VR in Vera Wang

How to Break into the Fashion Tech Industry with Style

When you break into fashion tech, you want to do it with style. That’s a given. After all, things done with style are much more appealing than those that are not. Don’t you agree?

It’s a known fact that a lot of start-ups fail. Roughly, only 10% will succeed. So if you want to be one of those and break into fashion tech with a bang, check out my top 3 tips.

How to Break into Fashion Tech with Style

Target the right market

If you’re not online, you’re not anywhere. Because, after all, that’s where anybody who’s anybody is nowadays. Online businesses have a low overhead and a high return, so what have you really got to lose? Nothing. You need to ensure that your business is targeting the right places and people online. Cater your content to your specific audience. Anything that’s too broad or too irrelevant is not going to capture anyone but the trolls.

“Know your audience, know your consumer base, and who it is you want to reach.” ― Valiesha Butterfield Jones

Get proper access

You need to know who you’re trying to access and how you’re going to get to them. This sounds a little bit creepy, but I promise, it’s necessary. If you don’t have access to your customers, your business literally cannot survive.

“Always consider who you’re learning from. Don’t listen to people who are not experiencing the success you want.” ― Ehab Atalla

Build your foundation

And no, I don’t just mean the one on your face. Which, actually, is also another important step for breaking into any business. But that’s another story. Engage with your audience in a meaningful (and stylish) way. Maybe you’re personally reaching out or using enticing images and content to draw people to your business. Whatever it is, engagement is key for building your foundation.

“The cheapest route to a new opportunity is conversation.” ― Mario L Castellanos

Feature image courtesy of Business of Fashion.

Be Relax Launches VR Technology for Customers at Dubai Airport Spas

Be Relax Spa launches VR technology at Dubai Airport spas for massage customers. Anyone getting a massage can attest to the fact that it’s a wonderfully relaxing experience. Now, add in 360 degree views of new horizons from a hot air balloon or watching dolphins splashing through the ocean. Not your typical massage, but that’s what you can now get at Be Relax Spa.

Travellers passing through Dubai Airport will be able to immerse themselves in a new journey – before their real journey begins. Want to walk with elephants before your flight? You can.

“Developing new ways to relax has always been at the heart of Be Relax’s mission,” said Alexandre Antuszewicz, Be Relax head of Marketing & Sales and Partner. “Airports can be stressful and boring sometimes. As a result, alongside Dubai International Airport, we have been exploring solutions to make passengers have an unforgettable airport experience.”

By combining an out-of-world VR experience with a massage, passengers are able to disconnect from the airport. Which, as we know, can be a stressful environment. According to the company, it helps encourage wellness on-the-fly.

“We are convinced that VR combined with massage is an amazing wellness experience.” – Be Relax Spa

Currently, the VR adventure is free for customers who purchase the “Be Feet” foot massage. These massages are available at all the Be Relax Spa locations, post-security. This is definitely an experience passengers will remember forever.

For more thrill-seeking adventures in Dubai, check out what to do in this luxurious city!

Feature image courtesy of DFNI Online.

Estee Lauder Launches New Augmented Reality Lipstick Advisor with ModiFace

Worried that your lipstick might not be the right colour for you? Well, worry no more! This month, Estee Lauder launched an augmented reality lipstick advisor to help you find your perfect shade. The new AR tech is in collaboration with ModiFace – a Toronto-based company creating tech for beauty brands.

“We see augmented reality as an essential layer of interaction between beauty customers and brands. Estée Lauder is among the leaders in embracing the notion of AR being used everywhere,” says Parham Aarabi, founder and chief executive of ModiFace.

Presently, lipstick lovers can use this tech on Facebook Messenger. The chatbot allows users to virtually try on shades from Estée Lauder’s Pure Colour lipsticks.

Estee Lauder’s Augmented Reality Lipstick Advisor with ModiFace

The augmented reality lipstick advisor allows users a few different functions. First, you can try on different shades of lipstick you might be hesitant to try in a store. All those sales associates staring at you? No, thanks. Second, there’s a quiz you can take to properly decide on your ideal shade, considering your colour and finish preferences.

