Wednesday, February 24, 2021

Street Fashion on Street View

European fashion retailer Zalando has launched a new and unique online shopping experience. With its new Street It All campaign Zalando allows customers to view and buy street fashions directly from a Google Map.

Using the Street It All interactive Google Map you can explore custom street views shot in four different Spanish cities. Click on the map markers in Barcelona, Madrid, Malaga and Valencia and you can view custom shot 360 degree panoramic images captured by Zalando. In these custom Street View scenes you will find models wearing Zalando's street fashions. 

If you like any of the clothes being modeled in these street scenes you can click on the featured item and buy the item directly from the map.


Of course when I say this is a 'unique' online shopping experience I am stretching the truth a little. Very little online is truly original and Zalando's Street View campaign is very similar to a campaign launched two years ago by Fred Perry and Raf Simons.

In 2019 Fred Perry and Raf Simons released their own virtual reality shopping experience. Fred Perry x Raf Simons is a custom Street View tour which you can navigate around just like you can move around in Google Maps Street View. However, unlike on Google Maps, on these virtual panoramas you can click on the people and buy their clothes.

All the models that appear in Fred Perry x Raf Simons are interactive. Click on a model and you can browse the clothes that they are wearing and even click through to buy an item on the Fred Perry online store. As on Google Maps all the models have their faces blurred. Some of the items of clothing are also blurred. This means that the item is not yet available to be purchased on the online store.

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