The pandemic forced the world to shop online – and even after things have returned to normal, some habits have stuck on. And online shopping is certainly one of them. While it brings the huge benefit of convenience and ease to customers, there are some instances where you wish there was more – you wish it was more like physical shopping. Fashion is certainly a case in point. Nothing beats the experience of actually touch and feel and try on clothes or make up or accessories before buying.
This where a virtual store can make all the difference! J. Crew has found a great way to celebrate their milestone anniversary – by treating their customers to a fabulous virtual shopping experience that is beach-themed.
Virtual stores like this can keep be the differentiator for brands who wish to stay ahead of the competition. And appear young and trendy – appealing to the younger demographic, which is the target audience of J. Crew anyway. This is a great way to appear relevant and for customers to take their virtual selves into virtual trial rooms and try out the swanky outfit that catches their fancy. In fact, customers can just about try on as many different clothes as they wish – virtually, of course!
On the other side of the coin, J. Crew will be able to get a lot of data and information about their customer, as they enter this virtual dimension and reveal so much about their preferences. What outfit is most popular? And with which demographic? Is there a specific kind of outfit that people with a certain body type, prefers? Does the setting affect purchasing decisions? Are there opportunities for cross-selling? How about up-selling? This kind of valuable data helps fashion brands to make relevant recommendations, and thereby improve conversion rates.
Some brands have virtual clothes and accessories for the avatars of the customers. They are sold as collectables. NFTs - which the young Gen Z and Millennial demographic sees as valuable and worth possessing.
The novelty of these virtual stores will go a long way in keeping the brand strong and relevant. Customers are engaged, deeply – the existing ones and the hordes of new ones who want to see what’s going on! And the various novel items will make them stay in the store a lot longer than they would have, in a physical setting, making them spend more time and dollars!
(You notice people are not saying ‘metaverse’ – clearly shows this is here to stay – minus the negative syntax)
All in all, this is a great move for J. Crew – to celebrate history by doing something completely futuristic!