With its clunky headsets and project names like Oculus and Morpheus, virtual reality has so far been the realm of hard-core gamers and other early adopters of cutting-edge tech.

Now, retailers are jumping for a piece of VR’s promise to immerse its users in virtual 3-D video. (The industry even has a new term for selling through virtual reality: v-commerce.)

Tommy Hilfiger became the first major retailer to make virtual reality a fixture in its stores this week, offering its shoppers a virtual trip, via a Samsung GearVR headset, to the label’s fall fashion show in New York this year.