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Augmented Reality in fashion sector
Burberry
Burberry AR shopping tool with partnership with Google with the objective of upgrading the consumers’ online experience. According to Shearsmith (2021), this app allows consumers to “visualise Burberry products in the environment around them.” With the tool, the consumers can visualise and see their Burberry products. The consumers can search the product they would like to visualise, and Google will offer an AR version of the product. The augment reality experience helps Burberry’s market reach by offering personalised luxury products. Unfortunately, the tool is only available in US and UK as of this moment.
Youfit by 3DLook
Yourfit by 3DLook is an application that offers virtual fitting room. This application “combines try on and size recommendations.” (3DLOOK, 2023) This made shopping easier and at the same time fun. Some consumers may not have time to go to physical stores or they might have enough patience to fit the clothes. This resort to online shopping. People see online shopping like a roulette. The clothing brands maybe have same sizes but may have different fitting. To have this application, it will help consumer to reach a decision to purchase the items or not. This way, less returns will be expected, and it will help lessen CO2 emissions.
Hans Anders
Hans Anders virtual try-on glasses Hans Anders is an eye wear store that offers augmented reality for consumers to help them decide about which designs they might want before purchasing.
Timberland
Timberland “Magic Mirror” is a virtual fitting room which was set up in October 2014 in a shopping centre in Warsaw, Poland. The device followed movements, scanned faces, and took photos. Then each person was match with a similar body type and then he/she can change his/her looks by changing the outfits.
Zara
Zara AR App Zara wanted to upgrade the online shopping experience of the consumers by “bringing their clothing to life both online and physical stores.” (Matera, 2018) The idea of this AR is that the consumers hold up their phones to a certain store window or mannequins to see the models come to life wearing selected items from Zara. Then all the products shown can be ordered online or can be bought in stores. The app also has “sharing” functionality where they can share a photo of the “holograms” through social media expand market reach and sales.
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