How Augmented Reality (AR) Impacts the Fashion Industry

Top 7 Applications of Augmented Reality in Fashion 

Given our extensive background in AR/VR development services, we have highlighted the most prominent uses of AR experiences in this space. In our opinion, the top 7 applications are:

• AR magic mirror tool;
• AR virtual showroom;
• AR apparel fitting;
• AR product configurator;
• Virtual avatar;
• AR filters for social media;
• AR makeup sampling.

1. AR magic mirror tool

AR mirrors in stores can project virtual clothes onto a customer’s reflection, helping them visualize how an item would look on them before making a purchase. Such mirrors are equipped with cameras to capture the user’s live image in real time. 

Thus, while the AR software processes the live video feed, detecting the user’s body or specific parts such as feet for shoes or wrists for watches, advanced algorithms analyze the user’s movements and body shape to accurately position the virtual items. This allows customers to virtually try on various outfits and experience how clothes fit and move on their body, creating a more engaging and realistic shopping experience.

2. AR virtual showroom

A virtual showroom is a digital platform leveraging Augmented Reality in fashion to showcase products and enable interactive engagement with them. AR virtual showrooms overcome the limitations of physical space and location by providing interactive and personalized shopping experiences that can be accessed globally from anywhere in the world.

Balenciaga, for instance, uses AR virtual showrooms to showcase its collections. By creating a digital space where customers can explore the latest designs, Balenciaga offers an interactive shopping experience that sets the company apart in the luxury fashion market.

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3. AR apparel fitting

Once the user selects a dress, a skirt, shoes, etc., the AR try-on system overlays a 3D image of the item onto the user’s reflection. The virtual item adjusts in real time as the user moves, providing a realistic preview of how the product would look in different poses and angles. This way, AR allows customers to “try on” clothes, accessories, or makeup without physically wearing them, through a digital device such as a phone or tablet.

Moreover, AR can be integrated with AI to provide real-time styling advice. For instance, an AR app can suggest complementary accessories or alternative outfits based on the user’s current wardrobe.

4. AR product configurator

An AR product configurator is a digital tool that allows users to visualize any fashion product in real time using AR. Such a configurator typically consists of the following components:

• 3D modeling. The product is first modeled in 3D, making it viewable from multiple angles.
• Customization options. Customers can select from various materials, colors, patterns, and other attributes to customize their product.
• AR visualization. Then customers can see how it would look in real-life scenarios.
• Real-time rendering. The AR configurator renders the product in real time, providing an immersive experience.

For example, Nike and Adidas’ AR configurators allow customers to design and customize their own shoes.

5. AR filters for social media

AR filters are interactive overlays that can be applied to photos and videos on social media platforms. These filters use the camera of a smartphone or tablet to overlay digital elements onto the real world, creating an interactive experience. 

Popular AR applications like Snapchat filters demonstrate this concept by overlaying digital hats, glasses and more on the actual physical world seen through your device’s camera.

6. Virtual avatar

For certain items, such as dresses or shirts, an avatar becomes imperative. This representation can take many forms, ranging from a simple 2D icon to a complex 3D model that closely resembles the physical appearance of the person it represents or an entirely imagined creature. 

Virtual avatars can be created using various technologies, including 3D scanning, computer-generated imagery (CGI), and Artificial Intelligence (AI). In this scenario, the software utilizes these technologies to scan the customer’s physique and incorporate their unique attributes into their avatars. Less advanced solutions may only provide a fixed selection of avatars.

7. AR makeup sampling

With AR makeup sampling, customers can try on different makeup looks, from subtle to dramatic, without having to apply actual makeup. This way they can experiment with different hairstyles, colors, and textures without having to make any permanent changes.

An example is Sephora’s AR filter that offers a virtual makeup try-on. Users can experiment with different shades of lipstick, eyeshadow, and other makeup products, helping them make informed purchasing decisions.

Now that we’ve explored the diverse applications of AR in retail and fashion, let’s proceed to some real-world examples of how Augmented Reality is being applied in this creative industry.

Examples of Augmented Reality Technology in the Fashion Industry

To get the full picture, here are compelling case studies that demonstrate the transformative impact of Augmented Reality in digital fashion.

Prada’s virtual try-on experience

Prada is experimenting with a hands-free AR try-on experience enabled by a new tool that utilizes gesture recognition. Customers can set down their phone, step back, and remotely alter the colors of various Prada purses through intuitive “swiping” motions — allowing them to visualize how the items would appear without remaining tethered to their device.

