What: In a shift from pandemic necessity to strategic exploration, fashion and beauty brands are leveraging virtual stores as a hybrid of e-commerce and physical retail.

Why it is important: The goal is to attract and educate consumers, particularly Gen Z and millennials, ultimately driving brand equity and loyalty.

These virtual storefronts are designed to engage a younger audience with a gaming twist, recognizing the different approaches to shopping taken by consumers today. Brands like Bloomingdale’s, J.Crew, L’Occitane, and Laneige have introduced virtual stores featuring themed experiences such as ski slopes and chocolate wonderlands.

The success of these virtual stores is measured by factors such as time spent and social media mentions, with a focus on appealing to younger demographics. Gamification is a key strategy, with features like quizzes, treasure hunts, and mini-games boosting engagement and driving higher product click-through rates.

‘Gamified’ virtual stores target new generation of consumer