-By Ankita Dutta.
LVMH, the luxury conglomerate, unveiled its plans to expand its utilization of Epic Games’ technology to create immersive virtual experiences across its portfolio of iconic brands. The announcement was made at the recent Viva Technology conference held in Paris.
As part of their strategic partnership, LVMH aims to leverage Epic Games’ technology to introduce innovative digital features like virtual fitting rooms, fashion shows, and digital twin experiences. This collaboration demonstrates LVMH’s commitment to redefining the boundaries of luxury retail by embracing cutting-edge technologies.
One of the initial rollouts of this strategic partnership is happening at Viva Technology itself. Louis Vuitton, a revered brand under the LVMH umbrella, has set up a captivating digital show experience at LVMH’s pavilion. Visitors to the pavilion can now relive an interactive version of Louis Vuitton’s highly anticipated fall/winter 2023 fashion show.
This collaboration is not LVMH’s first venture into virtual experiences in partnership with Epic Games. In the previous edition of Viva Technology, celebrated jewelry brand Bulgari captivated audiences with a virtual presentation called “Virtual Rome,” created using Epic’s powerful 3D-creation tool, Unreal Engine 5. Additionally, Louis Vuitton made use of the same software, alongside Epic’s revolutionary MetaHuman technology, to introduce a virtual ambassador named Livi.
In another bold move to enhance customer engagement through technology, LVMH also announced its plan to introduce contactless payment options, including Apple Pay and other digital wallets compatible with iPhones, at select stores of Louis Vuitton, Christian Dior Couture, Celine, Sephora, and Tiffany & Co. across the United States later this year.
This strategic partnership with Epic Games represents LVMH’s ongoing commitment to pushing the boundaries of luxury retail by embracing digital innovation. By incorporating virtual experiences into their brand offerings, LVMH aims to create unique and immersive opportunities for customers to engage with their products and services.
The utilization of Epic Games’ technology enables LVMH’s brands to craft hyper-realistic virtual environments that simulate physical spaces and events, providing customers with an elevated shopping experience. From browsing collections in virtual fitting rooms to attending digital fashion shows, customers are now offered the opportunity to engage with LVMH brands in entirely new and exciting ways.
Furthermore, the integration of contactless payment methods reflects LVMH’s dedication to providing convenient and secure transactions for their customers. By enabling digital wallets and mobile payment options, LVMH aims to offer a seamless and futuristic shopping experience that aligns with the evolving preferences of luxury consumers.
With LVMH’s continued investment in groundbreaking technologies, it is evident that the luxury conglomerate is committed to driving the future of retail through innovation and digital transformation. By embracing virtual experiences and contactless payments, LVMH aims to maintain its position as a pioneer in the luxury industry while staying attuned to the evolving needs and desires of its discerning customers.
