Amidst the dozens of high-tech business solutions, augmented reality in the fashion industry has proven to be more than “just another pandemic trend”. Augmented reality (AR) and virtual reality (VR) have served as much-needed alternatives for social distancers who still wanted to maintain a sense of normality when shopping for the latest fashion and beauty releases.
While in the United States alone, eCommerce sales are expected to surpass $740 billion by 2023, the traditional retail experience is still in the hearts of many fashion-savvy shoppers. ‘Real life’ dressing rooms, scouring for the right size, style, and fit are all part of the thrill – and business took notes.
What is augmented reality in the fashion industry?
According to ABI Research by 2022, over 120,000 stores will leverage augmented reality. Virtual try-on technology allows at-home customers to see exactly how clothes fit themselves in real time.
To put it simply, an AR clothing try-on provides a real-world experience as an overlay. This tech-advanced solution blends videos, images, and 3D content on top of real-world objects to create a highly realistic environment. When the 3D virtual fitting technology is enabled, customers can get a clear idea of how a piece of clothing would look on their bodies.
As a matter of fact, studies have shown that 47 percent of consumers admitted that immersive technologies make them “feel more connected with products” during their virtual shopping experiences. Plus, 34 percent of shoppers think virtual fitting rooms make online shopping more fun.
Augmented reality in fashion and e-commerce increases the revenue
Virtual clothing try-on tech is not only a fantastic way for customers to get optimal shopping experiences each time they visit an e-store. In reality, augmented reality has helped brands increase their revenue while also collecting much-needed information about their consumers’ purchasing habits, interests, and behavior.
Many fashion giants like Farfetch and Prada have tapped into virtual clothing try-on technologies. Dior has already seen a 6.2x return on ads spend from the day they joined forces with Wanna, a Snap partner, to the tech in their Snapchat promotions. Forbs reported that brands like NYX Cosmetics managed to drive over 60 million try-ons in a single day.
In recent years, many more businesses have leveraged the power of augmented reality in the fashion industry to launch innovative fit solutions. Wacoal, the leading intimate apparel brand, introduced the mybraFit app. By utilizing artificial intelligence and augmented reality, they created a bra fit studio to help customers find out their accurate bra size.
Virtual clothing try-on and sustainability
Augmented reality in fashion e-commerce ( defined as “Fashion 4.0”) has many strong allies that lead the entire industry into a sustainable, limited waste future. From 3D body scanning to VR technology, these digital breakthroughs were crafted with the sole purpose of increasing post-purchase satisfaction, reducing their carbon footprint, and increasing brand loyalty.
McKinsey Returns Management Survey found that clothes on e-commerce platforms had a 25% return rate. Furthermore, the survey showed that a big percentage of online buyers tend to buy multiple versions of the same item to get the proper fit. This tactic adds to the $800 million in returns experienced by the fashion e-commerce business each year.
In reality, clothing transportation contributes a shocking 15 million metric tons of carbon dioxide into our atmosphere, which has a tremendous impact on the planet.
Virtual clothing try-on technology enables customers to e-try an array of different styles and sizes before committing to a purchase, which helps minimize expenses as well as return rates by a lot.
Augmented reality is the future of the fashion industry
At the end of the day, cutting-edge technology, like augmented reality in the fashion industry and virtual try ons, blazes a trail to a much more eco-conscious future. Customers and brands alike are benefiting from technologies – and so does the planet.