Fendi’s virtual dressing room

Fendi has introduced virtual dressing rooms that resemble video conferencing solutions, equipped with specialized high-quality cameras. These cameras were designed to capture accurate color representations, allowing customers to visualize products more realistically, mimicking the in-person shopping experience they are accustomed to.

Fendi’s innovative approach has extended beyond virtual dressing rooms. They have developed an AR-powered styling tool that empowers client advisors to create personalized looks for customers. These curated ensembles can be viewed remotely, allowing clients to evaluate multiple options from the comfort of their homes before making a purchase. 

Benefits of Using AR in the Fashion Industry

As more fashion brands adopt this technology, it’s clear that AR is not just a passing fad but a fundamental shift in how fashion is designed, marketed, and consumed. Here’s a closer look at the key benefits of using AR in the fashion industry, including:

• Enhanced shopping experience. AR-powered apps allow users to virtually “try on” clothes using their smartphones or tablets by overlaying 3D models onto their own bodies without ever stepping foot in a store. This not only saves time and effort but also reduces the environmental impact associated with returns and overproduction.
• Personalized fashion recommendations. By analyzing customer data from virtual try-ons, AR apps can suggest outfits, offer style advice, and even create customized virtual avatars that reflect individual tastes. Tailoring the experience to this degree empowers companies to build more meaningful customer relationships and solidify brand loyalty.
• Interactive marketing campaigns. Imagine exploring a virtual runway show, interacting with 3D product displays. Beyond practical applications, AR is breathing new life into fashion marketing and storytelling. This approach captivates audiences and leaves a lasting impression.
• Reduced return rates and higher return on investment (ROI). As stated in Shopify’s Fashion Industry Report, the adoption of immersive visualization has resulted in a 40% reduction in returns. Enhancing customer retention also aids fashion retailers in enhancing their return on investment; serving repeat customers typically costs 5 to 25 times less than acquiring new ones.
• Immersive design and resource consumption. Designers can use AR to visualize their concepts in 3D before they are physically produced. This allows for greater experimentation with shapes, colors, and materials, leading to more daring designs and minimizing waste.

So, AR is not just transforming how fashion is marketed and sold; it’s also influencing the creative process itself. However, as the fashion industry leverages AR within these areas, certain challenges remain to fully realizing its potential benefits.

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Challenges of AR Implementation in Fashion

It is likely that many of these challenges will be mitigated, but for now, they represent significant roadblocks on the path to widespread AR adoption in fashion.

• Technical hurdles. To improve accuracy in body tracking, realistic fabric rendering, and device compatibility, the key challenge is overcoming issues such as lag and glitches that can deter users. Implementing Machine Learning for precise body tracking and refining rendering techniques for lifelike fabric representation is the best approach to tackling these obstacles effectively.
• Compatibility issues. Developing AR experiences that work across different platforms such as iOS, Android, or web browsers adds another layer of complexity. Ensuring compatibility and performance across all these platforms is a significant technical challenge that requires careful planning and extensive testing.
• Content creation. In fashion, keeping up with seasonal trends means quickly making new AR content such as detailed 3D models of clothes and accessories. Updating this content to match inventory changes, prices, and promotions also demands continuous investment in time and resources. Implementing automation tools for generating 3D models and streamlining content updates can significantly reduce the time and resources required for these tasks.
• Integration with existing systems. For AR to be truly effective, it needs to be integrated seamlessly with a brand’s existing systems, including e-commerce platforms, inventory management, and customer relationship management (CRM) software. For instance, integrating AR experiences with online checkout systems, syncing virtual and physical inventories, and ensuring a seamless transition from AR interaction to purchase requires strong API integrations between AR experiences and online checkouts.

Despite these challenges, the potential benefits of AR in fashion are too significant to ignore. With a collaborative approach and focus on continual improvement, the transformative power of AR can be fully realized. 

How HQSoftware Сan Help You

At HQSoftware, our team of developers can help your fashion brand leverage AR to create immersive and engaging experiences for your customers, driving sales and enhancing brand loyalty. We offer a comprehensive suite of AR development services, including:

• Virtual try-on solutions. We can build customized virtual try-on experiences that allow customers to visualize clothing on their own bodies, eliminating the need for physical fittings and reducing return rates.
• AR-powered styling tools. Our developers can create AR-enabled styling tools that empower your sales advisors to create personalized looks for customers, enhancing the shopping experience and driving sales.
• Interactive product visualizations. We can develop AR experiences that bring your products to life, allowing customers to explore details, textures, and colors in a more engaging way.
• AR-enhanced marketing campaigns. We can create interactive AR campaigns that capture attention, drive engagement, and promote your brand in innovative ways.

Contact us to know more about AR development services for the fashion industry.