Louis Vuitton launches on Discord. Plus, Dr. Barbara Sturm launches hybrid digital wellness experience
The retail industry has seen a surge in immersive experiences this year, with brands embracing augmented reality and virtual reality to attract and engage consumers. One such brand is luxury skincare label Dr. Barbara Sturm, which has partnered with VR destination xyrdrobe to offer a new virtual reality experience. However, it remains to be seen whether consumers will embrace the brand’s ambitious foray into the digital realm.
In other news, Louis Vuitton is making its mark in the digital space by expanding to the social chat room platform Discord. The luxury fashion house will host various threads related to gaming, Web3, virtual reality, technology, and esports, along with exclusive content. While some may question the purpose of Louis Vuitton’s presence on Discord, the brand is not aiming to reach a mass audience, but rather to connect with Web3-natives and establish itself as a competitor to Gucci in the Web3 space.
Meanwhile, fashion platform RSTLSS has collaborated with pop culture icon Paris Hilton to launch a new digital pets ecosystem called MareBears. This collection of pocket-sized creatures, inspired by the classic Care Bears franchise, exists as interactive digital pets on the blockchain and in-app. The concept of digital pets is gaining traction, as more consumers seek to reconnect with their youth through innovative toy IPs. RSTLSS’s collaboration with Paris Hilton offers a luxurious twist on this trend, catering to the “kidult” demographic.
The skincare industry has always been known for its innovation, and Dr. Barbara Sturm is no exception. By offering a virtual reality experience that combines multisensory wellness activities and treatments, the brand aims to differentiate itself from competitors who have opted for screen-only immersive experiences. However, as skepticism around Web3 technology persists, it remains to be seen whether consumers will embrace Dr. Barbara Sturm’s digital ambitions.
Overall, the retail industry is witnessing a surge in immersive experiences as brands seek to tap into the increasingly digital world. Whether it’s luxury brands like Louis Vuitton expanding to Discord or skincare labels like Dr. Barbara Sturm launching virtual reality experiences, these brands are looking to engage consumers in new and innovative ways. As the digital landscape continues to evolve, it will be interesting to see how these immersive experiences shape the future of retail.
