Applying Virtual/augmented reality (VR) to Fashion

Mobile and e-commerce technologies brought about the first wave of transformations for the fashion industry. Now, we can look ahead to the next possibilities for retail, more specifically virtual reality technology. These days, on their mobiles customers can easily browse through the various items and with one click, purchase. There have been many occasions where brands have suffered the backlash from customers who received items that didn't match their online equivalents or simply didn't meet expectations. New VR platforms are arising that are changing the game by merging the physical and online worlds of retail. Try-on avatars are becoming a big hit in the fashion industry.

Apps such as DressingRoom are using augmented reality technology to enable shoppers to try outfits on an avatar - customized to the correct measurements - before purchasing an item. These platforms, change the online shopping experience for the better, as avatars and virtual platforms engage and retain the customers for longer. Now, customers can physically see the product on themselves or in the intended space before purchasing. As per DigiCapital, augmented reality and virtual reality products would generate 120 billion in revenue at the end of 2020. Over time, these platforms provide added value to the retailer, as brands can gain valuable insights through regular customer use, which can be leveraged to provide customers with a more personalized experience. To attract customers, Zara has planned to integrate AR into its chains. With the help of AR, Zara would be able to depict models sporting the latest apparels to its customers when they place their smartphones near the sensor located in the store.

Virtual fashion show by Trashy MuseCourtesy of Trashy Muse

At the Paris Fashion Show, AR was used to organize a fashion show. Quite interestingly, AR can be used to solve one of the fashion industry's most significant problems: how to show the consumer what the clothing would look like on them.

Conclusion

AR is redefining online fashion retail. A proven tool to increase brand awareness, acting as a booster for customer engagement. This technology offers a host of benefits for shoppers and merchants alike which would potentially increase sales. Against a backdrop of increasing online competition and costly acquisition activities, expect to see AR being and playing significant role in ecommerce retailer’s future.

Citation:

About The Author Hannah Leary Hannah is Swanky's Content Manager. She enjoys researching the exciting world of ecommerce and crafting engaging articles to help ecommerce manag. (2021, March 8). Augmented reality: The perfect fit for fashion ecommerce in 2021. Swanky. Retrieved December 13, 2021, from https://swankyagency.com/augmented-reality-fashion-ecommerce/.

Dazed. (2019, July 11). Trashy muse put on the world's first virtual avatar fashion show. Dazed. Retrieved December 13, 2021, from https://www.dazeddigital.com/fashion/article/45206/1/trashy-muse-virtual-avatar-fashion-show-augmented-reality-lil-miquela-paris.

Rahman, N. (2020, July 19). How technology is shaping the future of the Fashion Industry. Medium. Retrieved December 13, 2021, from https://nirjonrahman.medium.com/how-technology-is-shaping-the-future-of-the-fashion-industry-3f9465a7fd37.