{"id":216,"date":"2020-07-21T16:20:09","date_gmt":"2020-07-21T10:50:09","guid":{"rendered":"https:\/\/www.digialtyic.com\/blog\/?p=216"},"modified":"2020-07-24T09:58:18","modified_gmt":"2020-07-24T04:28:18","slug":"scope-of-virtual-reality-augmented-reality-in-fashion-industry","status":"publish","type":"post","link":"https:\/\/www.digialtyic.com\/blog\/scope-of-virtual-reality-augmented-reality-in-fashion-industry\/","title":{"rendered":"SCOPE OF VIRTUAL REALITY &amp; AUGMENTED REALITY IN FASHION INDUSTRY"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/miro.medium.com\/max\/464\/1*xmoFK8LFgnoqEiDugV9rmw.jpeg\" alt=\"\" width=\"589\" height=\"345\" \/><\/figure>\n\n\n\n<p><span style=\"color: #000000\">Virtual reality (VR) is a computer-simulated, realistic three-dimensional environment. VR heightens a user\u2019s 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\u00a0to 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.<\/span><\/p>\n<p>\u00a0<\/p>\n<h5><span style=\"color: #000000\"><strong><b>What is Augmented Reality or Virtual Reality?<\/b><\/strong><\/span><\/h5>\n<p><span style=\"color: #000000\"><strong><b>According to\u00a0<\/b><\/strong><a style=\"color: #000000\" href=\"https:\/\/www.gartner.com\/it-glossary\/augmented-reality-ar\/\"><strong><b>Gartner<\/b><\/strong><\/a><strong><b>\u00a0Augmented reality (AR)<\/b><\/strong>\u00a0is 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 \u201creal world\u201d element that differentiates AR from\u00a0<a style=\"color: #000000\" href=\"https:\/\/blogs.gartner.com\/it-glossary\/vr-virtual-reality\/\">virtual reality<\/a>.\u00a0 AR integrates and adds value to the user\u2019s interaction with the real world, versus a simulation.<\/span><\/p>\n<p><span style=\"color: #000000\"><strong><b>Virtual reality (VR)<\/b><\/strong>\u00a0provides a computer-generated 3D environment that surrounds a user and responds to that individual\u2019s 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.<\/span><\/p>\n<h5><span style=\"color: #000000\"><strong><b>AR and VR Startups &amp; Companies specializing in Fashion retail that you should know about:\u00a0<\/b><\/strong><\/span><\/h5>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"http:\/\/www.obsessar.com\/\"><strong><b>OBSESS<\/b><\/strong><\/a>\u00a0is a platform that enables brands and retailers to create Augmented &amp; 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.<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"https:\/\/www.avametric.com\/\"><strong><b>AVAMETRIC<\/b><\/strong><\/a><strong><b>\u00a0<\/b><\/strong>is a\u00a0digital 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 &amp; Accessories on customizable digital body models for web, mobile, and AR.\u00a0Avametric technology creates digital garments that faithfully reproduce their real world equivalents.<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"https:\/\/www.virtusize.com\/site\/\"><strong><b>VIRTUSIZE<\/b><\/strong><\/a><strong><b>\u00a0<\/b><\/strong>is a\u00a0virtual fitting solution that enables online fashion retailers to illustrate size and fit for consumers.\u00a0As they mention, their solution has been\u00a0developed alongside designers, pattern makers and industry leading online retailers\u00a0who share our view that garment comparison is the only way to clearly and objectively showcase size and fit.<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"https:\/\/developer.apple.com\/arkit\/\"><strong><b>ARKit<\/b><\/strong><\/a>\u00a0is Apple\u2019s augmented reality development platform for\u00a0iOS mobile devices.\u00a0Burberry\u00a0partnered with ARKit\u00a0adding a function to its app that interacts with users\u2019 camera feeds to digitally redecorate their surroundings with Burberry-inspired drawings by the artist\u00a0<a style=\"color: #000000\" href=\"http:\/\/www.dannysangra.com\/\">Danny Sangra<\/a>.<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"http:\/\/modiface.com\/\"><strong><b>MODIFACE<\/b><\/strong><\/a>,\u00a0acquired by L\u00b4Or\u00e9al in March 2018,\u00a0is an augmented reality-based application that allows users to simulate live 3D makeup, skincare assessment and photo-realistic hair coloring.