, we decided on the HTC Vive and HTC Vive Controller, as these devices stand out for their performance specifications, quality, and price. A large layer of work was the creation of 3D models from scratch. We were provided with a set of referenced images to be used to create interactive 3D models with fabric simulation. Our designers made UV-mapping of the clothing items and created the textures. For a truly coherent user experience, we opted for Unity engine and made important integrations with third-party services to enable electronic payments within the solution.

Team

Unity Developers

3D Designers

Project Manager

QA Engineer

Results

Innowise has developed a state-of-the-art virtual showroom application for a fashion brand from scratch. The resulting VR fashion gallery and virtual clothing store provides users with personalized immersive brand experience and induces the sensations of participating in a real fashion show. The VR app enabled the fashion house to attract public attention, get word of mouth and engage new customers. In addition to distinguishing the brand from competitors, the solution is a complete eCommerce application that allows users to select, virtually try and buy clothing items. The implementation of the virtual 3D fashion showroom significantly increased sales and improved brand awareness.

Project duration

8 weeks

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