{"id":4152,"date":"2017-11-13T07:00:16","date_gmt":"2017-11-13T07:00:16","guid":{"rendered":"https:\/\/yeeply.com\/en\/blog\/?p=4152"},"modified":"2023-12-11T10:47:26","modified_gmt":"2023-12-11T08:47:26","slug":"augmented-reality-changing-fashion","status":"publish","type":"post","link":"https:\/\/yeeply.com\/en\/blog\/marketing\/augmented-reality-changing-fashion\/","title":{"rendered":"Augmented Reality Changing the Future of Fashion"},"content":{"rendered":"<p style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">How will augmented reality (AR) change the way that the fashion industry showcases and retails its products? And how will this influence our shopping experience in the future? <\/span><\/i><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">According to consulting firm Digi-Capital, there will be <\/span><b>900 million AR-enabled devices by the end of 2018<\/b><span style=\"font-weight: 400;\">. Does this mean that no industry will be left untouched by augmented reality? As a matter of fact, the <\/span><span style=\"font-weight: 400;\">number of industries embracing augmented reality<\/span><span style=\"font-weight: 400;\"> are still growing. Since 2016, it has become a mainstream trend for brands to apply <\/span><a href=\"https:\/\/yeeply.com\/en\/blog\/augmented-reality-ios-11\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">augmented reality<\/span><\/a><span style=\"font-weight: 400;\"> to their marketing strategy. Hence, the AR industry is predicted to reach global revenues of <\/span><b>90 billion dollars by 2020<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div style=\"text-align: center;\">\n<style type=\"text\/css\"><!--br {mso-data-placement:same-cell;}--><\/style>\n<div class=\"bt-proyecto\"><a class=\"do-not-track\" href=\"https:\/\/yeeply.com\/en\/?rel=EN-BT-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\">DO YOU NEED MARKETING SUPPORT? FIND YOUR TEAM<\/a><\/div>\n<p><span style=\"font-weight: 400;\">Furthermore, a research from <\/span><b>Digital Bridge<\/b><span style=\"font-weight: 400;\"> has shown that <\/span><b>69% of the consumers<\/b><span style=\"font-weight: 400;\"> are expecting retailers to launch augmented reality apps within the next half year. In addition, insights from Google have shown that 34% of smartphone and tablet users say they would like to try augmented reality shopping<\/span> <span style=\"font-weight: 400;\">and 61% even mentioned they would prefer to shop at stores that offer this technology. Multiple retailers and brands are noticing the effects of these consumer trends and decided to adapt to it in a technical way.\u00a0<img fetchpriority=\"high\" decoding=\"async\" class=\"alignright wp-image-4155 size-full\" title=\"person holding a smartphone with a sneaker \" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Nike-SNKRS-App-1.jpg\" alt=\"person holding a smartphone with a sneaker \" width=\"1600\" height=\"1067\" srcset=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Nike-SNKRS-App-1.jpg 1600w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Nike-SNKRS-App-1-300x200.jpg 300w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Nike-SNKRS-App-1-768x512.jpg 768w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Nike-SNKRS-App-1-1024x683.jpg 1024w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/span><\/p>\n<h2>Innovative Magazine Content<\/h2>\n<p style=\"text-align: justify;\"><b>Moosejaw<span style=\"font-weight: 400;\"> was one of the first magazines to boost interest in their catalogue applying <\/span><a href=\"https:\/\/yeeply.com\/en\/blog\/develop-augmented-reality-apps-for-mobile\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">augmented reality apps<\/span><\/a><span style=\"font-weight: 400;\">. In 2011, the brand launched an <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=KbtRgW1ePRg\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">X-Ray Reader app<\/span><\/a><span style=\"font-weight: 400;\"> from Marxent Labs<\/span><span style=\"font-weight: 400;\">, which allowed consumers to virtually undress the female and male models in their catalogue. All you had to do was download the app and point your camera to the model. In less than a second, the X-ray function showed a view of the same model, but in underwear. Although it has been quite some years ago that this app was launched, people still remember this strong effort to compete with the latest offerings of The North Face and other outdoor retailers.