Technology is changing fast and is becoming a part of our daily use. Let's take a look at how the fashion industry is keeping up with these new technologies.
All the major studies on the state of fashion predict retailers will invest in these new technologies. The State of Fashion 2018 writes “more than 75% of fashion retailers plan to invest in AI in 2018/2019.” That number is huge, but also very real. Here is why.
Big retailers are already taking advantage of the existing technology and what it can offer them. Technology is helping sellers reach customers and get them to spend more. If you are able to try something at home, maybe something a store near you didn’t have and you can easily order it from the comfort of your home you will be most likely to buy it. These apps help customers visualize how something will look on them without the hassle of actually trying clothes on or waiting in lines for fitting rooms. Let’s take a look at some of those apps.
In the April of 2018, Zara created this cool augmented reality app that enables you to see and shop the look/collection that AR enabled you to see in front of you as if you were sitting at a fashion show. It was an instant hit and has trended on social media.
This app was one of the pioneers in retail AR back in 2010, it helped Converse lovers try their sneakers - the classics of the new collection. It was also possible to purchase the sneakers.
Uniqlo, known for quality clothes and good customer service created this AR experience back in 2012 with big mirrors and LCD screens that let you choose clothes and colors without actually going to the fitting rooms.
Similar to Uniqlo, Topshop, Timberland as well as many others retailers have implemented augmented reality mirrors in their marketing campaigns as a way to entertain and attract shoppers.
Lacoste created a modern and young looking application which attracted more than 30,000 users that engaged and used the apps AR features. Essentially, a shopper would open the app, answer a few questions, browse through shoes and sneakers and then try them on. They could see different color variations and prices.
Let's see what is happening in the cosmetics world because AR is quite successful there.
This app, also created by Modiface is very popular on Itunes and ranks pretty high on #44 with ratings of 4.7 from almost 20,000 obviously happy users. And there is a good reason for that, the app is actually pretty great. You can browse through all the products and try them on your face at that moment. The result you see through AR is pretty fascinating.
L’Oreals app created a lot of heat. L’oreal bought a company called Modiface, they were a major AR beauty company that created many customs augmented reality apps (eg for Sephora, Estée Lauder). Interestingly, not often mentioned, Meitu, a Chinese AR beauty company is worth billions.
Similar to the apps, the Magic Mirror is literally a big mirror in which you can try different looks that show an accurate image of how you would look with different makeup looks. A team that created this is again Modiface. Customers love it because it enables you in a matter of seconds to see how a certain look would fit you. No need to actually spend time painting your face or buying those products in advance. This creates happier customers because it saves customers money by not buying the wrong products and hence spending that amount on things they will actually be happy about. Increase in sales after introducing Magic Mirror showed exactly that.
Ray-Ban offers its customers an augmented reality app that helps to choose the right glasses and sunglasses. It shows you all the Ray-Ban assortment and helps with the shopping itself.
2.7 review / 89 ratings / https://itunes.apple.com/us/app/ray-ban-virtual-try-on/id900630471?ls=1&mt=8
Here are some numbers to close with. By 2022 over 120,000 stores will be using AR globally. By 2020, 3% of e-commerce revenue will be generated because of augmented reality experiences. That equates to US$122 billion in revenue worldwide. The conclusion? Adapt fast!
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