In an age of consumer-led fashion, channeling shoppers to share user-generated content creates unparalleled inclusivity for your brand. It’s a simple concept, but by creating a role for the consumer within these curated narratives, a new (and very engaging) relationship is forged. Such a personal journey relates beautifully to the nature of immersive tech, and this development of linear dialogue is already shifting the paradigm for fashion and beauty retail. Whilst the storytelling potential is staggering, the challenges are very real - and in terms of driving ROI, retailers must understand how to leverage the medium of Mixed Realities to their brand’s benefit.