Finally, users can find shades based on an objects’ colour. So if you want to find the perfect shade to match your watermelon-hued pumps? You can!

Augmented Reality Lipstick by Estee Lauder Modiface | VR in Vera Wang Fashion Tech Blog by Melina Morry — Photo: ModiFace Facebook

The partnership is a continuation of one that the two companies started earlier this year. Working with beauty tech is part of Estee Lauder’s commitment to meeting consumer needs by creating helpful technology.

“One of the key pillars of our partnership with ModiFace is the application of AR and AI across all platforms where customers interact with our brand,” said Stephane de La Faverie, global brand president of Estée Lauder, in a statement. “Messaging applications such as Facebook Messenger are the perfect platform for consumers to search, explore, try-on, and ideally purchase Estée Lauder products.”

I want to know, will you guys try this out?! One of Estee Lauder’s biggest deals (acquiring Too Faced in 2016) was meant to excite Millennials about the brand. Personally, I’ve always been a fan of Estee Lauder. Especially since they scored Kendall Jenner for their campaigns! Well, before her avalanche of scandals.

All photos courtesy of ModiFace.

GivLuv: Primacy's New Virtual Reality Charity | VR in Vera Wang Fashion Tech Blog by Melina Morry

GivLuv: Virtual Reality’s First Platform for Giving Back

GivLuv, a fundraising platform in VR from Primacy, is the first of its kind. Imagine taking all the hassle out of finding a charity, being able to hear a genuine, heartfelt story and then with the click of a button (or two) make your donation? Well, now you can. With GivLuv, it’s never been easier to donate.

I experienced GivLuv for the first time at Virtual Reality Toronto. As soon as I heard about this platform, I was intrigued. A simpler way to support charities of my choice? Sign me up! One of the reasons behind Primacy’s platform is to take away any inconvenience factors from donating. People sometimes say that they’re going to make a donation but then get busy with everyday life – and forget.

“Too often, people pledge to donate to good causes and charities but don’t follow through,” says Melissa Tait, Senior Vice President of Technology at Primacy. “We developed GivLuv to significantly change that.”

Trying out @theprimacy’s new passion project, #GivLuv at @vrtoronto ♥️ You get to watch stories from charities in virtual reality and make your donations straight from your headset. It’s too easy 💁🏻 #VRTO2017 #VRToronto

A post shared by VR in Vera Wang (@vrinverawang) on Jun 25, 2017 at 6:31pm PDT

But this isn’t ‘just another charity’ app. There’s actually an entire science that goes behind it. Ever heard of virtual reality being referred to as an “empathy machine“? That’s because VR has the power to trigger mirror neurons in your brain. Which, essentially means you’re able to really feel what it’s like to walk in someone else’s shoes.

“Traditionally, VR has been a one-way consumer platform without much interactivity. With GivLuv, users not only consume content but they’re also empowered to act on the feelings generated within VR,” said Justin Lutz, Lead Innovation Technologist at Primacy.

This new way of donating encourages you to develop a connection with the charity. It allows you to experience a story, feel someone’s pain and hear their struggles. Right now, the GivLuv pilot partners are 3,000 Miles to a Cure and The Boys & Girls Club of Hartford – with more to come.

It really is too easy to donate. At any time during the 360-degree video you’re watching in your headset, you can pause, click, donate and there you have it. Done. Another cool aspect of the platform is that once you’ve set up your payment method, you can use it across all charities. A one-time set up and you’re good to go! The experience of giving really is seamless, with far less friction than you’re used to with other platforms.

“In a time where there doesn’t seem to be enough love to go around, GivLuv can put your good vibes to good use for a good cause.” – Primacy

Currently, Primacy’s new dimension of giving will be available to Gear VR users, with plans to expand to Google Daydream. For more information, check out their website here.

