Updated: Oct 19, 2020
Also tired of ordering clothes that don’t match your expectations from online retailers?
Then welcome to the club of the other 42% of online shoppers who have made purchases they later regretted . In fact, a minimum of 30% of all products bought online are sent back to retailers .
This is annoying for customers and retailers alike who lose a lot of money .
But it doesn’t need to be like this: Augmented reality (AR) can reduce a lot of the uncertainty in an online environment. AR is a game-changer, are you ready?
AR is used to enhance or augment the world around us with digital technology - often a smartphone or tablet . Thereby, we are mixing the virtual and physical world through technology (see image 1). As a matter of default, AR can, therefore “see” whatever I am seeing, which might pose a threat to a user’s privacy .
I can, for example, capture myself in the physical/real world with the camera on my phone and the Gucci App superimposes a digital item (Gucci cap) on me. The most exciting thing is that AR is an interactive experience in real-time .
Before you press that “Buy Now”, “Regret Later” button…
…hang on a second and make use of the try-on AR features that some luxury companies like Gucci and Burberry are already offering. Their feature allows you to try on products anytime, anywhere .
I checked out the Gucci, Burberry and SneakerKit App and absolutely loved the interactive experience (see image 2)! Personalization is the backbone of the luxury industry , and I can hardly think of a better way to bring people closer to the brands than through AR.
Right now, AR try-ons have minimal applications  as they are only available for glasses, accessories and shoes . The software is still costly  and used by a few luxury and fashion brands to present themselves as fashion-forward. In this context, I see AR in fashion more as a gimmick rather than an order-winning strategy.
To conclude, I see huge potential in AR to revolutionize, personalize and enhance our online shopping experience – even more now during the pandemic. However, the before mentioned issues need to be addressed before AR can be transformed from a nice to have to a must to have in fashion & luxury.
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