Fashion technology firm BrandLab360 debut major breakthrough in product development at the world’s first digitally immersive fashion trade show BrandLab360 Live, which took place on the 4th & 5th of March 2021. The fashion tech pioneers have enhanced their virtual reality platform to allow multiple users to meet, interact and transact face to face within replica versions of a brand showroom. An additional feature is an interactive tool called The Assortment Builder – mimicking real life, buyers are now able to pick up specific items from various collections and add them to a virtual rail or assortment board, before adding them directly to a digital order.
BrandLab360 Live welcomed 40 brands from all over the world, with each brand showcasing their upcoming collections in their very own dedicated and immersive virtual stand. Using the Assortment Builder technology buyers could build assortments at each booth and make the key choices at their leisure, with other decision makers having the opportunity to also provide their input too.
Jennifer Drury, co-founder of BrandLab360, said: “This new development is a major breakthrough in that it recreates the real-life fashion buying experience. Unlike the majority of digital showrooms, that are essentially b2b e-commerce platforms, our technology mimics real life in as much depth as possible because we understand that human relationships and interactivity will always remain the most important factor in our industry.
Users given the option to pick up and move assets around in a 360 environment is not only a much wanted feature for the wholesale buying process, it also serves as a valuable tool in many other aspects of a fashion business. This additional functionality assists at design stage, where designers and product teams can interact virtually, all the way to the other end of the process for retail merchandising training when large brands have multi-territory retail outlets where they wish to retain consistency and continuity across stores.”
