How Virtual & Augmented Reality Is Reshaping the Fashion Industry's Future?
- Afroditi Christoforou
- Apr 4, 2022
- 2 min read
Updated: Apr 5, 2022
The fashion industry is one of the most influential and progressive sectors of the global economy. It has been affected by several factors over the last two years, such as the Covid-19 virus, economic instability, and digital transformation.
New technologies have changed consumer trends and needs. As a result, fashion industries have identified virtual and augmented reality as the next big thing.
The truth is that VR/AR are more engaging technologies and provide user immersion, unlike any other technological advancement. Using these new trends to connect and engage with customers can become highly effective and necessary tools for businesses.
Brands that embrace augmented and virtual reality
Different big brands have introduced this virtual shopping experience. Tommy Hilfiger was one of the first retailers that launched a unique virtual reality shopping experience, in which clients got to enjoy a virtual fashion journey via the Samsung GearVR headset.
Similarly, Asos is a fashion brand that embraces incorporating cutting-edge technology into its product lines. Customers had the opportunity to utilize the technology during the lockdown by aiming their smartphone camera at any flat surface and just pressing the AR button on a product inside the ASOS app.
Buyers were able to view models wearing the products in a real-life environment through a demonstration.
What about virtual fashion shows?
During the pandemic, stores were closed, fashion shows were canceled or replaced with virtual ones, and many new collections were delayed. This new reality forced some brands to get creative in the virtual space.
Moschino: The designer created a new collection of doll-size outfits shown on a runway by marionette dolls.
Khaite: This girl-fashion brand incorporated augmented reality into a presentation, allowing "guests" to view products by scanning a QR code in a specific book delivered to their homes and having the items appear as 3D renderings on their phones.
It is predicted that augmented and virtual reality will continue to develop and become an indispensable tool in the fashion industry. It also seems that customers have come to terms with technological transformation and are prepared to see numerous market trends become a reality in the future.
Who knows? Maybe, someday there may be only virtual fitting rooms.
Virtual and Augmented Realities are the next big things, as you mention. Fashion Industries have found new ways to get involved with audiences during lockdowns. Personally, I have been getting informed about the latest fashion shows and trends via social media. However, it seems that these new immersive technologies hold the power to transform the way people engage with fashion industries. Especially VR and AR technologies give clients the possibility of getting a better idea of a product they would like to buy. Additionally, the ASOS app with the model demonstration gives the options of customization and outfit generation, which I think are very useful for users. (Especially, people, like me, who can't find what to wear.) Finally, "virtual fitting…