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01/25/2023
RL Pro Exclusive

Vans Courted Young Consumers With Interactive Phygital Experience

Elizabeth Christenson
Editor, Retail Leader Pro
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Pro Tip: In the quest to create in-store models that stand out with consumers, it’s important to blend both experience and efficiency. Technologies like virtual try-on help consumers navigate the path to purchase within a store more easily and free up their time to enjoy the shopping experience.

Last fall, Vans Europe created “Imaginary Wilderness,” a pop up, phygital experience at its Orefici Vans store strategically located by the Duomo of Milan in Italy, a popular cathedral in the center of the city. Designed in an existing store, “Imaginary Wilderness” was created to excite visitors during last year’s Milan’s fall fashion week.

Unique from any other Vans’ locations, VF Corp., the owner of Vans, The North Face, Timberland and other brands, partnered with Grottini on the interactive digital experience. The retailer used virtual try-on technologies from Future Fashion and the talent of artist Sarah Edith, who was selected by Vans Europe to interpret the brand mood of “young, freedom, beauty and energy.” What developed was a mix of real and virtual experiences in which consumers in the Vans store, through a virtual try-on system and a video wall, could customize their outfits with different patterns and share it on social media networks.

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