Whether you are a Brand that is new to 3D or a Brand that has started on the journey and is already creating 3D apparel and footwear assets, you will no doubt be looking for ways to get the most out of the investments you’ve made. A logical next step is to look into Virtual Showrooms, which have many valuable and impactful uses throughout the go-to-market process.
What is a Virtual Showroom?
A Virtual Showroom is an interactive 3D environment powered by real-time rendering engines, similar to those used in video games. These showrooms are revolutionizing the Fashion industry by offering Brands a dynamic way to showcase their collections and engage buyers in a realistic, immersive and experiential way.
What opportunities does Virtual Showroom technology offer?
Many took advantage of Virtual Showrooms during the pandemic and continue to reap the rewards, including:
- Cost-savings: Physical showrooms demand significant expenses, from renting space to shipping samples. Virtual showrooms, on the other hand, eliminate these overheads, offering a budget-friendly alternative for showcasing collections to a global audience.
- Accessibility: Not every buyer or account has the luxury of visiting physical showrooms, especially those located in distant cities. Virtual showrooms bridge this gap, providing easy access to curated collections and enhancing the buying experience for all stakeholders.
- Speed to Market: Virtual Showrooms offer a level of flexibility and scalability that is not feasible in traditional showrooms. Brands can build out a space and merchandise a collection in minutes, sharing with others and creating endless variations, depending on their role and needs.
- Environmental Sustainability: Virtual Showrooms reduce the reliance on physical samples and thus minimize waste and the carbon footprint, aligning with the growing demand for eco-conscious practices within the Fashion industry.
In what ways are Brands using Virtual Showrooms today?
1. Wholesale/Account Sales: Traditionally, Brands relied on a combination of physical samples and 2D visuals to engage Buyers. However, this approach is often limited by logistical constraints and inefficiencies. Virtual showrooms offer a superior alternative by enabling brands to create immersive sales presentations that attract buyers and drive revenue.
They empower sales teams to create interactive 3D presentations, guiding Buyers through curated assortments in a virtual branded environment that allows for seasonal storytelling. This not only enhances the buying experience but also streamlines the ordering process, reducing reliance on physical samples and costly showroom spaces.
2. Seamless Collaboration: Virtual Showrooms facilitate seamless collaboration between stakeholders, allowing Designers, Merchandisers, and Sales teams to work together in a shared digital space. Whether it’s planning seasonal launches or refining product assortments, these collaborative tools foster creativity and efficiency.
3. Enhanced Flexibility: With Virtual Showrooms, Brands have the flexibility to adapt and iterate their plans in real-time. Whether it’s updating product visuals or reconfiguring showroom layouts, digital platforms ensure apparel brands stay ahead of market trends and consumer preferences.
4. Visual Merchandising: Visual merchandising teams utilize Virtual Showrooms to easily create store directives and guidelines by dragging and dropping fixtures and products into the scene. You are unconstrained by space constraints of physical showrooms and can create unlimited versions, allowing brands to provide directives for specific store locations.
Case Study Examples of ROI – SAE-A & Hunkemöller
What are some of the common barriers Brands face when evaluating Virtual Showroom technologies?
- Brands hesitate to invest time and money into transforming to a 3D workflow
Whilst yes, the initial investment may seem daunting, the transition to a 3D workflow offers significant savings and time efficiency in the long run. Brands that commit to this transformation often see a faster return on investment through streamlined processes and reduced physical sampling costs. - Brands lack sufficient 3D assets or the expertise to create them
Either by outsourcing 3D asset creation or adopting software for internal use, Brands can bridge this gap and ensure their teams are well supported. Starting with a few high-quality assets and gradually building the collection allows Brands to incrementally enhance their 3D capabilities without overwhelming their resources. - Brands might not know where to begin the transition to a 3D Virtual Showroom
The key is to take the first step. Start small by developing a few 3D assets and exploring Virtual Showroom options. By engaging with vendors for trials and by training resources to help navigate the initial stages, Brands can slowly and meaningfully build confidence at all levels.
What are the key considerations for getting started with a Virtual Showroom platform?
Visual Quality
If your goal is to create a digital twin of a retail store or showroom that will replace a physical space, high-quality 3D assets and a powerful virtual showroom solution are essential. I don’t need to tell you that visual quality is crucial for selling your line so ensure you look for a robust offering that leverages advanced 3D rendering engines, like Unreal, to manage thousands of products in one scene and display them in 4K resolution. Also important to note is that desktop applications often provide more powerful rendering capabilities than browser-based solutions, resulting in higher fidelity experiences.
Connectivity
A system that is cloud-connected and can integrate with existing PLMs and other internal databases is vital. Access to the latest versions of your products as they are developed and updated ensures your Virtual Showroom presentation remains current and a cloud-based catalogue allows easy movement and real-time updates of products within virtual spaces. Look for an “API-first” system to facilitate seamless connections and data access from your internal systems.
Final thoughts…
In a rapidly evolving industry where innovation is key to success, Virtual Showrooms offer Brands a competitive edge by reimagining the way collections are presented and sold. Such an investment is not without its challenges and strict considerations, but by embracing these tools, Brands can unlock new avenues for growth, sustainability, and customer engagement in the digital age.
