Meanwhile, fully immersive VR is already being used by brands, as well, albeit primarily in a brick-and-mortar setting. At Tommy Hilfiger and Dior, shoppers can don VR headsets to watch 360-degree runway shows and even go behind-the-scenes with models. Meanwhile, AT&T has partnered with Samsung to offer a VR experience at 133 stores, using Samsung’s GearVR to send shoppers on a virtual Carnival Cruise.