AR in Fashion. Key Benefits and Real Use Cases

Tags
14 February 2023
Complete Guide for CTO & IT Directors
Microservices under X-Ray Three books image Download free ebook

AR technology has already taken root in many industries. One of them is fashion. Clothing, beauty, and retail brands have long been leveraging AR solutions to attract customers and boost sales.

According to recent estimates, the number of mobile augmented reality (AR) users worldwide will reach 1.7 billion by 2024 – a huge rise from 200 million in 2015. Businesses are well aware of the trend and eager to enhance user experience with virtual overlays.

One area within e-commerce where AR has already proved its efficiency is the apparel, fashion, and luxury industry (AF&L). Cutting-edge solutions have been driving customer engagement and boosting sales for luxury brands and are bound to go mainstream in the near future.

So, what are the specific advantages of using AR in the fashion industry? And how exactly do AR tools work? Before we address these and other questions, let’s start with clarifying the basic notions.

Augmented reality vs. virtual reality. How are they different?

The concept of augmented reality is frequently mixed up with that of virtual reality (VR). Both technologies share similarities, yet they are by far not the same. In rough terms, the difference lies in their relation to immersion.

VR provides a fully immersive experience in an artificial digital environment. On the other hand, AR enables you to experience physical reality enhanced by a digital overlay, which amounts to partial immersion.

To enjoy VR, you need a special headset that enables you to enter the digital world. With AR, it’s much easier. You can access it with a “mere” smartphone or a tablet powered by an AR-supporting application. The most typical application of AR involves pointing your device to an object to receive helpful information or access handy features.

So, how does it relate to fashion?

Augmented reality in the fashion industry. How does it work?

Both VR and AR are used in the AF&L industry, although the latter is much more common due to user convenience and lower technical requirements (smartphone vs. headset). One example of VR use by fashion brands is Balenciaga 2021 show. The company showcased its dystopian-themed autumn/winter collection as a virtual reality presentation displayed through Oculus headgear. It went as far with marketing efforts as to couple the VR show with the launch of the game designed in the corresponding apocalyptic style.

Balenciaga’s virtual world project was focused on publicity rather than functionality, not to mention that it was costly. With augmented reality, things work differently. AR-based solutions typically aim for utility while providing fun to users and not giving up on PR opportunities. AR technology allows companies to transform their product offer into a three-dimensional customer experience – a significant upgrade from a simple website or a catalog.

With AR functionality, users can see a realistic 3D representation of a product appear on their screen. More advanced AR clothing solutions allow customers to try on products mapping the representation of the clothes over the person’s body. These are but general examples. There are many nuanced and fancy AR shopping features out there.

What are the key benefits of using augmented reality in fashion retail?

AR experience boosts conversions

According to Snap Consumer AR report (2021), interacting with products through AR boosts conversion rate by 94%, as it allows customers to better assess the item and connect with a brand. Shopify’s data is even more optimistic. The company claims that 3D models in AR may increase conversion rates by up to 250% on product pages.

Augmented reality technology drives engagement

Well-crafted augmented reality fashion app provides both utility and entertainment, increasing customer engagement. Users usually have fun browsing products in a novel, creative way. As a result, they spend more time on the retailer’s website and are more eager to buy their products. Data from Threekit shows that AR can boost the clientele’s engagement by a factor of 2.7.

AR increases customer loyalty

With AR technology, fashion retailers are able to increase brand loyalty. Providing a more immersive online shopping experience and keeping users engaged, simultaneously delivering quality products, translates to higher customer satisfaction and positively impacts customers’ perception of the brand, making them want to come back.

AR helps decrease the return rate

Product returns are a big issue in fashion retail. The research conducted by Wearfits and Marie Zelie shows that more than two-thirds of online consumers return clothes because they don’t fit, leading to up to 10% loss for businesses. AR provides an efficient solution for this problem, helping decrease the return rate by even 20%. Being able to use virtual try-on and test products in virtual fitting rooms, customers are more confident in their choices and less prone to change their minds after purchase.

