My Virtual Model: From 3D Model to 2D/3D Dressing Room

Description

My Virtual Model: From 3D Model to 2D/3D Dressing Room: Abstract

My Virtual Model (MVM) is a company specialized in the development of 3D shopping environments (personalized virtual model, personalized home decorating, etc.) to facilitate online retail shopping.

In January 2008, in an effort to solve business development problems, MVM decided to develop and market a new application to enable clients, mainly retailers and clothing manufacturers, to offer an online shopping environment combining 2D images of clothing from the electronic catalogue and 3D apparel offered with MVM’s virtual model. This new application was called Visual Search.

The case is divided into two distinct parts. The first part focuses on the stages of market research that must be completed to take a concept and turn it into a commercializable product. The problem in the second part is more strategic and tactical, as it pertains to the launch of the new application and its commercialization strategy.

Multi-part case

• Part A
• Part B (only available with a Teaching license purchase/Enseignement par professeurs)

Additional information

Teaching notes are available for professors. Contact the HEC Montréal Case Centre.