Augmented Reality in Fashion
Augmented Reality in Fashion
Augmented Reality is technology or methods to present relevant digital information in the context of the physical environment. It uses an AR device for the virtual to interact with real-life objects to create intended meaning.
Key Takeaways
The Fashion industry is revolutionising using augmented reality.
The benefits of AR in fashion are rich customer experience, increased revenue, enhanced marketing campaigns, and many more.
Brands are implementing AR through virtual try-on, virtual tailors, social media AR filters, NFT fashion collections, etc.
Lack of development standards and App design, privacy, and security are key challenges in adopting this technology.
Background
When it comes to adopting new technology and developing innovative strategies, the fashion and beauty industries are always at the forefront. Since augmented reality has been introduced to the world, fashion brands have started using this powerful tool. It has helped businesses improve marketing campaigns and consumer engagement, thus increasing revenue.
“The [retail] is a sector where AR is revolutionising the way we shop by bridging the gap between digital and physical worlds. A radical store re-invention will offer retailers new ways to increase convenience and personalisation, and consumers the opportunity to experience re-envisioned shops.” - Muchaneta Kapfunde.
This change is possible only because of the love and excitement consumers have shown toward AR transforming Fashion brands. Greg Jones, director of VR and AR at Google, has stated that 61% of users prefer and want to shop from brands that offer AR.
The benefits of Augmented reality are not just limited to online stores, but through features like virtual showrooms and AR mirrors, it has also reached in-store shoppers. Augmented reality is an exciting way to enhance customers’ shopping experience and pave the way toward digital advancement.
“Augmented Reality is completely changing industries. The ability to visualise fashion and beauty products in real-time demonstrates how it’s possible to leverage AR to make a retail experience more engaging and interactive.” - Jordan Yim.
How does Augmented Reality work?
The oldest and most common method in AR is Market-Based Augmented Reality. AR application using this method identifies known images and tracks their boundaries in the camera input. The image could be any real-life object such as a company logo, protected sticker, etc. Aligning the 3D objects with the tracked image creates an illusion that the object is actually on top of that image in real-time.
Other methods like AR business cards and AR face filters use technology similar to marker-based AR. The difference is that these methods use the face as a marker-based point. For these methods, mobile or tablets are used as AR devices.
AR uses complex computer vision algorithms to create an illusion and differential between the physical and digital worlds. Following are some of the core features of the AR technology:
Simultaneous localisation and mapping is a robot that creates a real-time visual map of its surroundings and keeps updating it.
Camera and depth tracking sensor that collects information of surroundings to create 3D models with respect to real-time objects.
The Processing power of an AR device enables a device to measure speed, direction, angles, and orientation.
Miniature projectors place 3D holographic images with respect to a real-world environment.
Virtual Mirrors use artificial and natural light reflection to create an illusion and enhance image alignment.
Augmented reality and virtual reality in fashion: What’s the difference?
Augmented reality and virtual reality are two terms which are often used interchangeably. The fashion industry uses both techniques to increase its sales and customer satisfaction.
Virtual Reality: It allows customers to fully immerse themselves in the virtual world, replacing the real-world environment. VR devices like headsets provide vision, hearing, or other senses to a person.
Augmented Reality: AR, on the contrary, puts real-world objects into the overlay of virtual settings. Augmented reality in fashion is about allowing shoppers to try products before purchasing.
Advantages of using augmented reality in Fashion
For Businesses
Customer Experience
When it comes to fashion, the customer is the king, and a great customer experience is what builds the brand. Augmented reality in Fashion provides a rich and immersive customer experience. Customers resort to brand loyalty when they experience great products and customer service. AR can be a significant factor in purchasing a product as it allows customers to experience it firsthand. Through AR, customers can check if the product will fit perfectly for their body type, style, etc.
Increase in Revenue
Businesses can benefit from increased revenue.
Customers tend to buy products they try on 80% more which in turn means more revenue for the company. AR can be a powerful tool for brands to educate customers about what they offer beyond just attractive packaging and labels. Various companies have implemented this feature not only in their online stores but in offline shops as well.
Reduces returns
Not meeting customers’ expectations is one of the main reasons for product returns. When people experience products before purchasing them, they are significantly less likely to return them. They will get what they have tried and imagined it would be. As a result, it increases brand profitability.
Environmental benefits
Fashion brands are adopting a sustainable approach using augmented reality. Creating a digital clothing line meets every buyer's needs along with reducing damage to the environment.
Gain customer insight
Augmented reality can help businesses gain the following valuable customer insights:
Most popular products or designs
Least popular products or designs
Time is taken by customers before purchasing the product
Features most liked by customers
New features customers what to experience
This information helps brands improve their services and products to increase sales and customer satisfaction.
