Augmented Reality
The world of the twenty-first century is undergoing massive development in the fields of science and technology, with one of the most notable creations being Augmented Reality (AR). It is an enhanced view of the real physical world through computer-generated input ranging from visual to sound and including a variety of other sensory organs such as the olfactory (sense of smell) and haptic (sense of touch).
Louis Rosenberg created the first working AR system in 1992 at the USAF’s Armstrong Research Lab. Since then, AR has been exposed to a variety of fields for more convenient living. For instance, Home Depot introduced the “Project Color App” in 2015 through which it was possible to view colours for the walls according to the lighting, objects, and shadows in the room by the use of AR technology.
Fashion is one industry that has thrived as a result of the AR system. For people on both sides, this technology is redefining the entire fashion era of the twenty-first century. It can be said that it is a boon for both customers and employees in the fashion industry.
Impact of AR in Fashion Industry
The fashion industry is frequently referred to as a creative, innovative, and rapidly growing industry. The introduction of an essential tool such as AR leads to increased customer engagement and growth in market sales for the overall industry.
Things that go trending or popular in social media are easy to captivate people due to the impact of being new and different. Tech-savvy people especially gen z are a sure target for marketing with a unique style. AR in the fashion world works as that unique system that attracts people for trying it out and hence more interaction with customers.
“Fashion and Beauty are taking AR more seriously” stated – Vogue Business in 2020. The idea and successful execution of the AR to give real-life retail experience to people is fascinating to the majority of the population. The ability to visualise outfits starting from dresses to shoes and also being able to visualise beauty products from an app or website without going out physically is not just an idea anymore, rather a reality. In a Forbes article, it was stated that 61 percent of users of Google prefer shops that offer the AR system.
Brands with AR technology
- Several retail brands are now incorporating augmented reality (AR) due to the growing customer demand for it and the benefits it provides. Let’s take a look at a few retail stores that are currently using the AR system.
- SEPHORA
Sephora added a “Virtual Artist” feature to its own app, which was an instant hit, garnering 45 million views in the first eight weeks. This feature scans users’ faces using the front camera and then displays various shades and combinations. Users no longer have to go through the hassle of physically trying on shades to match their preferences; they can do so from anywhere using only the app on their phone.
- WANNA KICKS
Wanna kicks’ iOS-supported app allows customers to buy shoes from the comfort of their own homes rather than going to stores. It is often difficult for people to predict how a pair of shoes will look on them, but with this app, they can simply point their camera at their feet and swipe to see which pair best fits their feet. This promotes more online marketing and sales by allowing people to virtually try on shoes.
- GAP
The “Dressing Room” feature allows people to try on clothes directly from the app. To access it, users simply need to use a Google tango-enabled device. They can choose clothes and manage size accordingly. A 3D figure or avatar appears and can be customised exactly to the user’s liking in order to see how the clothes will look on them.
- ASOS
In 2019, ASOS – virtual catwalk hit the market. When the camera is pointed at a flat surface and the AR button on the app is pressed, a model appears and users can observe how the dresses fit or look on the models, which can help them decide on their purchase.
Future of AR in the Fashion industry
AR demand is rapidly increasing around the world, with Statista estimating that it will be worth more than 18 billion US dollars by 2023. The fashion industry and brands are not immune to the benefits of augmented reality in increasing customers and sales, so acceptance of augmented reality in the industry is spreading. More articles on business and industry insights can be found at Blog. Please contact us at Contact if you are looking for growth and consulting.