True-to-life representations in the fashion industry have increased as a new innovative and dynamic shopping experience for consumers. Therefore, a virtual try-on is now the central solution for brands appealing to attract customers through technological means.
Many companies are looking to embrace connectivity with consumers and gain a competitive advantage in the market. Thus, augmented reality and 3D Virtual Spaces have immersive elements to virtually recreate environments like fitting rooms or online stores.
With virtual try-on technology, users may contextually visualize an item and customize style, size, and fit before making a purchase.
Luxury Brands Taking On the Try-on Trend
High fashion is one of the most resilient industries, and digitalization has continuously improved its creative process. In addition, major luxury brands are expected to enhance the shopping experience with virtual try-on technology.
French brand Dior collaborated with Snapchat to allow its users to test out its new models from their own devices. Dior is among the first luxury brands to offer AR try-ons for sneakers using Snapchat’s latest technology.
Dior is now aiming to provide their prestigious products with a premium shopping experience using 3D Virtual Spaces to simulate a luxury store. This virtual boutique offers retail therapy for those who want to freely wander around the space and freely interact with their products.
Similarly, high fashion brand Gucci adopted augmented reality as one of its app functions. The new feature allows buyers to try their Ace Sneakers line.
Luxury brands are also taking advantage of virtual models and avatars combined with augmented reality to promote their latest products.
Retail and the Implantation of Virtual Try-on
Visualizing products with added customization elements allows customers to immerse themselves in a brand. The future of retail is highly orienteered to digitalization and its many benefits. Virtual try-on experiences can make a significant difference in sales and marketing.
Brands like Burberry said virtual try-ons are becoming an “inspiration phase” along the buying journey.
Major Benefits for Brands
- Virtual Browsing: Showcasing a realistic simulation of a luxury store, from digital devices and smartphones, is the most convenient and accessible way of shopping. Additionally, virtual stores are set up for brands across a range of different industries, and each of them has numerous options to implement them.
- Unlimited Product portfolio: Besides convenience, brands can show unlimited number of garments to buyers without having to produce them in real life. Designers can also display their new designs and test them before moving into the manufacturing step.
- Interaction with products: Consumers have complete freedom of trying and choosing products at their own pace. This technology applies very well to shoes, apparel, accessories, jewelry, and make-up. Therefore, clients have the opportunity to browse a product before purchasing it.
- Trying on Merchandise: VR and AR both offer customers the chance to visualize a specific garment. Tiffany & Co. created an app that allows you to virtually try on big diamond engagement rings by changing the skin tone of the Tiffany hand model.
- Increases buyer’s confidence: Replacing time-consuming dressing room experiences, virtual try-on improves buyer’s confidence by finding out the right product within a short time frame. This further reinforces the loyalty of happy and satisfied consumers.
Virtual Try-on Supports Sustainability
Aside from the alluring designs and immersive experiences, virtual try-on helps luxury brands, especially fashion labels, to tackle a pressing issue: climate change. These labels heavily rely on the huge consumption of physical clothing, contradicting sustainability measures. Therefore, as one of the most polluting industries, it has to take up methods and strategies that are inclined towards green living.
Virtual try-on helps brands analyze the consumption levels and trends. This prevents production of underperforming collections that can end up in landfills, polluting land. It also makes both consumers and brands a part of an ecological movement to reverse the effects of climate change.
The Next Big Thing in Virtual Shopping Experiences
Fashion companies pursue innovative and impeccable products as well as quality service for potential clients. Try-on’s latest technologies improve a customer’s needs in the digital era. The goal is to create experiences that drive impact, visits, and higher revenue. As a bonus, it also supports sustainability efforts. Furthermore, 3D Virtual Spaces used to create augmented and virtual reality are the most requested tools to materialize try-on projects in the fashion industry.