VR typologies, forms and applications in luxury brands
| Typology | Forms | Devices | VR applications in luxury brands |
|---|---|---|---|
| Automated virtual environments (AVEs) | Cave automatic virtual environments (CAVEs) | A cube-shaped VR room, multiple projectors and loudspeakers | None |
| Head-mounted displays (HMDs) | VR headset and data glove | Dior: runway show (Jung et al., 2021). Prada: VR shopping (Prada, 2020) | |
| Simulations | VR hardware-based simulations | Screen and high-definition projector | Louis Vuitton: customized 3D luggage (Altarteer and Charissis, 2019) |
| VR software-based simulations | Mobile devices (laptops and phones) | Dior: virtual online boutique that simulates a physical store (Duval, 2020) | |
| Virtual worlds (VWs) | Social virtual worlds (SVWs) | Mobile devices (laptops and phones) and game consoles (e.g. PlayStation 5 and Nintendo Switch) | Gucci and Bulgari: collaboration with ZEPETO, a social media platform (Ryde, 2022) |
| Gaming virtual worlds (GVWs) | Louis Vuitton: game app (Wu, 2021) Burberry: collaboration with the video game Honor of Kings (Langer, 2021) |
| Typology | Forms | Devices | VR applications in luxury brands |
|---|---|---|---|
| Automated virtual environments (AVEs) | Cave automatic virtual environments (CAVEs) | A cube-shaped VR room, multiple projectors and loudspeakers | None |
| Head-mounted displays (HMDs) | VR headset and data glove | Dior: runway show ( | |
| Simulations | VR hardware-based simulations | Screen and high-definition projector | Louis Vuitton: customized 3D luggage ( |
| VR software-based simulations | Mobile devices (laptops and phones) | Dior: virtual online boutique that simulates a physical store ( | |
| Virtual worlds (VWs) | Social virtual worlds (SVWs) | Mobile devices (laptops and phones) and game consoles (e.g. PlayStation 5 and Nintendo Switch) | Gucci and Bulgari: collaboration with ZEPETO, a social media platform (Ryde, 2022) |
| Gaming virtual worlds (GVWs) | Louis Vuitton: game app ( |
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