Augmented Reality - A Revolution in the Global Fashion Industry

Nowadays, shoppers are no longer restricted to surfing through 2D photos or videos in the sense that they are getting to interact with fashion in different ways that bring products to life.

Starting from being able to now try on clothes virtually or participating in a global fashion show from the comfort of their homes, there is actually so much more that modern-day technology brings to the table.

Key Takeaways:

• ● The technology of Augmented Reality is completely modifying and reshaping the fashion industry by merging digital and physical experiences and bringing them together as one.
• ● Virtual try-on technology gives consumers the opportunity to try on clothes and accessories from their devices.
• ● Personalization through AR tailors shopping to individual preferences and sizes.
• ● Digital Photography and Background Image addition, Photo albums from Virtual Try-Ons are speeding up the e-com marketing mainly for D2C and online first brands.
• ● Interactive virtual fashion shows make high-end events accessible to a global audience.
• ● AR allows real-time product interaction, helping shoppers make confident purchases.

In the present day, digital and physical shopping experiences are undergoing a blend like never before, and due to this, the technology of Augmented Reality (AR) is completely reshaping the fashion industry from what it has traditionally been, by improving the process of shopping in a much better way and also by creating immersive experiences that result in making fashion more accessible and engaging for shoppers.

Currently, close to more than 100 million consumers across the world are shopping with AR online and in stores due to the fact Augmented Reality is the leading technology because people these days wish to experience the products of their chosen brands from the comfort of their homes by using their phones. There is a wide range of possibilities that can be achieved through the technology of AR and to attain that, brands as well as their partners just required to embrace them.

A New Age of Virtual Try-Ons: No Fitting Room? No Problem!

Shopping for apparel online can feel a bit confusing considering the doubts about looks or fit. Thus the technology of virtual try-ons happens to be the most exciting application of AR in fashion.

The use of AR allows customers to see how clothes or accessories look on their bodies in real time with the simple use of their phone camera. This sort of virtual dressing room brings the convenience of trying on multiple outfits from anywhere.

Brands like Gucci have applied the technology of AR try-ons in their apps, thereby allowing users to virtually try beauty products, jackets, shoes, and even sunglasses.

In this way, it saves consumers a lot of time as well as the hassle of ordering multiple sizes or styles only to end up returning them due to fit or look issues. On top of that, it also helps in reducing the rates of returns which is genuinely a challenge for online fashion retailers. Thus, the technology of Augmented Reality serves as a great convenience for busy shoppers.

Muge Erdirik Dogan, president of Amazon Fashion says:

“Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more delightful for customers. We’re excited to introduce Virtual Try-On for Shoes, so customers can try on thousands of styles from brands they know and love at their convenience, wherever they are.

We look forward to listening and learning from customer feedback as we continue to enhance the experience and expand to more brands and styles.” (source)

Personalization in Fashion Shopping: It's All About You

One of the greatest strengths of AR is that it allows users or customers to personalize their shopping experience according to their needs. This technology tailors products to the specific preferences, measurements, and styles that the customers look for or require.

How is this making fashion shopping smarter and more hassle-free?

The technology of Augmented Reality makes use of the customers’ body measurements, previously bought items, and stylistic preferences in order to suggest the best types of clothing or accessories. In precise terms, the algorithm acts as your ever-reliable store assistant to guide you through the catalog of products. For example, H&M uses AR technology to scan a user’s body measurements and then recommend the best-fitting clothes. The suggestions are based on user data, ensuring they get clothes that complement their size and taste.

Ann-Sofie Johansson, Creative Advisor at H&M, explains:

“The increasingly virtual dimension of fashion creates exciting future opportunities for H&M, allowing us to create vibrant, bold and daring virtual counterparts to our physical collections. In addition to the endless creative possibilities, it also allows us to propose a more sustainable and inclusive fashion vision that can be accessed by anyone, anywhere in the world”. (Source)

Virtual Fashion Shows

Fashion has always been about the looks and feel but until recently, fashion shows were reserved for those with exclusive invites. Thanks to AR, fashion shows are no longer confined to catwalks in Paris or New York. Now, brands can take their shows global with virtual fashion events.

What does this mean for fashion lovers?

Imagine watching a fashion show from your living room. What if we tell you that besides just watching, you can also interact with the models and click on the clothes they are wearing and also try them on virtually. Sounds exciting? Well, yes, AR makes this possible, thereby giving fans a front-row seat to major events with much more features and accessibility than one can imagine.

Burberry, the luxury fashion brand is a pioneer in the AR fashion space, as they host AR-driven fashion shows that allow a wide range of global audiences to experience their collections up close in a much more personal manner.