AR can make your content go viral

AR has also proved effective in marketing campaigns for the fashion world. Companies like Calvin Klein, Gucci, and Louis Vuitton successfully used social media AR filters to create viral content. A great example of creative AR usage in fashion is Nike’s and Footlocker’s campaign. With Snapchat’s augmented reality marker technology, both companies morphed a 2D poster of Lebron James into his 3D digital “avatar” performing a slam dunk. Such marketing stunts generate publicity, attract potential customers and, ultimately, drive sales.

AR tech provides valuable consumer data

Augmented reality apps are an invaluable source of data on user behavior, preferences, and interactions, especially since they keep users engaged and encourage interaction. As a result, they help brands understand consumer motivations and preferences, separate useful features from those less relevant, customize ads, drive users down the sales funnel, or even identify nascent trends, providing a competitive advantage.

What are the examples of AR solutions used by fashion brands?

Timberland: magic mirror fitting room

One of the earliest applications of AR in fashion are magic mirrors – free-standing consoles with digital screens that serve as a virtual fitting room. In 2014, Timberland introduced this technology in Mokotow Gallery, a shopping mall in Warsaw, Poland. The company used Kinect to sense persons’ movements and scan faces. Customers were able to quickly try on virtual garments without going to physical fitting rooms. Now, you can find magic mirrors in physical stores worldwide. They are fun and a time saver, bringing the retail experience to the next level.

Hugo Boss: the most advanced AR try-on service yet

Since Timberland rolled out its magic mirror, the AR fitting technology has evolved significantly. In 2022, Hugo Boss launched a virtual service that creates personalized digital avatars based on a person’s precise measurements, enabling customers to accurately try on virtual clothing. The technology, based on PICTOFiT, Reactive Reality’s patented AR solution, has some neat features. For example, you can make sure you look good with your shirt tucked in and out, check the garment’s transparency, or find out how it combines with other clothes.

Amazon: AR try-on feature for shoes

Also in 2022, Amazon launched a try-on feature for shoes in its shopping app on iOS. It allows users to preview how a pair of shoes will look on their feet from any angle and make better-informed buying decisions. User experience is as easy as it gets. You just need to select a shoe, tap the button below the product image, and point your iPhone camera at your feet. Then you can position your feet to get the angle you want. The solution, available in the U.S. and Canada, supports thousands of sneaker styles from top footwear companies, including Adidas, Reebok, Puma, and many more.

Kohl: AR virtual closet

In the middle of the pandemic, when customers started to flock to online stores, retail companies shifted into high gear by rolling out AR features to facilitate digital shopping, attract new customers, and build brand loyalty. In 2022, Kohl, the largest department store chain in the U.S., partnered with Snapchat to launch an AR virtual closet feature. With a smartphone and the Snapchat app, users can enter a virtual dressing room, try on digital clothing, mix and match items, and buy products inside the app.

AR technology is an important growth driver for online shopping

This is just a tiny portion of examples illustrating how immersive technologies have been conquering fashion, as well as retail, cosmetics, and other clothing and beauty-related industries. Brands have been going to great lengths to enhance customer experience, delivering all sorts of advanced solutions from virtual try-on features through AR mirrors to social media filters and AR models.

For some customers, they may not substitute real in-store experience. For many, though, they provide a convenient and entertaining opportunity to browse through products in virtual showrooms, try on digital versions of clothes or footwear, and make the best buying choice based on available options. For brands, AR technologies are an effective way to market their products, enhance customer retention, and, ultimately, drive sales.

Reach out for insights on AR technology!

At NGLogic, we’re excited to follow the evolution of augmented reality in the realm of virtual fashion and other industries. If you need any advice on AR or other technologies, feel free to contact us at your convenience.

