Rethinking Retail : Apple Vision Pro

Dear Modern Thinker,

I’d like to start with a Fun Fact : when I wrote my master dissertation, my partner and I focused on the future of luxury ecommerce by looking into… China!

One of our expert interviewees mentioned this:

This quote still rings in the back of my mind.

Because it’s a fact.

China has been ahead of the curve, with Europe not even coming close to what retail experiences could look like.

If you think that scanning a QR code in a restaurant is innovative, try making a purchase with AR glasses on (hands-free!).

And that last part, dear Modern Thinkers, is what we are diving into today:

shopping with AR glasses on and if it’s more sustainable than the wasteful status quo.

As you don’t live under a rock, you know that Apple’s Vision Pro is taking the world by storm. Everyone seems to be talking about it.

Yes, it comes with a hefty price tag, but here’s where it’s going to change the game for us eco-conscious shoppers.

Wasteful department stores

Have you ever thought about how wasteful physical stores are?

I used to work in a fashion boutique (way back when, i.e. I had no clue what sustainability was about).

There, stock would come in every week, for us shop assistants to display in the shop as well as replenish the storage room.

When certain styles did not sell (out), one tactic would of course be to just discount the items.

There are outlets where brands send their unsold retail stock to for it to get a final change of getting sold to customers.

But what if customers can’t be bothered to purchase the products when the items are on sale?

As a result, unsold stock has no home to go to.

Sadly, what I know today, this unsold stock ends up in landfills.

So what if technology can prevent this from happening?

Hear me out.

Imagine yourself at home with Apple’s Vision Pro goggles on.

You are now immersed in a virtual experience in which your mind wanders into a physical store.

There, you spot various styles and one stands out to you. If you were there physically you would pick it up and take it to a fitting room. Or have the shop assistant bring it there for you.

A virtual alternative

Now, your avatar - your digital twin - is in the lead.

As you select the product, your avatar tries it on. This gives you an idea of whether it feels like your vibe, or not.

Now let’s go with the scenario where in the physical reality you would but it back and walk out of the store.

However, in this immersive experience - a virtual world - the item was just digitally available for now. It would not go to landfills if no one ends up buying it.

Do you see how virtual retail experiences - such as what Apple’s Vision Pro can facilitate - prevent landfill waste in this fashion (pun intended)?

Hence, I would conclude that yes these glasses come at a serious price tag - hopefully more affordable options will become available - but the benefits for a path towards decarbonization of retail is a winning argument for me, at least.

The status quo is unsustainable.

STAY MODERN.

Marije