<\/span><\/b><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Another great marketing stunt is the one from <\/span><b>W Magazine<\/b><span style=\"font-weight: 400;\"> in their latest September issue, including an <\/span><a href=\"http:\/\/video.wmagazine.com\/watch\/inside-w-s-augmented-reality-september-issue\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">AR-powered cover of Katy Perry<\/span><\/a><span style=\"font-weight: 400;\">. \u00a0As one of the most prominent fashion magazines, this has definitely been a confirmation of the fashion world embracing AR. In partnership with <\/span><b>The Mill<\/b><span style=\"font-weight: 400;\">, a visual effects production studio, the magazine has created a computer-generated image of the pop star on the cover of the Sept. 2017 Collectors Issue. To make this possible, W Magazine created a special app called <\/span><a href=\"https:\/\/itunes.apple.com\/us\/app\/w-magazine-beyond-the-page\/id1243036584?mt=8\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Beyond the Page for iOS<\/span><\/a><span style=\"font-weight: 400;\"> and Android. Again, at first sight, the magazine looks like a classic edition until parts of it come to life when viewed through the lens of a smartphone or tablet. With this extra virtual layer, Perry\u00b4s face becomes a 3D model and it\u00b4s possible to unlock exclusive content.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-4156 size-full\" title=\"Magazine Cover with Katy Perry\" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/W-Magazine-Cover.jpg\" alt=\"Magazine Cover with Katy Perry\" width=\"800\" height=\"531\" \/><br \/>\nBut there are even more <a href=\"https:\/\/yeeply.com\/en\/blog\/why-develop-augmented-reality-apps-for-android\/\" target=\"_blank\" rel=\"noopener noreferrer\">augmented reality examples<\/a>: <b>The New Yorker<\/b> and <b>Elle<\/b> have made similar attempts, experimenting with AR covers. And it makes sense, because print editors are able to think more out of the box when it comes to creativity. According to research firm <b>MagNet<\/b>, magazine sales have fallen 53% since 2011 which caused that the pressure of standing out has become greater than ever.<\/span><\/p>\n<h2><b>360<\/b><b>\u00b0 Runway Shows<\/b><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Approximately 67% of the shoppers that get into a dressing room of a store, will become actual buyers. As people are nowadays more and more relying on the benefits of online shopping, retailers have been forced to find a way how to get people to step foot inside their stores. <\/span><b>Topshop<\/b><span style=\"font-weight: 400;\"> for example, found a way to adapt to this consumer trend. For the London Fashion Week in 2014, the fast fashion retailer partnered up with the technology agency\u00a0<\/span><b>Inition<\/b><span style=\"font-weight: 400;\">, to create a unique <\/span><a href=\"https:\/\/yeeply.com\/en\/blog\/virtual-reality-app-experimenting-new-digital-worlds\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">virtual reality<\/span><\/a><span style=\"font-weight: 400;\"> runway show. This <\/span><b>virtual front row experience <\/b><span style=\"font-weight: 400;\">enabled people to have a 360<\/span><b>\u00b0<\/b><span style=\"font-weight: 400;\"> view of the <\/span><span style=\"font-weight: 400;\">Topshop Unique<\/span><span style=\"font-weight: 400;\"> runway show. Customers in the store could simply take a seat and enjoy watching the latest designs on live stream.<img decoding=\"async\" class=\"aligncenter wp-image-4157 size-full\" title=\"woman wearing VR Glasses\" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Topshow-Unique-VR-Runway-Show-1.jpg\" alt=\"woman wearing VR Glasses\" width=\"960\" height=\"640\" srcset=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Topshow-Unique-VR-Runway-Show-1.jpg 960w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Topshow-Unique-VR-Runway-Show-1-300x200.jpg 300w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Topshow-Unique-VR-Runway-Show-1-768x512.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Augmented reality startup, <\/span><b>HoloMe<\/b><span style=\"font-weight: 400;\">, even decided to transcend virtual runway shows by creating a <\/span><a href=\"https:\/\/www.youtube.com\/watch?time_continue=0&amp;v=49Ykidyvx6E\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">holographic version of catwalk shows<\/span><\/a><span style=\"font-weight: 400;\"> for users to watch at home. HoloMe decided to team up with the British fashion brand <\/span><b>RIXO London<\/b><span style=\"font-weight: 400;\">, to enable consumers to receive and project the holograms into their own rooms by only using their smartphones. During the show, models are wearing pieces from the designer\u00b4s latest collection, using HoloMe\u00b4s software solution, which makes is possible to visualise high-quality, life-like holograms. <\/span><\/p>\n<h2>Augmented Reality Apps<\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The \u201ctry on\u201d apps form an indispensable trend when it comes to the merging of AR and the fashion world. <\/span><b>Converse,<\/b><span style=\"font-weight: 400;\"> created an app to enable customers to imagine what a product would look like on-foot without actually having to go to the store. By simply pointing your iPhone camera at your leg, you get a good impression of how the pair of shoes would look like. <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=lBQzXi04JpE\" target=\"_blank\" rel=\"noopener noreferrer\">The Sampler<\/a><span style=\"font-weight: 400;\"> app from Converse also predated other innovations like the Van\u00b4s Virtual Footwear experience in which people would step on footprints on a mat to try on different sneaker models. <\/span><b>Nike<\/b><span style=\"font-weight: 400;\"> instead, uses AR to sell the perfect hyped sneaker with the <\/span><a href=\"https:\/\/itunes.apple.com\/us\/app\/nike-snkrs\/id911130812?mt=8\" target=\"_blank\" rel=\"noopener noreferrer\">SNKRS<\/a><span style=\"font-weight: 400;\"> app. This application enables people to buy limited edition sneakers by unlocking product pages using their smartphone&#8217;s camera.