Digialtyic Technologies

SCOPE OF VIRTUAL REALITY & AUGMENTED REALITY IN FASHION INDUSTRY

Virtual reality (VR) is a computer-simulated, realistic three-dimensional environment. VR heightens a user’s sense of being in the environment and enables the user to interact with the environment. We propose that VR can be a very cost-effective way to evaluate fashion retail store designs because of the ease of developing and adjusting the store designs as well as its ability to allow users to closely mimic the real store shopping experience. Also, these benefits create an opportunity for consumer researchers to investigate realistic shopper behaviors. In order to assess the effectiveness of using VR fashion retail store models in developing store designs and in understanding the way shoppers interact with the stores, an experiment with 40 female undergraduate students was conducted. This is to share the advantage of using VR and the challenges VR uniquely presents with both fashion retailers and scholars. Implications for fashion retail store designers and managers as well as consumer researchers are discussed.

 

What is Augmented Reality or Virtual Reality?

According to Gartner Augmented reality (AR) is the real-time use of information in the form of text, graphics, audio and other virtual enhancements integrated with real-world objects. It is this “real world” element that differentiates AR from virtual reality.  AR integrates and adds value to the user’s interaction with the real world, versus a simulation.

Virtual reality (VR) provides a computer-generated 3D environment that surrounds a user and responds to that individual’s actions in a natural way, usually through immersive head-mounted displays and head tracking. Gloves providing hand tracking and haptic (touch sensitive) feedback may be used as well. Room-based systems provide a 3D experience for multiple participants; however, they are more limited in their interaction capabilities.

AR and VR Startups & Companies specializing in Fashion retail that you should know about: 

OBSESS is a platform that enables brands and retailers to create Augmented & Virtual Reality shopping experiences for mobile. Customer can access digital information and media associated with in-store merchandise thru an app. Customer can also find videos and recommendations that help in making in-store purchase decision.

AVAMETRIC is a digital 3D software platform that provides automated content creation for brands, retail, and e-commerce sales tools. Its technology enables brands to deliver accurate 3D rendering of their apparel & Accessories on customizable digital body models for web, mobile, and AR. Avametric technology creates digital garments that faithfully reproduce their real world equivalents.

VIRTUSIZE is a virtual fitting solution that enables online fashion retailers to illustrate size and fit for consumers. As they mention, their solution has been developed alongside designers, pattern makers and industry leading online retailers who share our view that garment comparison is the only way to clearly and objectively showcase size and fit.

ARKit is Apple’s augmented reality development platform for iOS mobile devices. Burberry partnered with ARKit adding a function to its app that interacts with users’ camera feeds to digitally redecorate their surroundings with Burberry-inspired drawings by the artist Danny Sangra.

MODIFACE, acquired by L´Oréal in March 2018, is an augmented reality-based application that allows users to simulate live 3D makeup, skincare assessment and photo-realistic hair coloring.

HOLITIONFormed as a venture start-up to explore and expand the role that technological innovation can play in communicating with today’s new digital consumer, Holition is a synthesis of luxury marketers, retail specialists and cutting edge leaders in 3D technology (e.g. Magic Mirror, Virtual try-on).

VALTECH is a digital consultancy providing strategic business solutions with technical power & creative edge. Above you can see how Decathlon used VR, and developed by Valtech, to show their Quechua Tents.

SYMPHONY RETAIL AI is a global provider of Artificial Intelligence-enabled decision platforms, solutions and customer-centric insights that drive validated growth for retailers and CPG manufacturers, from customer intelligence to personalized marketing, and merchandising and category management, to supply chain and retail operations.

TAKELEAP is an Interactive Marketing and Technology Media agency with expertise in Virtual Reality, Artificial Intelligence, Projection Technologies, Hologram, App Development and Augmented Reality.So, it´s clear and it´s not about the future. AR and VR are already powerful technologies for brand-consumers interactions.

 

 

 

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