How Traditional Fashion is Turning Digital & Immersive

With the expansion of the immersive web and the emergence of modern shopping trends, digital immersive fashion is coming to us in varying forms, including virtual and augmented reality applications that allow for a diverse range of uses, from engaging with brands and their subsequent users in innovative and personal ways to allowing users to try on clothing virtually and explore fashion collections digitally.

Digital Fashion, Today

As younger generations increasingly turn to digital shopping, digital fashion presents an exciting opportunity for brands to connect with these modern customers. This not only reflects their values but also fosters loyalty and familiarity with this audience. We would argue that digital immersive fashion enhances traditional retail experiences by leveraging technology rather than replacing them. This is an exciting prospect for brands, as it means they can meet their customers where they are, regardless of their age group, and provide engaging, personalized experiences.

For a long time, millennials have been tracked to have significant disposable income. However, the data now suggests that Gen Z is predicated on having more disposable income than any previous generation. They are also more conscious consumers, placing a high value on brand values, worker labor conditions, raw material sourcing, sustainability practices, and more. This emphasis on brand values makes it crucial for brands to align with these principles. As a brand, having this information online and front and center makes researching easier. Without it, younger generations are more likely to avoid those brands or look for alternatives through apps that rate this information, such as ‘Good on You’, which ranks and compares ethical fashion brands.

If you’re looking for more insight into the sustainability benefits of embracing Digital Immersive Fashion, Dressx’s article “The Environmental Case for Digital Fashion,” which was initially published in the first-ever Digital Production Creation Report, is a thought-provoking piece that captures much of the essence of the sustainability arguments for digital fashion.

“The sustainability potential of digital fashion also cannot be stated enough. By substituting just 1% of physical clothing with digital garments, we will save 5 trillion liters of water and eliminate the annual carbon footprint of the fashion industry by 35 mln tons, which is equal to the total carbon emission of Denmark in 2017. All of this can be done by switching 1% of our wardrobes to digital!” (Dressx, 2023). 

Sustainability is a frequent topic in the discussion on digital immersive fashion, and it is especially important when we consider some of the issues that traditional fashion houses face today.

Digital immersive fashion offers significant benefits to fashion brands. It helps them meet consumer needs and the decision requirements of younger generations in the digital spaces where these generations prefer to socialize and share experiences with their peers. It also supports brand fashion trends related to financial goals, production planning based on market demand, reducing overall cost, and receiving fewer returns by creating shopper confidence through try-on solutions, all while meeting the consumers where they are–online.

The Transformation

With traditional retail no longer appealing to the younger generations of consumers like it once did, the industry is seeing drops in sales. The world’s largest luxury retail group, LVMH, reported a 3% drop in global sales for the third quarter of 2024, a trend also seen by most its competitors. This isn’t just a concern for luxury retail brands but a pervasive industry trend. It’s crucial that the fashion industry and others recognize the need to embrace new technologies, particularly those that enable immersive digital fashion experiences, and take immediate steps to do so.  

Traditional fashion houses are gradually transforming in the face of digital fashion and immersive technologies. While adopting those digital technologies and platforms is relatively slow with the major fashion houses, there is a continued realization that new and old consumers are ever-more reachable via those channels, which is an important step forward, both for brands and consumers. 

It wasn’t that long ago that brands primarily relied on Emperia to create immersive experiences and virtual stores entirely from scratch, meaning everything from layout design to execution. However, a significant market change is emerging. More and more brands and fashion houses are now creating their own digital operations teams, with 3D artists, designers and developers, supporting efforts focused on virtual stores, immersive experiences and digital asset creation, all in-house. This shift is a clear sign of the industry’s direction and the growing need for in-house expertise. Our launch of Emperia Creator Tools is a direct response to this need, supporting and empowering these in-house efforts.

Turning your fashion brand digital couldn’t be more accessible and cost-effective. Immersive experiences are a savvy way to boost your brand’s visibility, as they can be seamlessly integrated into your website, linked with your product/cart workflow, and capitalize on your existing SEO. This means you can avoid unnecessary expenses on creating new domains. 

The adaptability of these digital experiences means that they can be tailored, refined, and expanded without the need to start from square one. This flexibility empowers you to create evergreen content, from marketing campaigns to sales and e-commerce, that resonates with your audience. 

Moreover, all the tools and resources mentioned are not just for the big players in the fashion industry. They are also accessible to individuals and small brands looking to make their mark in the digital immersive fashion world. With Emperia Creator Tools for Unreal Engine 5 and the wealth of learning materials available, you can easily adopt new workflows or enhance your existing ones. And remember, we’re always here to offer support and guidance whenever you need it! 

For brands, big or small, the forward-thinking nature of immersive digital fashion is a key advantage. It allows them to stay ahead of the curve, reacting to the changing seasons and holidays with innovative digital strategies. 

Immersive digital experiences eliminate the need for large budgets spent on in-store seasonal and holiday event decorations. It extends brand reach beyond physical store locations, which see fewer visitors year-over-year, particularly during the holiday period. More digital touchpoints with potential buyers and the ability to adjust strategies on the fly without additional costs all contribute to fostering consumer loyalty and generating a community around said brands. There are so many benefits to adopting digital technology in fashion and retail, many of which are positive solutions to major industry issues, such as product returns. 

The User Journey with Immersive Digital Fashion

“Although the 3DS Max and V-Ray systems will always be a powerhouse for architectural visualization work, Unreal Engine has become more prominent among my One of the unique advantages of virtual spaces over traditional physical stores is the unparalleled ability to curate the user journey. This allows for a more personalized and engaging experience, with various media, content, and products for users to interact with as they navigate through ‘the experience’. 

Intuitive navigation is the key to success with digital immersive fashion. Virtual stores should provide an easy-to-use platform that allows users to explore the virtual landscape easily, moving from one area to another and back again if needed. The number of products displayed should be proportionate to the dimensions of the 3D virtual space, and product recommendation suggestions can help present a more comprehensive range of products without overwhelming the environment or the user. As mentioned, all of this and more can be linked and connected directionally with your checkout pipeline, product zoning and exclusive content. 

Significant differences exist between developing a traditional e-commerce website and an immersive experience. The immersiveness of virtual experiences allows consumers to virtually explore the space and interact with products in a 3D world. In contrast, a traditional e-commerce site primarily focuses on facilitating product purchases. Immersive experiences aim to immerse consumers in the brand universe, bridging the in-store experience with a virtual one. This adds a new layer of storytelling, strengthens brand identity, and fosters a potential community around the brand. Users and consumers are more likely to create an emotional connection and a sense of loyalty to the brand and its values, leading to long-term retention.

When we ponder brand identity in the context of immersive experiences, it is embodied in various elements within the space, from motives to materials to music. The vision is to construct a space that is more imaginative than a physical store yet capable of representing the brand with the same, if not more, effectiveness, opening up exciting possibilities for the future of marketing. 

It doesn’t end there, though. With gamification elements, it infuses the experience and user journey with another layer of entertainment and interactivity. It mainly targets younger generations who want to enjoy the overall experience and be able to share that with others, from mini-games built into exciting new ways to unlock rewards within the space. 

Emperia Creator Tools puts all of this power in your hands, whether you’re an individual, small or large organisation. It doesn’t stop at being applicable to fashion; it can create a powerhouse experience for retail, automotive, real estate, and so much more!