In the post-pandemic era, the ways of doing business have been changed drastically. In particular, the retail and consumer goods sectors have been especially chaotic. This project aims to study how the latest AR and VR technology has emerged in the new retail ecosystem. Using immersive AR and VR technology, customers no longer need to visit physical stores to shop and buy the items they want. The project also discusses the potential OTO (Online to Offline, Offline to Online) business models that use the above-mentioned technology in the fast-fashion chains.
The background of this project is set for a new series of fashion items from 'O! Fashion', a Japanese fast-fashion chain. A comprehensive strategic marketing plan from online to offline will be proposed, including a promotional video, an Instagram AR filter, NFTs, posters, and a pop-up store design. When a customer buys an item in this series of products from a physical store, he/she will receive an activation code that can be used to create a virtual character on the campaign website. The clothing items of the virtual characters are all random at the start but can be modified by the customers according to the needs.