LONDON — Mytheresa and Moncler have gotten additional inventive in a bid to create momentum across the Italian model’s males’s and girls’s put on new season collections.
As an alternative of merely dropping the product on Mytheresa’s “new in” part, the retailer has labored with Moncler on a 360-degree digital pop-up purchasing expertise that takes prospects on a digital tour of Austria’s Timmelsjoch Museum.
Digital guests can see contained in the museum — a large steel construction constructed on North Tyrolean floor — and uncover the brand new Moncler assortment, which is hanging — just about — inside.
There are an array of options, from movies of the museum’s distinctive alpine location to details about particular person merchandise from the brand new winter assortment, which will be bought straight from the net museum-cum-store.
“We’re all the time on the lookout for methods to encourage our distinctive buyer base and felt that just about experiencing Moncler items in an interesting location within the Alps makes for a robust orchestration. Digital actuality is an effective way to contextualize wonderful merchandise,” mentioned Michael Kliger, the retailer’s chief govt officer.
“The final months have demonstrated the ability of digital and digital actuality as one solution to increase the expertise of purchasing on-line. It isn’t simply (about making) on-line purchasing extra environment friendly, however extra experiential and entertaining, too. That is key for luxurious purchasing.”
The vary contains two unique merchandise, the Cuvellier jacket and Cotonniere coat, constructing on an ongoing partnership between the 2 companions. The retailer has additionally not too long ago debuted a Moncler Technology capsule throughout males’s, ladies’s and kids put on.
Mytheresa’s focus is on timeless items and main model names. Its new way of life classes, comparable to ski, have been a part of its success recipe within the final 12 months.
“We deal with prospects who construct wardrobes, who purchase a number of occasions a season. We launched skiwear as a result of we found that this can be a pastime of our buyer base. We work very intimately with them, and we have now concepts like Moncler Technology. These efforts proceed to drive our enterprise and get our prospects excited,” mentioned Kliger, throughout a trading update earlier this 12 months.
https://wwd.com/fashion-news/fashion-scoops/mytheresa-debuts-virtual-pop-up-with-moncler-1234977933/ | Mytheresa Debuts Digital Pop-up With Moncler – WWD