Fashion merchandising and marketing are changing rapidly with the advent of emerging new technologies in display and product design and development. The Fashion Research Institute examines and explores new ways of displaying apparel through its celebrated fashion installations in Second Life©. These installations are unique in allowing members of the audience to interact with the models presenting the products, which enables immersion from the audience with the fashion.
The degree of immersion leads to increased sales from the audience, who are also encouraged to 'see themselves' in the products by being encouraged to join the show. Unlike in traditional static merchandising displays, which do not encourage potential purchasers to experience the product, these fashion installations draw the audience in, and have a high conversion rate for the designers.
Unlike traditional runway shows, which are expensive and time consuming to produce, static immersive fashion installations are low risk, but high reward, and can be quickly developed and presented to great effect.