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Activewear brand Alo opens metaverse store

Alo is open for business in the metaverse.

Alo is launching an immersive digital version of its brick-and-mortar Alo Yoga stores that includes virtual reality (VR) components.

The direct-to-consumer activewear brand is working with metaverse platform Obsess to roll out the virtual store. The customer experience includes digital styling capabilities, streaming beauty and wellness tutorials, virtual workout classes that are typically accessible to paid subscribers of the Alo Moves fitness platform, and seamless checkout.

Customers can also virtually browse, learn about, and shop Alo merchandise, and build custom outfits to visualize how different products will look on them. Users can interact with the store environment via desktop, mobile, or the Meta Quest 2 VR headset.

“We are excited to partner with Obsess to launch the first Alo Yoga virtual store that our community can experience through the Meta Quest 2 VR headset,” said Angelic Vendette, VP & global head of marketing at Alo. “The immersive virtual store powered by the Obsess platform will help us reach and engage the Alo community wherever they are and allow us to share our spring launch, along with our core collection, in a 3D environment that feels unbelievably similar to shopping in one of our stores in real life.”

“Interactive shopping experiences incorporating VR are the future of e-commerce,” said Danny Harris, co-founder and Co-CEO of Alo Yoga. “They are an exciting new way for a visionary brand like ours to reach and engage our community while transporting them directly into our world.”

“Alo Yoga has a well-earned reputation as an innovative, mission-driven lifestyle brand and category leader,” said Neha Singh, founder and CEO of Obsess. “We are proud to partner with Alo to offer its customers a next-generation shopping experience that lets them engage with the brand and its products in exciting new ways.”

To visit the Alo Yoga immersive digital shopping experience, click here.

Introduced in 2007, Alo is a Los Angeles-based luxury activewear brand operating 34 stores and an e-commerce site.

Cosmetics brand Laura Mercier welcomes metaverse shoppers

Buxom is not the only direct-to-consumer brand active in the metaverse. Cosmetics brand Laura Mercier recently opened World of Beauty, its first virtually experiential e-commerce presence. Also working with metaverse platform Obsess, Laura Mercier is utilizing web-based virtual reality (VR) and augmented reality (AR) to offer an HD-quality, 3D and 360-degree metaverse experience.

The World of Beauty features three interactive virtual rooms, all designed with the brand's Parisian aesthetic in mind. The virtual store is unveiled to shoppers with a narrative from founder Laura Mercier, sharing background on her career and the brand.

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