It was not unless Apple’s ARKit and Google’s ARCore that businesses knew the full potential of AR. The technology existed before, but Apple and Google’s launch made it easier. So, today businesses know how to leverage AR to its fullest.
However, if you think the augmented reality for fashion would be new, unexplored, then it’s not. Around 150 years ago, Hans Christian Andersen first thought of wearing digital clothes. Here’s an excerpt from his book, “The Emperor’s New Clothes,” says that two weavers pretended to make a suit claiming only the one fit for the position will be able to see it. Maybe Andersen didn’t know that it would be a new trend in the near future. Although virtual dresses feature is still not fully explored but, in the world where social distancing is becoming the new normal, zoom – a meeting place, the idea of digital wardrobes ain’t that far away.
That’s basically a tiny peril of adopting AR. Let us see what the possibilities of adopting AR for fashion are.
- 3D Visualization
Online shopping is the holy grail of businesses. Customers prefer an online preview that ensures that the product is as described. They need more than 2D images showing the apparel’s front and backside or a lipstick shade on the package. You can provide them with a surety that the product they would receive is exactly as shown in the preview. Of course, you would need an AR app with a 3D preview feature.
With it, you can help your customers make a proper buying decision. The 3D preview can reduce your cart abandonment and return orders. As customers are sure about the product before purchase, they are least likely to return it. By bringing in an AR app, you can not only reduce your efforts and money on returns but also boost your sales.
- Smart Mirrors
There’s a retail apocalypse, but that doesn’t mean that customers would stop buying from physical stores. However, if the flagship stores keep the same approach where customers need to drag piles of clothes to try on, they are likely to fail.
Customers don’t like trying on clothes and shoes. They, including me, are too lazy to try every piece. If it doesn’t fit, they won’t bring in another size and try again. They would simply ditch the product. If I were in that place, I would rather buy online than even go to physical stores. AR-enabled smart mirrors can provide the solution for it.
You can implement a smart mirror in your physical store that lets your customer try different products simply by standing in front of the mirror and moving your hands. With AR technology, you can add all your product catalogs, and customers can keep trying like the filters on the photo editing app.
The perk of this feature is that it improves customer service. Shoppers can get a 360-degree view of the product they are trying on. They can even compare the two products side-by-side and choose one. They can replay the dresses they tried on to get the hang of it.
With the data collected, you can provide shoppers with proper fitting clothes. Next time they visit your store, you would know if the size fits them or not, without them saying it out.
- Virtual Fitting Rooms
Smart mirrors are something that enhances the in-house experience. But what if you have an online store and want to help customers to try and buy? You need to bring in an AR app.
The augmented reality for fashion provides a virtual try-on feature that allows customers to try products from their homes’ comfort. They can create an avatar that relates to them and try on products. Or, they can jump in front of the cameras and try on themselves, virtually, of course.
Many brands have already implemented it.
Dior, the French luxury brand, allows customers to try on glasses from the comfort of their home. Amazon launched virtual fitting rooms for shoppers to try on clothes before purchase.
L’Oreal, the popular makeup brand, enables buyers to virtually test lipsticks and hair colors using videos and images.
- Digital Couture
Do you know that most people in the fitting room of department stores only try clothes to click a picture?
You can provide them with such a feature that allows them to try on products and click a picture without actually doing it.
Digital couture can be a tool to market products and build brands instead of partnering with an influencer to market your new products. You can integrate an AR-powered virtual dress feature. The advantage is that you can learn about customers’ reactions to your new collection. Gucci, for example, is planning to offer both digital and physical versions of designs.
With digital designs and customers trying out, they can know if the style needs to be in the market. If not, they can just drop the physical version and move to the next. Simple, they would save cost, resources, and besides, they can achieve no-cost marketing.
Just like Gucci, you can market your product designs and be on a winning platform.
Augmented reality for fashion can increase your brand’s competitive position and can keep you at the top. The above-mentioned ways are a tried and tested approach to AR. Yet, there’s much more that can help you improve customer service and boost their confidence in purchasing.