UK – Shoppers can explore the Fred Perry and Raf Simons collection on anonymous models in a virtual suburb.
For the British fashion label’s latest collaboration with Belgian designer Raf Simons, it has created a digital store that mimics Google Street View. The map depicts an unspecified suburb in which anonymous individuals wear pieces from the collection. Shoppers are invited to stroll through the streets to encounter and buy pieces from the collection.
While exploring the shoppable map, customers can also discover a series of micro-narratives and hidden clues as they delve deeper into the town and its cast of characters.
Fred Perry is experimenting with new ways to elevate the e-commerce experience, transforming the path to purchase into a game that requires time and attention. For more, read our microtrend Digital Store Fronts.