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4197 size-full\" title=\"screenshots of Loreal Makeup Application\" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Loreal-Genius-Makeup-App-1.png\" alt=\"screenshots of Loreal Makeup Application\" width=\"490\" height=\"370\" srcset=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Loreal-Genius-Makeup-App-1.png 490w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/Loreal-Genius-Makeup-App-1-300x227.png 300w\" sizes=\"(max-width: 490px) 100vw, 490px\" \/>Another example of mixing digital objects with the real world to sell products, are virtual makeup apps. The <\/span><a href=\"https:\/\/itunes.apple.com\/es\/app\/makeup-genius\/id871897775?l=en&amp;mt=8\" target=\"_blank\" rel=\"noopener noreferrer\">L\u2019Oreal\u2019s Makeup Genius<\/a><span style=\"font-weight: 400;\"> app for example, has more than 20 million downloads and allows users to virtually try-on beauty products on their phones. After the app became a success, other brands like <\/span><b>Charlotte Tilbury<\/b><span style=\"font-weight: 400;\">, <\/span><b>Sephora<\/b><span style=\"font-weight: 400;\"> and <\/span><b>Rimmel<\/b><span style=\"font-weight: 400;\"> have followed suit. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The application Dubbed Dressing Room by <\/span><b>Gap<\/b><span style=\"font-weight: 400;\">, enables people to virtually try out clothing for men and women. The app is a <\/span><b>Google Project Tango<\/b><span style=\"font-weight: 400;\">-exclusive which means it only works on phones that support the AR platform. After selecting a product from the virtual shelf, you can select the size and body size so you can get a better idea of how the clothes will fit. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h2>Future expectations<\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4159 size-full\" title=\"tablet with fashion Runway \" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/AR-Runway-show-1.jpg\" alt=\"tablet with fashion Runway \" width=\"420\" height=\"408\" srcset=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/AR-Runway-show-1.jpg 420w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2017\/11\/AR-Runway-show-1-300x291.jpg 300w\" sizes=\"(max-width: 420px) 100vw, 420px\" \/>The augmented reality technology is applicable from fast fashion to luxury products and enables retailers to reinforce their brand value through storytelling. AR is going to change the way that fashion is created, visualised and eventually sold. The upcoming year, an explosion of opportunities will be expected which will totally <strong>redefine what we understand as fashion nowadays.<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">No industry will be left untouched by AR. \u00a0As a matter of fact, the number of industries embracing it, are still growing. When looking at the fashion world, AR will impact everything <strong>from runway shows to shopping<\/strong> and is set to reconnect physical and digital retail. Eventually, these features will be as important for a retailer as having a website.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">However, the possibilities that AR offers to extend creativity and originality seem to be endless. And the transformative aspect of\u00a0it, is exactly the reason why (fashion) retailers are applying it to their strategy.<\/span><\/p>\n<p>&nbsp;<\/p>\n<style type=\"text\/css\"><!--br {mso-data-placement:same-cell;}--><\/style>\n<p><a href=\"https:\/\/yeeply.com\/en\/?rel=EN-BP-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2020\/04\/EN-cta-blogpost-proyecto-marketing.png\" alt=\"Proyecto Marketing\" \/><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>How will augmented reality (AR) change the way that the fashion industry showcases and retails its products? And how will this influence our shopping experience &#8230;<\/p>\n","protected":false},"author":2,"featured_media":4156,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-4152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Augmented Reality is Changing the Future of Fashion<\/title>\n<meta name=\"description\" content=\"How will Augmented Reality change the fashion industry? 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