Augmented Reality in Fashion: How AR Redefines Style in the Digital Era

When talking about the fashion industry, the first thing most people would think about is clothes, shoes, or models. Tech and innovation are not often linked to it, but the surprising thing is that it should be because it is one of the major industries that has never shied from adopting new technologies. Be it the invention of sewing machines or how today, fashion wear is sold online via e-commerce websites, this industry has never failed to keep up with the latest tech trends. And in recent years, Augmented Reality has been spreading its roots in fashion.

Augmented Reality or AR changes how customers can discover, try on, and experience fashion. It mixes the digital objects with the real physical world to create an interactive and immersive shopping journey for the user.

What Is Augmented Reality in Fashion?

To understand AR in Fashion, it is important to first know how this technology works. AR or Augmented Reality, overlays digital content such as images, animations, or 3D objects onto the real world. This can be done through smartphones, tablets, or AR glasses. Now, when it comes to AR in fashion, it lets customers virtually try out clothes, shoes, accessories, or makeup without actually having to physically wear them.

When browsing online, the buyer has to rely on checking out the size charts and imagining what a piece of clothing would look like on them, and if it would suit them. However, this changes with AR because they get to virtually try out the outfit from the convenience of their homes. As such, it shortens the gap even more between online and in-person shopping. With AR, the buyer gets the convenience of e-commerce and the engagement of a physical store.

How AR Benefits the Fashion Industry

Virtual Try-Ons

The simplest yet most effective application of AR in Fashion can be seen via Virtual Try-Ons. Several brands give users various tools that allow them to try out or, in this case, "wear" the products digitally to check whether they want to go ahead with their purchase. 

It often works through an app, allowing users to scan their face. Next, the user could choose something like sunglasses or makeup (lipstick, eye shadow, blush, etc), and it will get put on their face. Now, when the user turns their face, the app tracks it and makes sure their sunglasses or makeup move with them. This makes the experience more immersive and gives the user an impression of them having actually worn the accessory. Similarly, a user can also try out clothes or shoes virtually.

Smart & AR Mirrors in Physical Stores

Smart Mirrors and AR Mirrors are also quite popular in the fashion industry. One of the most notable examples of this is Sephora with its AR mirrors. In one of the mirrors, users could stand in front of it and scroll through the options to find their "new favorite way to contour". After selecting a style and clicking on the camera. The AR mirror would take the user's image and add contour to their face using the dot system.

In another one of their smart mirrors, users get to choose between lipstick, eyeliner, blusher, etc. Where they get to select the makeup and its shades, and the smart mirror would apply it to their face in real time. It also offers a compare feature where they can swipe between their new makeup and normal style to see if it is to their liking.

Social Media and AR Filters

Social Media is a powerful fashion marketplace in its own league. How AR comes into play here is through Instagram and Snapchat filters. This allows influencers to not only easily try out their products but also to market them. The best part is that it also shortens the customer journey; instead of seeing a product in a post and navigating to a separate website, users can engage with the product instantly. Not only is the experience seamless, but it is also highly shareable.

How AR Benefited Our Client

For Amazon's fifth edition of its annual summit, Amazon Smbhav, it wanted to showcase the capabilities of its advanced Amazon Freight and Amazon Shipping network. The goal was to let small and mid-sized businesses know about the extensive reach of its fleet, which spans trucks ranging from 5 to 40 feet and covers over 14,000 pin codes all over India.

To tackle this challenge, we came up with an immersive Augmented Reality (AR) experience. Attendees were given tablets at the zones to scan three interactive walls that revealed 19 individual touchpoints. Each touchpoint would trigger a voiceover that explained a specific step in Amazon’s logistics journey.

The project was a success as 3,500 visitors explored Amazon’s logistics through all 19 touchpoints. Additionally, the visitors got to learn about the expansive fleet of Amazon freight and the Amazon shipping network that connects over 14,000 pin codes across India.

While in the above case study, AR may not have been used exactly for fashion. The technology doesn't change. According to Appify Commerce, Sephora has reported a:

• 200% increase in engagement within the Virtual Artist section of the app
• 30% increase in lipstick sales.

As such, no matter if you are selling clothes, makeup, or maybe something else altogether in fashion. If AR services are what you are looking for, then contact our team of experts at Ink In Caps now and experience the increase in your engagement and sales for yourselves!