TECHNOLOGY

Luxury fashion brand offers immersive experience—for online and store shoppers

BY Deena M. Amato-McCoy

Diane von Furstenberg is engaging shoppers with a new 3D shopping experience.

The luxury fashion company has teamed up with Salesforce to use the company’s cloud-based platform to develop and launch DVF 360, a digital experience that takes online and in-store shoppers on a virtual tour of the brand.

Introduced at New York Fashion Week in early September, the online version of DVF 360 virtually transports customers to DVF’s New York headquarters where they can browse the brand’s fall 2018 collection in 360 degrees, and also make purchases. Shoppers even get a behind-the-scenes view of the famous designer’s personal workspace, which includes a Swarovski designed staircase.

In DVF’s flagship location in New York City, iPad-outfitted store associates customers help guide customers through the virtual DVF 360 journey. If shoppers are interested in making a purchase, they can do so in-store or purchase an item via DVF 360 if it’s not available in the store.

“Since Diane von Furstenberg and the DVF brand have global recognition, we wanted to provide digital access to our DVF headquarters and invite consumers to experience the brand from the inside,” said Sandra Campos, CEO, Diane von Furstenberg. “We acknowledge that the future of shopping will blur the line between physical and digital, and we believe this innovative 360 experience will add excitement and connect us even further with our community.”

DVF has been working with Salesforce to improve its e-commerce journey since 2011. Over the years, the retailer has used the platform to further bridge the gap between online and in-store commerce, as well as personalize shopping experiences across every touchpoint using predictive product recommendations powered by Salesforce Einstein artificial intelligence (AI).

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