One of the most dynamic technologies, Augmented Reality (AR) is everyone's favorite when it comes to enhancing sales and marketing of any industry. Currently, the fashion industry is flourishing with the help of Augmented Reality. Research indicates that AR technology has made shopping easier for 56% of shoppers and that 48% hesitate to buy items from multiple brands due to the inability to try them on before purchasing. These findings suggest that AR technology will continue to rise in prominence.
With the rise of digitalization and e-commerce, retailers are always looking for new ways to enrich customer experience thus some of the popular brands successfully integrated AR. Let’s see how they are leading the transformation era of the fashion industry and setting a benchmark.
The collaboration between the luxury online shop FarFetch and the brand Off White. FarFetch allowed customers to try on jackets from the collection using a photo messaging app. The clothes appeared to cling to the body and move realistically based on the user's actions with the help of 3D and simulation technologies.
Sizing issues often lead to returns, with different brands having different size charts. To address this problem, brands like Hugo Boss and Superdry have implemented AR-powered virtual tailoring features. Research shows that this technology has helped tailor items to fit virtually anyone's measurements.
Nike has taken it a step further by combining tailoring and trying-on features. The brand's app allows users to measure their feet to find the correct shoe size and virtually try them on to see how they look.
PE Nation, an Australian sportswear brand, allows users to try on pieces from their collection using a custom filter and imagine themselves in snowy mountain settings.
#AR product launch
AR offers fully immersive experiences to the customers. For example, sports shoe brand Asics replaced the physical launch of their new collection with a virtual one, where attendees could wear AR headsets and see the shoes in a virtual environment inside the ASICS Institute of Sport Science's innovation lab.
#Virtual smart mirrors
Topshop, UNIQLO, Saks Fifth Avenue's beauty floor, and Sephora have all embraced this technology, enabling customers to try on clothes and makeup products online.
AR ads evoke strong emotions and engage customers in ways that traditional ads cannot. Brands like Boohooman have used AR technology to create exciting campaigns, such as turning Black Friday into "The Hack Friday" with a digital character named Robin appearing on posters. Customers could scan QR codes to bring the character to life and learn more about the brand's offerings.