Virtual Stores Picking up Steam Amid Pandemic

Virtual reality stores aren’t new, but more and more brands seem to be experimenting with the idea as the global pandemic puts pressure on physical retail environments. While I appreciate the experiential nature of VR and it’s ability to bring a more engaging experience than a flat e-commerce website, there are certain products - and certain types of people - who I believe will always want to touch and feel a product before making a decision. Free and easy return policies may help to alleviate some of that but it also stresses margins that are likely already quite thin in some cases.

This Wall Street Journal piece (subscription may be required) covers off on virtual stores from Ralph Lauren, Charlotte Tilbury Beauty Ltd., Gap and more.