LVMH and Epic Games Team Up to Provide Immersive Virtual Experiences
LVMH Moet Hennessy Louis Vuitton SE, a high-end French goods company, has collaborated with Epic Games Inc., the developer of Fortnite, to attract customers through virtual fitting rooms and fashion shows.
LVMH will use Epic’s 3D creation tools to create immersive products and experiences, as well as new collections and advertising campaigns, according to a Wednesday announcement. For example, Epic’s Unreal Engine graphics platform can be used to create “digital twins” that allow customers to see how a physical product looks and behaves before it’s manufactured.
LVMH Group CEO Toni Belloni said Epic’s tools will also help the company “work more effectively with younger generations who are very comfortable with these codes and uses.”
Epic Chief Executive Officer Tim Sweeney has been one of the most ardent proponents of metaverses, designed as an immersive version of the Internet where people interact, play games or complete tasks as digital avatars. Epic’s Fortnite has quickly evolved from a popular multiplayer video game to an online space where people socialize and big musicians host virtual concerts. The company’s metaverse strategy also includes software tools that provide the building blocks for virtual design and digital advertising.
As Epic and rival Roblox Corp. build their versions of the metaverse, brands have bet on these virtual worlds where younger audiences congregate. Epic teamed up with Ferrari two years ago to bring a highly realistic version of the Ferrari 296 GTB to Fortnite, allowing players to tour their cartoonish world in style.
Meanwhile, Roblox has become a magnet for high-end fashion brands, including Ralph Lauren Corp., which will debut its first digital fashion line on the site in 2021. Tommy Hilfiger and Gucci are also present, and supermodel Karlie Kloss launched a virtual Roblox runway in 2022, along with five digital pop-ups store to promote her virtual clothes.
