Diversity is the buzzword in the fashion industry, with major brands taking big strides to transform the sector into a more diverse one. For instance, Fall 2021 was the most racially diverse season in the history of fashion, with over 43% of models hired for the Big Four fashion shows (London, Milan, New York, and Paris) being models of color. However, the industry still has plenty of room for improvement. This is particularly true in the world of e-commerce.
Although many sites are presenting a wider range of models on their websites, most are still holding the reins of power. Although shoppers can view items of clothing and accessories on models that have similar sizes and body shapes, they often cannot see how clothing would actually fit their own body. Augmented Reality (AR) is taking virtual shopping to the next level, offering customers an ultra-personalized experience that gives them back the power they seek.
How Do Virtual Fitting Rooms Work?
Virtual fitting rooms enable customers to try on products virtually to see how items look on their bodies. Brands like Macy’s, Walmart, and Adidas are relying on different types of software to offer customers a more realistic virtual fitting room experience. For instance, some invite customers to view chosen items on digital models with a similar body shape to their own. Others ask clients to indicate their specific measurements to a personalized avatar can be created. Yet others use almost 90 points of measurements to scan the customer’s body (via smartphone). The result is an ultra-realistic model that customers can use to see how different items (ranging from clothing to accessories) fit.
AR in the World of Accessories
AR is not just about clothing materials; it is also heavily used in sectors such as footwear and jewelry. For instance, in the world of wedding jewelry, couples can simply choose their wedding band or engagement ring style, place their smartphone over their hand, and see exactly how their chosen items will look on their fingers. It is a big leap for online wedding jewelry designers since wedding items tend to be a significant investment and couples may be reluctant to purchase luxury items they have not tried on previously. Shoes are another important accessory in the world of AR try-ons. Apps like Wanna Kicks allow customers to see how a plethora of sneakers would look on their feet, enabling them to narrow down their choices or even make a direct purchase.
Making it More Diverse
Many of the most popular types of software allow for a degree of personalization that is restoring power to customers. No longer do shoppers have to see how items would fit on models of different genders and skin tones, for instance. For an idea of how diverse virtual fitting rooms have become, check out apps like Goodstyle. The latter invites you not only to take a selfie, but also to specify your skin type, gender, body type, and more details that make the shopping experience more diverse and personal all at once.
A wide range of brands (ranging from Gucci to Adidas) is relying on AR technology to make shopping more personal and diverse. Forget about models who are ‘similar’ to you and see how your chosen items would actually look like on your body, feet, or hands. From jewelry to sneakers, there are a host of items that are just a click away and thanks to AR, you don’t need to take your car out to the mall to see if they are ‘right’ for you.
