Technology in retail…do you like it?
I do not enjoy shopping. I want to get into the store and out as quickly as possible. And given my background in AR, and VR I have started to think more about the relationship between fashion and technology.
For me heading to a store and trying on garments quickly would allow me a way to try many things quickly. I can already think of the features….
1) Step in front of mirror
2) Choose a shirt, pants, shoes, accessories
3) Email a video to my significant others for advice
4) Buy, grab the clothing from an associate and go!
Have you ever thought about the relationship between technology and fashion?
Probably not, technology is seen as complex and when you think of fashion, you think of clothes. Does a relation between the two even exist? The answer is yes. In fact, it’s not just any technology, it’s virtual and augmented reality (VR and AR)- they have entered the fashion industry and are here to stay.
AR may have entered the fashion industry beginning with Converse, back in 2010, when they released The Sampler, a mobile app that allowed people to try on a pair of converse without physically trying them on. People could see how the shoes looked on them by pointing their iPhone camera at their leg, and the shoe would appear on their foot. This is the magic of augmented reality.
Many brands have followed along and invested in the technology, including Topshop, Nike, Tommy Hilfiger and Coach. The Gap has taken initiative with the development of their DressingRoom app, which will allow customers to digitally try on clothes and make purchases within the app.
A London-based virtual fitting room company called Metail partners with fashion brands, providing them with a “try-before-you-buy” AR solution. The application aims to boost business, and can increase sales by 22%. Metail has partnered with multiple brands and companies worldwide and has won multiple awards, most recently, a Techie award for Retail & Innovator of the Year.
Unsurprisingly, augmented reality also has a place within the beauty industry. Brands such as Sephora, Charlotte Tilbury and Rimmel have all launched AR applications that allow people to try on makeup products through filters on their phones- just like those Snapchat filters that are so popular!
So far, I have only touched on the topic of AR apps, which support online shopping- something that people love to do. But what about getting customers to actually step inside of stores- how do companies do that? With technology, of course.
Brands can bring AR and VR technology right into their stores.
Many people dread trying on clothes in the fitting rooms because the process is long, there are often lineups, and making trips back and forth to the change room is not so fun. The whole ordeal can be pretty annoying but, with technology, virtual mirrors can record one’s measurements with real-time skeleton tracking and display perfect-sized garments on a virtual model of them. Customers can swipe through different outfits and mix and match different clothing and accessories. Imagine walking into a fitting room, just standing there and looking your best- much easier than running around the entire store.
Integrated AR and VR technology will not only make current customer experiences fun and engaging, but it provides a great chance for companies to acquire new customers who may not have tried on their clothes before.
VR and AR will change the way consumers interact with fashion brands. Technology can transport shoppers to major fashion districts, like Paris or New York, where they can shop one of a kind boutiques and special brands and allow them to get that full immersive experience, as well as experience fashion culturally. Alap Parikh, a new media developer trying to bridge the worlds of art and technology, said “When you’re buying something, you imagine wearing it in a certain context. If you could be transported to that environment you have a better idea of what it’s like than trying it on in the fitting room.”
Technology is evolving quickly. And it is changing and enhancing store experiences and marketing initiatives, which overall strengthens brand image and customer experience.
I am designing systems that can be version 1.0 of what will eventually be a future holodeck and that to me is very exciting! WHat do you think would you embrace technology in retail? Would it make retail unnecessary?
Sources:
http://www.highsnobiety.com/2016/07/25/augmented-reality-examples/
http://bkaccelerator.com/interview-the-impact-of-virtual-augmented-reality-on-fashion/
https://www.businessoffashion.com/articles/fashion-tech/virtual-reality-growth-engine-for-fashion
http://www.huffingtonpost.ca/awane-jones/virtual-reality-fashion_b_10069340.html
https://www.eonreality.com/portfolio-items/spring-illusion-city/
https://www.engadget.com/2017/01/30/gap-augmented-reality-dressing-rooms/