Latest Posts
bots with python

Bots with Python 101

As we continue to embrace the digital age, we encounter countless innovative solutions that improve our daily lives, making mundane tasks more efficient, or even automating them entirely. One such innovative solution is the ‘bot’, a broad term that has various definitions depending on the context in which it is used. In its essence, a […]

/
product roadmap example

Which Way To Go – Product Roadmap Example And Insights

A quick overview of product roadmaps, not only for product managers. Briefly, What Is A Product Roadmap? A product roadmap is a visual representation that outlines a product development and evolution over a defined period, serving as a communication tool to align stakeholders around the product’s direction, goals, and milestones. In general terms, the roadmap […]

/
how to secure bluetooth devices

How to Secure Bluetooth Devices?

In today’s interconnected digital era, our lives are continuously shaped, molded, and improved by the innovative technologies we embrace. Every once in a while, a technological advancement emerges that becomes so deeply embedded in our routines that it’s hard to imagine a world without it. Bluetooth, a wireless communication protocol, is certainly one such marvel. […]

/
ux review

UX review: How to Perform a Usability Audit and Why it’s Important

User experience is crucial for the success of any digital product. A properly conducted UX review can help you identify flaws in your app’s or website’s design and fix them. Find out how a usability audit works and what you can gain from it. It’s hard to overestimate the impact UX has on business. According […]

/
prototype vs proof of concept

Prototype vs Proof of Concept: A Dive into Digital Product Development

In the realm of product development and innovation, two terms are often bandied about with great fervor – ‘Prototype’ and ‘Proof of Concept’ (POC). These methodologies play pivotal roles in transforming an abstract idea into a tangible product, serving as critical stages in the pathway to commercialization. However, these terms are frequently misunderstood, often interchanged […]

/
What is Python Used for in Finance

What is Python Used for in Finance?

As we delve into the digital age, the fields of finance and technology have become intricately intertwined, birthing an innovative hybrid sector known as financial technology, or “Fintech.” As this sector expands and evolves, one programming language stands at its epicenter, powering the development and execution of numerous innovative applications — Python. In a world […]

/
Related posts
product roadmap example

Which Way To Go – Product Roadmap Example And Insights

A quick overview of product roadmaps, not only for product managers. Briefly, What Is A Product Roadmap? A product roadmap is a visual representation that outlines a product development and evolution over a defined period, serving as a communication tool to align stakeholders around the product’s direction, goals, and milestones. In general terms, the roadmap […]

/
smart retail

Smart retail solutions: how can they help your business grow?

Smart technologies are transforming the retail industry at an increasing rate. Brick-and-mortar stores are going digital to drive more sales and keep up with the competition. Find out about top solutions fueling retail growth and how they can benefit your business. Blockbuster, Borders, Barnes & Noble, Sears, and Toys R Us are but a few […]

/
predictive analytics retail

Predictive Analytics: Retail Industry Use Cases

Retail businesses have always been driven by data, whether it’s sales figures, inventory levels, or customer behavior. With the rise of predictive analytics, retailers have the ability to analyze large volumes of data to uncover data-driven insights and patterns that can help them make more informed decisions. Predictive analytics is a branch of advanced analytics […]

/
project manager vs product manager

Product Manager vs Project Manager: Main Differences and Similarities

In today’s fast-paced and highly competitive business world, organizations need to have a clear understanding of the differences between a product manager and a project manager. While both roles are critical to the success of a company, they have distinct roles and responsibilities. In this article, we will explore the similarities, differences, and roles of […]

/
zigbee protocol smart home

Zigbee Protocol and Its Application

Zigbee is a wireless protocol that has gained increasing popularity in recent years for its low power consumption, reliability, and ease of use. Zigbee is a part of the IEEE 802.15.4 standard, which defines the physical and data link layers for low-rate wireless personal area networks (LR-WPANs). The protocol is designed to be used for […]

/
front end technologies

Top-ranking front-end technologies. Best tools to speed up UI development in 2023

Flawless UI is a must if your app is headed for success. Designing a high-quality front-end can be costly and time-consuming, but not so much if you’re able to choose the right toolset for your product. Find out the best front-end development options to consider in 2023. Back-end powers the functionality of the system, while […]

/
Talk with experts

We look forward to hearing from you to start expanding your business together.

Email icon [email protected] Phone icon +1 (888) 413 3806