Melina Morry of Fashion Tech Blog VR in Vera Wang at the grand opening of VR Playin in Toronto

VR Playin Grand Opening Party – My First Experience in Virtual Reality

Recently I had the pleasure of attending the grand opening of VR Playin in Toronto. It’s one of the latest virtual reality arcades to pop-up in the downtown core. And it was also my first real experience in VR. Which to be honest, was pretty embarrassing.

First of all, VR Playin boasts a modern virtual reality centre that welcomes everyone regardless of age or prior experience. I was pretty happy about that since my prior experience consisted of watching one or two 360° videos in a VR headset. Which, when it comes down to it, isn’t very good preparation.

My First Experience at VR Playin Toronto

I was terrified at first. One of my biggest hangups with virtual reality is not knowing what’s going on around me in the real world. Especially in an arcade full of people! The first time I put on the headset and grabbed the controls, I had a mini panic attack. Like, ripping everything off and having the blood drain from my face kind of panic attack.

It’s official, I’m a huge nerd 🤓 Got to try actual VR games (not the 360 videos I’ve tried before) at @vr_playin w/ @andreopiats! Watch until the end, I got 2 for 2 of those little guys. Woo! (Also have a newfound love for archery) #vrplayinto #vr #virtualreality 🎮🏹👾 @vrinverawang

A post shared by MELINA MORRY (@ladylikeleopard) on Jun 15, 2017 at 9:14am PDT

After a quick breath of fresh air outside (and a 2nd glass of wine) I was good to try again. Seriously guys, it really freaked me out at first. But you know I’m not one to let a little fear get in my way. So, on the headset went again and into the virtual world I travelled. This time to protect my castle from angry stickmen!

Once I got the hang of it, I had a lot of fun. I can honestly say that I’m looking forward to my next venture into virtual reality. And those who know me know that’s not something I’d usually say.

But as the world advances, industries merge and what wouldn’t have normally gone together in the past is coming together in full force now. Think about fashion and virtual reality. Did you know that Dior created their very own headset? I mean, that was a while ago but still. Even Pharrell is singing about virtual reality now!

Had a blast at the launch of @vr_playin! Thanks for having me 👾 #virtualreality #vr #vrplayinto @htcvive

A post shared by VR in Vera Wang (@vrinverawang) on Jun 19, 2017 at 6:00pm PDT

So, in the end, I’d give VR Playin two virtual thumbs up. They’ve created a space that’s welcoming for beginners (and kids) and eases you into another world. They have 18 VR gaming stations and an extensive variety of games to choose from – no matter what your interest is.

Stations range from $29 to $39 per hour, depending on the time of day. You can even host an event there for up to 60 people! For more info on how to book, check out their site here.

Thanks for having me to your grand opening, guys! I had a blast.

VR in Vera Wang: Fashion Tech Blog by Melina Morry

Welome to VR in Vera Wang – Your Stylish Source for Fashion Tech

Hello! And welcome to my brand new fashion tech blog, VR in Vera Wang. I’m so excited to be heading on this journey into the fascinating world of wearable tech, virtual reality and fashion!

Actually, that’s exactly what I’ve been so far: fascinated. Deciding to start this blog was a crazy decision but the more I learn, the more I love it. Not to be cheesy, but my eyes have been opened (really wide) to an industry I never thought to care much about. Until now.

The story behind VR in Vera Wang

I’ve been working in the media industry for the past 7 years with a focus mainly on fashion (minus the tech part), travel, celebs and miscellaneous lifestyle topics. But I’m always looking to broaden my horizons and fashion tech seemed like the way to go. Plus, with a boyfriend also in tech it was kind of hard to avoid.

I’ll admit, the whole tech industry seemed a little intimidating to me at first. And a lot of people I’ve spoken to feel the same way. That’s one of my main goals behind VR in Vera Wang – to make fashion tech more approachable. I want to bring a fun, engaging and stylish element to what I do and hope to recruit a few more fashion tech lovers along the way!

My goal is to play VR in outrageously stylish outfits, hit up as many virtual reality arcades as possible, chat with the innovators of the industry and have a mesmerizingly great time while I’m at it. Sound good? I think so.

Anyways, thanks for coming on this journey with me! I hope you enjoy.