Augmented Reality is Said to Transform High End & Luxury Fashion Retail
If what technologists say is true, then at some point in the not-so-distant future we’ll be unburdened of overcrowded dressing rooms and will try new clothes on through augmented reality instead. For now, though, we’re still standing en masse, with a pile of clothes not knowing which piece fits us best, all for the chance to pick up the best item.
Yet, it is not the only way to use AR in retail. In today’s ultra-competitive world, it’s deciding to explore every alternative for catching the eye and loyalty of customers.
In the arena of fashion, Augmented Reality can be used as a huge booster in shopping and e-commerce. Virtual Reality fascinates consumers with an immersive sci-fi quality, and this is the reason why it is to be used by a large number of retailers.
When has it all started? Probably, in 2011, when Topshop introduced the first in the world virtual fitting room. With AR technology and mirror’s built-in camera that tracks human body, Topshop has demonstrated its customers an extraordinary way to try garments on, just by superimposing clothing items over shoppers. The system had no sizing tool and the virtual clothing pieces could fall off the client which wasn’t perfect either as you got all hot and sweaty in the changing room. Regardless, it gave a push for fashion brands to creatively use AR in their marketing campaigns.
Now, it’s 2018, and fashion industry cannot find a better way, but use the latest AR techniques to make appealing presentations of the world’s most anticipated collections.
Zara, one of the biggest clothing and accessories retailer, has already launched an augmented reality app in stores. The brand created a limited app edition that was available for two weeks from 18 April in 120 Zara stores across the globe. By using their phones with Zara app installed, users could see models walk around the store wearing Zara clothes that you can then click through and shop the look. Nowadays, high tech and social media have a huge impact on sales and consumers, as apps encourage users to share their new and exciting experiences on Instagram where brands advertise their products most.
Zara is not the first and definitely is not the last fashion label to make the most of augmented reality. The iconic British luxury goods company Burberry also uses AR tricks to engage devotees, by offering them an app feature allowing users to digitally redecorate their environments with Burberry-inspired, Danny Sangra’s drawings. After personalizing a picture, users can post a newly created photo to social media.
RIXO, a young British brand, had launched an augmented reality catwalk, showcasing life-sized holograms of models wearing pieces from RIXO London’s new season collection. Now, brand connoisseurs can enjoy a personal fashion show in their living rooms. Having a unique at-home experience, customers have quick access to the latest designs and can buy what they like. Online fashion retail owns an innovative medium that can soon become a king of consumer engagement in the competitive business world.
Chanel is also said to get into augmented reality and develop a bespoke AR solution for its stores. Chanel keeps it secret, so we are not sure how the technology will actually work. Whether it’s going to be another AR app, smart mirror or a wearable we know that all fashion lovers are pretty excited about blending real with digital.
Austrian luxury brand, Swarovski has created a virtual reality experience for customers to shop the Atelier Swarovski home decor line, a collection of functional and decorative crystal home accessories, via VR shopping app. By wearing the VR headset, users can walk through the five areas of the virtual home, browse all designs, read the stories behind each piece, see the pricing and purchase items.
How About Using AR for Your Fashion Business?
Altogether, there are a lot more to say. There are still many ideas and new opportunities with an AR technology that has yet to reach its full potential. AR went far ahead from Snapchat filters and Pokémon Go game; technology has stepped on the path to transforming the way we interact with the world of fashion and retail. If you feel that the next AR business idea belongs to you, don’t hesitate to contact AVRspot. Our professional AR engineers will be glad to help you get the most out of using AR and VR for your business.
It is often a tough decision for an organization to invest in augmented reality. AVRspot inc. provides a unique possibility to create a proof of concept or even MVP (minimal viable product) without any risks**.
** Please contact us to learn more about our “No Risks Program”