Is the future of fashion found on a smartphone screen? Welcome to the world of Augmented Reality (AR), where the boundaries between the physical and digital are blurring faster than ever. This technology isn’t just a complement to familiar fashion retailing; it transforms it. No longer contained to descriptions on web pages, clothing comes to life before our eyes through interactive 3D models and virtual try-ons.
The global Augmented Reality market is expected to explode in the next decade, reaching a staggering $597 billion by 2030. This rapid growth shows how AR is becoming increasingly important in many industries as the technology improves and finds new uses.
At HQSoftware, our experience developing numerous AR/VR projects helps us understand the potential benefits of AR for retail in the fashion industry. So, let’s explore the impact of AR on building a sustainable fashion industry and examine the benefits it offers to both businesses and consumers.
What Is the Difference Between Augmented Reality and Virtual Reality?
Virtual Fitting Room by HQSoftware
Top 7 Applications of Augmented Reality in Fashion
Examples of Augmented Reality Technology in the Fashion Industry
Benefits of Using AR in the Fashion Industry
While both Virtual Reality (VR) and Augmented Reality solutions aim to enhance our experiences through digital means, they take distinct approaches and cater to equally distinct consumer needs. To better understand the key differences between these two concepts, let’s take a look at this comparison table:
| Virtual Reality | immerses users in a completely digital environment, transporting them to a different world. This is achieved through VR headsets that block out the physical surroundings and replace them with a fully simulated experience.
In fashion, VR allows people to attend virtual fashion shows from home or explore digital stores showcasing the latest collections. |
| Augmented Reality | overlays images, videos, or 3D models onto the real world through a device such as a smartphone, tablet, or AR glasses. A key principle of AR is that it enhances natural perception instead of replacing it.
In fashion, AR can seamlessly overlay virtual outfits, fabrics, or patterns directly onto live camera views of the physical world and one’s own body. Users maintain awareness of their actual surroundings even as digital elements are inserted. |
So in essence, AR is perfect for making shopping easier and more fun, while VR lets fashion brands create unique experiences that really draw people in.
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At HQSoftware, we have engineered an app featuring an integrated virtual fitting room experience that allows users to visualize outfits on customized digital avatars before purchasing. The compatible iOS and Android app allows online shoppers to easily take several photos of themselves to generate a realistic personalized avatar. This involves capturing full-body images from multiple angles to accurately map the user’s form.
Users can then seamlessly browse and “try on” different clothing combinations in AR directly on their mobile device. To ensure successful performance even with inconsistent network connectivity, the development team optimized a proprietary SDK to smoothly share all necessary user and fitting data between the retailer’s platform and mobile app without loss of fidelity.
With this fully-functional virtual fitting solution, it’s possible to provide shoppers with a highly engaging mobile shopping experience that can reduce return rates by up to 30%.
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 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.
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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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.
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:
For example, Nike and Adidas’ AR configurators allow customers to design and customize their own shoes.
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.
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.
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.
To get the full picture, here are compelling case studies that demonstrate the transformative impact of Augmented Reality in digital fashion.
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 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.
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:
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.
How do modern businesses use AR to increase their revenues and outperform their industry competitors?
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.
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.
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:
Contact us to know more about AR development services for the fashion industry.
HQSoftware Founder
Having founded the company in 2001, uses his broad knowledge to drive the company forward. Ready to share his wisdom on software development and technology insights.
What Is the Difference Between Augmented Reality and Virtual Reality?
Virtual Fitting Room by HQSoftware
Top 7 Applications of Augmented Reality in Fashion
Examples of Augmented Reality Technology in the Fashion Industry
Benefits of Using AR in the Fashion Industry
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