Accessories Go High-Tech: Virtually Try On Watches, Shoes, Jewelry, and More

When it comes to watches, shoes, jewelry, and other fashion accessories, customers require much more precision for these items than clothing in the sense of fit and style because these are essential for high-value items like these. So, Augmented Reality allows the customers to try these products virtually before they make a decision to buy them.

● Virtual Try-Ons for Accessories

AR apps allow users to see how shoes will fit their feet or how a necklace or sunglasses will look from different angles, all without leaving their home.

● How Does It Work?

When customers shop for sunglasses, they can point their smartphone camera at their face and try on different frames as well as adjust various angles to see how they really look.

Warby Parker, a pioneering eyewear brand makes use of AR to let customers try on various glasses and even customize features as per their needs like frame color and all virtually.

This helps consumers make more informed decisions about high-end purchases, reducing the chances of buyer’s remorse and returns.

Real-Time Interaction: Touch, Rotate, Zoom in, and everything Virtually

The most customer-engaging feature of Augmented Reality is that it allows customers to interact with fashion products in real-time because after all, it is not only about just seeing the products in the sense that it is more about engaging with the items in ways that go beyond the norms of traditional online shopping.

● What Does It Do?

The technology of Augmented Reality allows users to rotate products, zoom in to inspect the textures of these items, and even customize colors or patterns as per their preference and all of this can be done in real-time, thereby making the shopping experience feel far more immersive and personal.

● How It Helps?

The opportunity for real-time interaction with products allows the customers to feel like they are physically holding and checking the product in detail. This particular feature adds a layer of trust that traditional e-commerce lacks heavily due to the fact that customers feel even more confident than before about what they are buying and the results are also much more satisfactory.

As an example, Burberry, the luxury fashion brand, has launched a new augmented reality (AR) functionality on Burberry.com that lets customers explore the intricate details and craftsmanship of the product before purchase. To explain the benefits of the technology further, in a better and easier manner, imagine a customer shopping for a handbag on an AR app. The person can easily rotate the item 360 degrees or zoom in to see the stitching of the bag and change the color patterns or design with just a tap on the screen, thereby getting a hands-on experience, virtually.

How is Augmented Reality Reshaping the Future of Fashion?

The continuous evolution and modifications of AR is boosting the growth of its applications in the fashion industry in the sense that fashion is no longer just about visiting physical stores or surfing through 2D images while shopping online, but it is now more about creating immersive, personal experiences that cater to the needs and preferences of customers.

Key benefits of AR for fashion consumers:

● Convenience

The feature of Virtual Try-Ons for clothes and accessories at home, saves a lot of time as well as effort.

● Personalization

Customers can now get recommendations of products that are tailored to their individual sizes, preferences, and items bought previously.

● Real-Time Interaction

Augmented Reality allows customers to engage with items in a way that is very similar to physical shopping experience, thereby making them even more confident in terms of purchases.

● Global Reach

Attend virtual fashion shows and shop collections from anywhere in the world.

A Seamless Shopping Experience

Augmented reality is changing fashion, making shopping not just a task, but an immersive experience. From trying on clothes in virtual dressing rooms to attending interactive fashion shows, AR is enhancing the way consumers shop.

With fashion giants like Gucci, Burberry, and H&M embracing AR, the technology is becoming an integral part of the industry’s future.

By adopting the features and benefits of AR technology, Amazon has opened the gates that lead to newer avenues for retailers and brands when it comes to showcasing their products, thereby attracting customers with immersive experiences and reshaping or modifying their online shopping experience. From trying on virtual clothes to previewing furniture in a room, Amazon’s AR capabilities have set a new benchmark for the e-commerce industry.

KiXR, a leader in AR and VR solutions, is helping brands bring these immersive experiences to life, offering consumers more control, confidence, and excitement in their shopping journeys. AR isn’t just a new feature in fashion—it’s the future.

What is Augmented Reality?

Augmented Reality allows the overlaying of digital elements onto the real world with the use of devices such as smartphones or tablets. In the fashion industry, it lets users interact with products like clothes, accessories, shoes, etc., in 3D, and attend virtual fashion events from home.

The technology of AR is basically a combination of computer vision, machine learning, as well as real-time data processing that merges digital elements and physical environments together. Nowadays when you use the camera of a device, the technology of Augmented Reality easily identifies different surfaces, objects, or certain specific markers in order to overlay relevant content for example 3D models of clothes or accessories.

In this way, the experience becomes highly interactive and extremely responsive, thereby allowing the users to see digital objects from a variety of angles, zoom in to check on the finer details, and even adjust or reshape the features of the products such as style or color, but everything in real-time.

What makes augmented reality such a valuable technology for the creation of immersive and personalized shopping experiences is basically its ability to the surroundings of the end users.