As the highest-returning sector for almost 2 decades, the Fashion industry has been outperforming the tech, healthcare, and consumer staples industries. With the introduction of AR, the industry is predicted to soar to heights like never before. Immersive animated designs introduced in the retail stores, to revolutionary virtual experiences for customers right from the comfort of their homes, top brands from the fashion industry are engaging with customers with AR led innovation.
Studies by McKinsey show that there has been a positive change in the extent of online shopping, especially for the high-earning new generation. And overall consumers are increasingly favoring brands that integrate AR into their shopping experiences.
How Is The Trend Of AR-Shopping Being Absorbed?
“At some point, we’re going to look back and think, how did we not have a digital layer on the physical world,” says the Director of VR and AR at Google – Greg Jones.
Augmented reality in the fashion industry is immersive. Even the right kind of technology can fail to reach its highest potential if the audience is not ready for it. And that brings us to the question of – How is the trend of AR-shopping being absorbed? Customer absorption of these trends is not only a key factor but a driving force to understand the future of the fashion industry.
Moving into the utility and functionality of AR in the fashion industry –is indeed one of the most revolutionary trends to have come about. It “…enables trust and transparency…” within the customers as they can visually view real-time fashion products. The need for imagining how a product will look is gone because customers can virtually view the product themselves.
Furthermore, AR boosts the value of the brand. Brands can use AR to showcase their brand story in an engaging and immersive manner.
Successful Experimentation Of Immersive AR By Brands
“Augmented reality is going to change the way that the fashion industry creates, showcases, and retails its products. The year ahead will see an explosion in opportunities for this immersive technology to totally redefine what we understand as fashion today”, says Matthew Drinkwater, Head of the Fashion Innovation Agency.
Big fashion brands have gotten their hands dirty with AR-integrated shopping. The first few brands being GAP Inc., Sephora, and Home Depot.
Shopping With A Virtual Avatar – GAP Inc.
GAP Inc. introduced AR-shopping for its customers through a Google Tango-validated device. Through the Dressing Room application users had the opportunity to personalize virtual avatar-based off themselves. This allowed customers to virtually try pieces of clothing without even getting up from their couches! Customers could make decisions of how the apparel would look on their bodies and make the best decision for themselves.
Gap’s Augmented Reality App Could Make Fitting Rooms Obsolete
Revolutionizing makeover experiences – Sephora
Sephora partners with ModiFace to release a Virtual Artist application to help customers virtually try on makeup and find the best combination. As per research from Deloitte Insights, Sephora’s Virtual Artist app witnessed over”…over 200 million shades tried on during the more than 8.5 million visits…”. Being a pioneer in the AR apps realm, it provided Sephora with the opportunity to leverage technology to mirror a makeover experience from its customer’s own devices.
DIY Technology For E-Commerce – NexTech
Further innovating within the AR Fashion industry, NexTech launched a Try-It-On technology solution for eCommerce businesses. NexTech’s Try-It-On technology is web-based. Having web-based AR technology is an even bigger game-changer because NexTech can continuously make changes in the software code and provided custom and enhanced shopping experiences from time to time. Therefore, retail companies do not need to seat out app-only resolutions for customers, but they can instead purchase NexTech’s AR technology at minimal monthly subscription fees.
The Try-It-On technology allows customers to virtually try accessories from sunglasses, jewelry, headwear, and all that goes above the shoulder. With this technology eCommerce stores can eliminate the customer’s need for physical fitting rooms, as they can virtually try products.
Where does your business stand with AR?