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Bridging Fashion’s Digital Reality

October 11, 2021
Author: Jasmine Waters

Over the course of the last few weeks, Selfridges has debuted a brand-new pop-up collaboration. The experience features both digital and physical elements, bringing together three titan brands from the creative sphere to make something their consumers will remember. It’s cited as a portal into a virtual city, where users can buy collections in a way they never have before. What’s the experience made up of and what can it tell us about the importance of bridging digital and physical?

What is Selfridges doing?

Dubbed as “Electric/City”, customers are prompted to enter the bridged experience via a QR code, or at home through a website dedicated solely to the collaboration. Featuring a sample of products that are readily available to buy, Selfridges has highlighted the importance of consumer access to digital and physical simultaneously. Fashion still makes most of its profit off of the ability to sell clothes to consumers in a brick & mortar setting. Experts now predict brands will interact with customers through video games and virtual environments—there’s never been a more important time for merging between the two worlds.

Why is the experience so important?

Having the choice of interacting in a digital or physical way is now essential to provide consumers with moving forward. Selfridges have spoken of their current experience as something to learn from, building momentum where buying is an integral step, but isn’t the main focus. Currently, the focus is often set on creating a ‘wow moment’. For Selfridges, this started with 3D billboards that functioned simultaneously in the real world and key digital spaces (such as Fortnite) and continued with continuity through to the virtual purchasing journey.

Digital assets need to retain the perception of reality throughout, in order for consumers to believe them. Different immersive experiences can illicit different customer reactions, but each needs to feel authentic in order to be successful. For every triumphant hybrid brand experience, there’s been a forgettable one. Such experiences need to be personally tailored to the community needs brands are trying to target. Spending time understanding this will help brands be successful as the inevitable digital-physical future draws closer.

Photo source: https://www.weforum.org/


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