Wednesday, May 12, 2010

A Step Closer to Virtual Shopping

One of the reasons that luxury brands  have been slow to embrace the internet is the difficultly of conveying the quality of a product on an e-commerce site. This is a challenge not limited to websites selling luxury goods, but for e-tailers in general. Although zooms and multiple views have been able to provide a better sense of what a product actually looks like, there is still a kind of virtual glass window between shoppers and online merchandise.

Video has been the next step in creating a richer e-commerce shopping experience and the full-screen videos on Dolce & Gabbana's Fall 2010 handbags microsite with extreme close-ups of each bag in 360 degrees, are the best I have seen so far. The videos are not just visually mesmerizing, but somehow also provide the experience of having gone into a store and picking up one of these handbags (with the exception of not feeling the material). An example is above, but I recommend going to the Dolce & Gabbana website if you would like to see what's next in online shopping. 3D and sensory technology for e-commerce seem a distant future, but these videos definitely bring online shopping one step closer.

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