AR (augmented reality) is developing swiftly, with experts stating that the digital clothing and augmented reality try-on feature is becoming more realistic as it is being adopted by fashion/cosmetic brands and online shoppers.
AR clothing try-on commonly means digital clothing being placed on the user, usually using a mobile device, giving shoppers a sense of movement and fit, before purchasing an item.
Although the mix-up for a static image wearing an item is a common mistake, this advanced technology allows the product to move in real-time, much like Snapchat and Instagram filters for beauty. Digital try-on on the rise
Examples show Clara Daguin wearing a digital version of her Jacquard by Google embedded designs when attending Paris Couture Week. In fact, many couture weeks visitors dressed in a famous digital puffer coat, created by Rtfkt, ultimately breaking the internet.
Snapchat continues to lead the AR way, adding more to their filters selections, which dramatically improves the digital shopping experience, like never before.
“We believe shopping is more than the transaction, it’s really about the experience, and we believe a better experience—one that’s more immersive, connected with your friends, and emotional—is not only going to increase that buyer confidence but also build a longer-term loyalty to brands and businesses.”
Carolina Arguelles, Global Product Marketing Lead, Augmented Reality at Snap
Many benefits come with trying on clothing from the comfort of your own home. Let’s take a look at the benefits below.
Many shoppers are used to online shopping from home by now. However, they are now introduced to clothing try-ons from any location possible. From trying the new sneakers from home to wearing the dress of your dreams on Instagram, the virtual world allows shoppers experimentation and exploration from the comfort of their sofa.
AR has helped many people with making buying decisions when it comes to online shopping. Without the hesitation of waiting for the clothing, the customer can try on the dress or shoes without anticipating. The instant understanding of if it’s worth the purchase comes faster, reducing the returns rate. Making virtual try-on more convincing will have a big impact on conversion and return rates, says LCF’s Drinkwater, noting that Shopify research found that the use of 3D and AR can reduce returns by up to 40 per cent and increase conversion by 97 per cent.
Having to ship new products online to your home costs money and isn’t environmentally friendly. With return rates decreasing significantly, so does the back and forth of shipping and usually wasted fabrics. To intensify this, 3D body mesh enhancements and body tracking is constantly developed to help AR recreate materials for realism.
Moreover, virtual selling means that manufacturers can actually produce to order, which means less wastage of material and savings on unnecessary production.
Digital-only clothing causes no damage to the environment, making it 100% sustainable. The digital-first method of production and consumption presents an exciting opportunity for the industry, one that should be fast-adopted by fashin brands “Digital fashion is set to increase in the future, and we need to have places, institutions, or online courses which help to teach or nurture the younger talent,” the 3D designer tells Refinery29.
With even more benefits on the list and multiplying, it’s hard to deny that AR clothing and cosmetics try-on is on the rise. With the technology reducing return rates, improves production planning and allowing customers the comfort of trying on new clothing from the comfort of their home, it’s fair to say that we can see why.
To see how VR & AR can impact your brand, check out 3 ways virtual reality remoulds e-commerce.
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