<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"https:\/\/holition.com\/\"><strong><b>HOLITION<\/b><\/strong><\/a><strong><b>:\u00a0<\/b><\/strong>Formed as a venture start-up to explore and expand the role that technological innovation can play\u00a0in communicating with today\u2019s new digital consumer, Holition is a synthesis of luxury marketers,\u00a0retail specialists and cutting edge leaders in 3D technology (e.g. Magic Mirror, Virtual try-on).<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"https:\/\/www.valtech.com\/industries\/luxury\/\"><strong><b>VALTECH<\/b><\/strong><\/a><strong><b>\u00a0<\/b><\/strong>is a\u00a0digital consultancy providing strategic business solutions with technical power &amp; creative edge. Above you can see how\u00a0<a style=\"color: #000000\" href=\"https:\/\/www.decathlon.es\/\">Decathlon\u2002<\/a>used VR, and developed by Valtech, to show their\u00a0Quechua Tents.<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"https:\/\/www.symphonyretailai.com\/\"><strong><b>SYMPHONY RETAIL AI<\/b><\/strong><\/a>\u00a0is 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.<\/span><\/p>\n<p><span style=\"color: #000000\"><a style=\"color: #000000\" href=\"http:\/\/takeleap.com\/\"><strong><b><span style=\"background-color: #ffffff\">TAKELEAP<\/span><\/b><\/strong><\/a><strong><b>\u00a0<\/b><\/strong>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\u00b4s clear and it\u00b4s not about the future. AR and VR are already powerful technologies for brand-consumers interactions.<\/span><\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.inecommerce.com\/wp-content\/uploads\/2019\/04\/Fitting-room-e1554383177427.png\" alt=\"\" width=\"493\" height=\"370\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/observer.com\/wp-content\/uploads\/sites\/2\/2020\/02\/GettyImages-942687518.jpg?resize=970,647\" alt=\"\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Virtual reality (VR) is a computer-simulated, realistic three-dimensional environment. VR heightens a user\u2019s 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 [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[57,58,24,16,59],"tags":[55,53,54,52,56],"class_list":["post-216","post","type-post","status-publish","format-standard","hentry","category-ai","category-analytics","category-automation","category-digital","category-machine-learning","tag-3d","tag-augmented-reality","tag-real-world","tag-virtual-reality","tag-virtuality"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SCOPE OF VIRTUAL REALITY &amp; AUGMENTED REALITY IN FASHION INDUSTRY - Digialtyic Technologies<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digialtyic.com\/blog\/scope-of-virtual-reality-augmented-reality-in-fashion-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SCOPE OF VIRTUAL REALITY &amp; AUGMENTED REALITY IN FASHION INDUSTRY - Digialtyic Technologies\" \/>\n<meta property=\"og:description\" content=\"Virtual reality (VR) is a computer-simulated, realistic three-dimensional environment. VR heightens a user\u2019s 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 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digialtyic.com\/blog\/scope-of-virtual-reality-augmented-reality-in-fashion-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"Digialtyic Technologies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digialtyic\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-21T10:50:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-24T04:28:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/miro.medium.com\/max\/464\/1*xmoFK8LFgnoqEiDugV9rmw.jpeg\" \/>\n<meta name=\"author\" content=\"Harini Thangaraj\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@digialtyic\" \/>\n<meta name=\"twitter:site\" content=\"@digialtyic\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Harini Thangaraj\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.digialtyic.com\\\/blog\\\/scope-of-virtual-reality-augmented-reality-in-fashion-industry\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.digialtyic.com\\\/blog\\\/scope-of-virtual-reality-augmented-reality-in-fashion-industry\\\/\"},\"author\":{\"name\":\"Harini Thangaraj\",\"@id\":\"https:\\\/\\\/www.digialtyic.com\\\/blog\\\/#\\\/schema\\\/person\\\/ae65d1f8caa115f4e46de0778f2f090d\"},\"headline\":\"SCOPE OF VIRTUAL REALITY &amp; 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