In this era, fashion brands are implementing augmented reality (AR) to overcome the trend of disposable clothing. By creating digital clothes, these brands allow fashion influencers, bloggers and other users to try on and showcase outfits without causing harm to the environment.
Many brands are finding innovative ways to integrate AR into their sales techniques. It is a treat for shopaholics to try on every item in an online shop. Shoppers can simply use their phones or tablets to virtually try on clothes and check out how well they fit with this AR virtual trying on clothes experience. The launch of AR has also enabled the fashion industry to offer customizable options, like changing colors and patterns of clothing items. American Apparel, for example, allows customers to scan clothes in their physical stores and change their appearance using an application.
Virtual showrooms have emerged as a feasible way for brands to showcase their collections without the need for physical displays. AR technologies have enabled brands like Tommy Hilfiger to create digital displays, where customers can interact with clothes by tapping on an interactive touchscreen table and examining every detail on the screen.
Social media has become a powerful marketing platform, and brands strive to connect with their audience through custom social media filters. Users on platforms like Instagram and TikTok enjoy using filters in their videos, and brands that provide appealing filters can benefit from user-generated promotion.
AR technology has also revolutionized the makeup industry by allowing customers to try on products virtually. Brands like Bobbi Brown, L'Oréal, and MAC have launched try-on websites where customers can experiment with different shades of lipstick, blush, or contour sticks before making a purchase.
Mirrors in clothing stores have also benefited from AR technology. Interactive smart mirrors, introduced by startup Oak Labs in 2015, allow customers to see themselves in the reflection and try on virtual outfits.
In addition to enhancing the customer experience, AR technology saves time when shopping. In-store navigation features show visitors where to find specific departments or items, benefiting big department stores like Lowe's Vision.
AR also helps address the challenge of displaying delicate and expensive jewelry. Companies like Trillion Jewelry have developed AR applications that allow customers to try on virtual jewelry pieces effortlessly and have fun while doing so.
The rise of virtual clothes and non-fungible tokens (NFTs) has given birth to brands that solely sell digital clothing. The Fabricant and DressX are examples of all-digital companies that collaborate with established brands and offer virtual clothing designs. They demonstrate the potential of digital fashion and sustainability, with DressX providing a DressX app that uses smart AR filters to help customers find the perfect digital clothes.
Gamification has become a popular approach to engage customers in the fashion industry. By integrating AR and gamification, brands like Victoria's Secret's Pink line create fun and interactive gaming experiences that educate customers about their products and offer exclusive perks. This trend is gaining popularity among famous brands, further highlighting the potential of fashion and AR in combination.
Integrating AR technology into a fashion business can be a rewarding investment in both the short and long term. While it may be challenging to incorporate AR into a business strategy but will help to develop plans tailored specifically to the needs and goals of fashion businesses.
