The world of fashion is all about creating new worlds and extending new collections and now Extended Reality (XR) is making ways to bring these two components together.
Innovation is a never-ending process and new technologies such as metaverse and immersive cloud are finding new ways to function in society. The world of fashion is all about creating new worlds and extending new collections and now Extended Reality (XR) is making ways to bring these two components together. Extended reality refers to all real-and-virtual collaborative environments and human-machine interactions generated by computer technology and wearables. It’s a type of metaverse that includes representative forms such as augmented reality, augmented virtuality, and virtual reality and the areas interpolated among them. Now, the scope of this technology is expanding steadily, which can be gauged from the fact that 71% of consumers say they would shop more often if they used AR.
By creating a virtual world and incorporating elements like different clothing, restricts the need to travel and sets up expensive infrastructure.
What is XR? So, what does all this mean to the fashion sector? First, let's examine and try to understand the future of virtual reality in fashion.
360-degree video for Virtual Reality in Fashion
Problem: Lack of spherical videos or immersive videos to showcase new products in depth.
Solution: The Fashion industry is always the frontrunner when it comes to adopting new technologies to optimize the customer experience. 360-degree videos are an indispensable component of VR. A 360-degree video is shot using unique omnidirectional cameras. These videos can also be interactive where the viewer has the option to interact with other elements.
VR for fashion retail, apparel, and footwear employ 360 videos as a new way to market their content intelligently. These videos are engaging and bring excitement to customers as they haven’t experienced anything like this before.
3D digital scanned assets can be created using 360 videos using multiple images taken and then stitched together; the post-production process is relatively similar to creating gaming and other digital VR for fashion retail mixed reality content.
Virtual Fitting Room
Problem: Customers want to try on new clothes and check the fitting without stepping out of their comfort zone to make the right choice and waste less time while actually buying the product.
Solution: A virtual fitting room is an answer to all such problems. With this immersive cloud technology, shoppers can try out new looks or beauty products without actually touching them. Augmented reality helps place items over live imaging of the customer. The customer gets to experience cutting-edge technology in virtual fitting rooms without getting tired or uncomfortable always trying out new clothes.
A virtual fitting room plugs into an online store where shoppers can create an avatar with basic measurements and body shape selections, which are unique to each shopper. The solution is size-inclusive, allowing them to find their perfect fit and size. The fit recommendation engine maps sizes and garment patterns to the customer's unique measurements
Shoppers can personalize their avatar’s face, skin tone, and hairstyle. An easy and fun way to make shoppers remain engaged.
It’s predicted that the global virtual fitting room market will grow from $3 million in 2019 to $6.5 million by 2025. That’s a compound annual growth rate of 13.44%.
Problem: Ordering something online becomes a hassle because of the supply chain and the logistics of delivering a physical product to the customer’s door.
Solution: Online avatars or Direct-to-Avatar is an emerging technology that enables selling products directly to avatars. Digital identities help bypass every burden and allow retailers to sell items directly to customers who project themselves as avatars. The digital avatar is built precisely according to the user's biometric and personal information. 3D renders are available from different catalogs to choose from that can further be customized as per your choice.
Power to Alter Reality (Augmented Reality)
Problem: Not being able to impart extra information about the designing and manufacturing process of a product.
Solution: The overlaying of digital content on top of the natural world is known as Augmented Reality. AR allows users to interact with both the natural and digital worlds. It can be used via smartphones or headsets like Microsoft's HoloLens.
AR can alter a user's perception of reality.
Much of the opportunity for AR in fashion is focused on downstream consumer interest and experiences. AR can also be used to share upstream transparency details to curtail rising issues around sustainability concerns. It allows customers to learn more about how and who made the product.
The popularity of AR has increased both in the upstream and downstream workflows due to its ability to provide accessibility. By not wholly restricting the user's vision, along with the vast potential of untethered usage, AR comes with a new hope. As a result, we can expect to see increasing AR content coming to the fashion sector.
Augmented reality technology offers customers the ability to visualize products in real-time. Such use cases demonstrate how AR can alter a shopper's experience.
Training and Education
Problem: Lack of awareness about established and future technologies operating across the fashion industry lead to staggered functionality.
Solution: To bring about the best practices in the extended supply chain for businesses such as retail stores, we need to impart knowledge to the next generation.
By introducing new immersive cloud technologies to monitor and maintain inventory helps make training enjoyable by sharing the most advanced and sophisticated methods.
This form of education that includes XR can help speed up learning and awareness of the established and future technologies that apply to all chains offered.
Many businesses take advantage of XR using technology adoption and training for new recruits, avoiding expensive travel.
Need of VR for Fashion Retail
It’s only a matter of time before the fashion industry adopts this model. More will move to XR as people keep on noticing the creativity it offers and how it fulfills their needs. Introducing new and established technologies like metaverse for virtual stores, online avatars brings a wide array of benefits.