Dive Brief:
- LVMH has expanded its partnership with Epic Games, the creator of Fortnite, to make immersive shopping experiences, which include virtual fitting rooms, fashion shows, product carousels, and other features, the company announced Wednesday.
- The partnership is a continuation of an already established relationship between the companies. Last year, LVMH’s house Bulgari started a metaverse experience called “Virtual Rome,” which was developed using Epic’s tech, and also launched Livi, a virtual ambassador for LVMH developed with Epic.
- The French luxury company said the extension of the relationship will help it tap into additional opportunities the technology presents, a strategy more fashion companies are exploring. Later this year, LVMH’s Louis Vuitton will present a digital show experience using Epic’s tools, allowing visitors to explore seven rooms in the decor of the 2023 Fall-Winter Men’s show.
Dive Insight:
The partnership will allow LVMH to use Epic tech like Unreal Engine, Reality Capture, Twinmotion and MetaHum, which the French luxury company said would help it reach “significant growth opportunities.”
“The partnership with Epic Games will accelerate our expertise in 3D tools and ecosystems, from the creation of new collections to ad campaigns and to our Maisons’ websites,” Toni Belloni, LVMH Group managing director, said in the release. “We will also engage more effectively with young generations who are very much at ease with these codes and uses.”
In the release, Bill Clifford, vice president of Unreal Engine at Epic said his company would work with LVMH’s designers to transform physical and digital product creation.
The LVMH partnership isn’t Epic’s first foray into the fashion space. Last month, Epic and digital fashion company CLO Virtual Fashion mutually invested in each other.
More fashion companies are experimenting with the metaverse as a tool to introduce new consumers to their products.
Luxury and streetwear brands alike have experimented with similar virtual experiences, including Gucci and Vans. The brands collaborated on a virtual scavenger hunt on Roblox earlier this year, as a bid to introduce younger consumers to Gucci.
Earlier this week, Puma expanded its metaverse efforts with a platform that allows shoppers to purchase NFTs to redeem for physical goods.
In some cases, metaverse fashion pieces have made it to mainstream retailers, including items from Forever 21 inspired by Roblox.
LVMH, whose portfolio includes Christian Dior, Fendi and Givenchy, saw a 17% increase in revenue during its most recent quarterly earnings, where it garnered $23.2 billion (21 billion euros). Though its revenues surged in Asia due to China’s reopening, financial results indicated it could experience a slowdown in the U.S.
