US: J.Crew launches a virtual store - Are its customers big on virtual reality?

American apparel and accessories retailer J.Crew has launched a virtual store to celebrate the brand’s 40th anniversary. The store (offered in collaboration with experiential e-commerce platform Obsess) is styled as a beach home with each room displaying the brand’s items and images from J.Crew’s catalogs.

We explore YouGov data to see what J.Crew’s current customers have to say about augmented reality (AR) and virtual reality (VR).

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 67% of the retailer’s customers agree with the statement that “augmented and/or virtual reality allows people to experience products and services before they buy them.” By comparison, the general US population is less likely (54%) than J.Crew’s customers to share this sentiment.

However, 45% of J.Crew’s customers and 37% of the general US population say they “don’t see any practical applications for augmented and/or virtual reality.”

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by John Schnobrich on Unsplash