Go Viral
People share what they like. When a brand gives a rich experience to its customers, they are most likely to share it with their friends and family. AR will help you gain a large audience through sharing and the potential to go viral.
Stand out from the Competition
Brands will have the competitive advantage in using augmented reality as the number of audiences expect this feature is growing day by day.
For Customer
Boosts buyer confidence
The more confidence customers have in the products, the more they will purchase them. Around 47% of customers are willing to pay extra for the products they are confident in and can customise according to their personal choice.
Try before you buy
According to a Google consumer survey, 66% of consumers are interested in brands using AR for shopping. Augmented reality enhances the shopping experience for consumers by providing opportunities like a try before you buy, virtual trial room, see my fit, etc.
Look Fashionable in a digital Environment
The growing trend of looking fashionable in the digital environment has been made possible through AR. It allows people to change and create their digital persona in virtual spaces like Fortnite and Animal Crossing. You will have the power to customise your avatar according to your liking and tailor your looks to what best suits you.
Reality Features
Tech-savvy customers love the new digital era in Fashion. AR provides virtual catwalks, virtual try-on, etc., to revolutionise the whole shopping habits.
How Brands are implementing AR in Fashion
Different brands have adopted unique ways to implement augmented reality to create a magical customer experience.
Virtual Try-on Experience
Brands like Sephora have adopted a virtual try-on experience, and their customers have loved it. Buyers can upload their pictures using the “Try-On” feature which allows them to try on different clothing, accessories, or makeup products. Customers can use their phone or tabs to use the feature and choose what they like. Another company that has been successful in using AR is the online luxury shop FarFetch in collaboration with the brand off-White. The shop allows shoppers to try on jackets using 3D and stimulation technologies. AR app implemented by French sportswear brand Lacoste will enable shoppers to try on various shoes virtually. The 3D product scanning and augmented reality have made customers experience in-store shoes trying and checking if it suits them or not.
Sell Collections as NFTs
You must have heard about luxury brand Dolce & Gabbana selling their collection of luxury fashion NFTs for around 6 million. Virtual clothing and NFTs are becoming very popular and increasing their customer base day by day. Brands like DressX have been successfully selling their virtual clothes as a standalone product.
Virtual Tailors
The virtual tailor feature of augmented reality in fashion solves one of the big reasons for returns. Most brands follow different size charts, and sometimes it becomes difficult for customers to decide which size suits best for them until they receive the physical product. Hugo Boss and Superdry have implemented a virtual tailoring feature that allows shoppers to check if the size fits them perfectly or not. Brands can take inspiration from Nike as well, which has to combine virtual tailoring with try-on features to provide a rich shopping experience.
Social Media AR filters
Social media is everywhere, and brands use it to connect with their customers. PE Nation, an Australian brand, has adopted a social media AR filter feature to please its customers. It lets the buyer try the product and see if it looks good or not.
Gamification and Avatars
Gamification and virtual avatars are setting new trends in Fashion. Using AF, brands can create fun and engaging games for their customers. Brands are also leveraging AR by launching collections of digital Avatars. Avatars can not only be used for games and fashion, but many influencers like Miquela are using them to showcase their fashion and lives to their audience.
Virtual Catwalks
The pandemic has encouraged fashion brands to adopt virtual catwalks to create unique and memorable experiences. Designer Steven Tai launched his AW18 collection using real-time augmented presentation. His collection was inspired by his hometown Macau. The audience was mesmerised as the fashion show slowly transitioned from Durbar Court to Downtown Macau.
Challenges of adopting AR in the fashion industry
Along with the massive advantage of augmented reality in fashion, there are the following challenges that it brings as well:
Lack of a proven business model to make augmented reality a big hit for businesses.
The lack of AR application design and development standards results in incompatibility with other devices or technology.
Augmented reality also has security and privacy issues due to inconsistencies in its programming, oversight, and negligence.
AR can also cause physical harm since it is all about adding digital objects to real-world surroundings and can result in a lack of attention.
Many brands use poor-quality content and use cases to showcase the feature and not implement the technology.
The Future of AR in Fashion
In the current scenario, augmented reality seems to be one of the biggest technology trends. The pandemic has accelerated the speed with which the brands are adopting it. Brands are beginning to see amazing results by transforming AR technology into apps, and stores.
Instead of all the current applications of AR in the fashion industry, there is still plenty of innovation yet to come. If we leave some fast-paced, innovative brands, the industry is still playing slow to adopt the technology entirely.
With a large percentage of shoppers agreeing that augmented reality features are very useful in buying clothes online, AR technology will be adopted by more and more brands in the future. The success of the Fashion industry depends on providing a rich experience to its customers. Augmented reality will become a powerful tool for fashion brands to present, promote, and sell their products.