Introduced by social networks like Snapchat, which integrates by filters, Augmented Reality (AR) is still discrete in marketing devices. If you are interested in technology (and fashion obviously), you have probably seen or heard about this! For those of you who do not know, Augmented Reality is a technology that consists of superimposing virtual elements into the reality around you, in the form of images, sounds or most effectively a combination of both.
Many fashion brands have joined this trend to highlight their products and develop a real-time relationship with the user. By offering a personalized and individualized experience, the consumer is more likely to find the item that suits them best.
The five things About AR in Fashion You Need to Know:
Mirror, mirror on the wall, who’s the…
Imagine, a connected mirror … that assists you in your shopping and gives advice, it makes you dream, no? If you visit New York, this dream can be a reality by going to the Rebbeca Minkoff store. You’ll be able to use a digital mirror in the fitting rooms with the ability to choose and try out a virtual outfit catalogue. The connected mirror recognizes the item as soon as you enter the cabin, the model, the size, the color and even the style. Do you want it in another color, another size? No problem. Simply just touch the screen and identify yourself. A staff member will bring you the item in your booth in a jiffy. (Very handy when you’re mid-change in the dressing room).
I can see clearly now
It’s always difficult to search for the perfect pair of glasses that fit, match your style and flatter your face. Especially when you buy online, you don’t know if they will fit. To avoid any unpleasant surprises, Ray Ban is using augmented reality to demo their products with the Ray-Ban Virtual Mirror. It works like this: You download a 3D technology at the Ray-Ban site. Connect your web cam. Next choose a Ray-Ban you like and see how you look in the Virtual Mirror… No more unpleasant surprises. Sitting quietly in your sofa and trying a pair of glasses is now possible!
You will not look like a clown
Beauty brands also rushed to ride the wave of augmented reality : Sephora has launched an augmented reality application to allow users to try products on their phones. All you have to do is sit in front of the camera and let the program scan your face. The application uses facial recognition and AR to project a version of yourself with makeup. This gives you the opportunity to try on a number of make-up colours, shades and textures. You can even use it from home, a great way to recover from a Sunday morning spent under the covers without makeup…
The Devils wears … Zara!
Known for its speed of adaptation to the latest fashion trends, Zara launches a collection in all new forms: augmented reality. After downloading the Zara AR app, you can point your phones to the different spots, such as shop windows or delivery boxes. Then, two models are brought to life for 7 to 12 second sequences, which they will then present the current Studio Collection by posing, moving, and even talking. Obviously, all looks shown can then be ordered directly at the touch of a button or bought locally in the store. Yes! Zara’s goal is still to sell more… (And it works!)
Way less boring than normal Fashion Week
And why not take advantage of this technology to make a fashion show more exciting? Burberry is one of the few leading luxury fashion houses to experiment with augmented reality adding technology from Apple Inc. During the London Fashion Week, Burberry launched a feature on its app which let users virtually add “Burberry-inspired” drawings. The Augmented Reality feature also lets users share their altered photos to social media. A publicity stunt?
What other example of augmented reality in fashion do you know?
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Meanwhile, still trying to use my Snapchat filters…
Julie
