New Research Reveals Never Before Seen Insights on Virtual Reality From Russia

Greenlight VR works with Mercedes Benz Fashion Week Russia to study virtual reality in the fashion industry including the impact of first-time exposure among fashion-oriented consumers.
By: Greenlight GR
SAN FRANCISCO - May 3, 2016 - PRLog -- Greenlight VR, a leader in research services for the global virtual reality economy, has been selected by Mercedes Benz Fashion Week Russia to study the use of virtual reality in the fashion industry and measure the impact of first exposure among fashion-oriented consumers.

At the Mercedes Benz Fashion Week Russia in March 2016, 300 attendees received a branded Google Cardboard and were asked to participate in a special Virtual Reality booth. Attendees were solicited about their experience using a custom online survey.

The study conducted by Greenlight VR is one of the first large-scale qualitative research programs conducted with potential virtual reality early adopters in Eastern Europe. It's also one of the first studies performed with fashion-focused consumers. Greenlight VR will work with Mercedes Benz Fashion Week Russia to leverage Greenlight VR's expertise in conducting international VR-focused panel studies.

"The U.S. market for VR opportunity has been well studied by industry analysts, but little is known about how mainstream consumers across different regions will embrace these new technologies," says Clifton Dawson, President of Greenlight VR. "Understanding these dynamics, as well as value exchanged between brands and users trying virtual reality for the first time, is a responsibility Greenlight VR takes seriously, and so we are excited to partner with Mercedes Benz Fashion Week Russia on this project."

"In the Western World,  early adopters for VR come from the Gaming Industry. In Russia, the early adopter is the country's most prominent Lifestyle Influencers and Cultural Tastemakers, " says Craig Arend, Mercedes Benz Fashion Week Russia consultant and 360-video cinematographer.

For more information about this study and Greenlight VR's consumer research, preorder your copy of the 2016 Consumer Report at

About Greenlight VR

Greenlight VR is the industry leader in business intelligence for the virtual reality global market. By maintaining the most comprehensive dataset of information on companies and consumer behavior for the Virtual Realities™, Greenlight VR provides global technology companies, Fortune 500 brands, and innovative startups original research and services to make strategic decisions. Visit for more information and follow @GreenlightVR ( on Twitter.

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Page Updated Last on: May 03, 2016
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