Augmented Reality: The Silver Lining Every Fashion Brand Needs Amid the Crisis

Words Bethany Boyo

Immersive technology or augmented reality (AR) as it's more commonly known, is taking the digital world by storm. Although generally not a new aspect of the digital world, it is becoming a major trend in the industry. In uncertain times such as these, where physical stores have been closed down and anxiety is spreading across every industry, augmented reality (AR) is becoming a silver lining for fashion brands.

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With more and more people staying at home, this means customers are utilising digital and e-commerce platforms and screen time amongst consumers have increased rapidly. According to Mckinsey & Company, the number of consumers set to purchase through online and social channels rather than physical will continue to steadily increase. That being said, fashion and retail companies are beginning to utilise AR, not only to drive sales but to keep their loyal customers and new customers engaged.

To stay ahead of this growing change in consumer shopping habits, fashion brands need to adapt to new modes of online engagement. Becoming creative with content digitally, is now a primary way for brands to increase interaction with their customers and augmented reality (AR) does just that. Brands like ASOS and NARS Cosmetics, have already begun to lead in this sphere with virtual fitting rooms and ‘try it on’ applications being made accessible to customers. Apparel brands are also following suit with Lacoste launching an app that allows customers to try on shoes virtually whilst in their brick and mortar stores. Augmented reality (AR) is slowly becoming the bridge between physical and digital.

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In the midst of the crisis the world is currently facing, having to stay indoors has accelerated augmented reality (AR) into becoming an integral part of many brands' marketing and e-commerce structure. Although still fairly nascent, many AR creators are opening up the sector to become more accessible to customers, giving them the ultimate shopping experience indoors. It is fast becoming an expectation of consumers to try before they buy, and AR completely changes the way consumers can do so.

Social media companies such as Facebook and Instagram have also begun releasing AR enabled advertising and posts, bringing consumers closer to transacting more via Instagram. Shopify has also made it a lot easier for their brands to add AR on their websites after discovering that the use of AR on various sites increased the brands conversion rates.

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Many believe AR will continue to grow and become a major factor to consider, in relation to consumer shopping habits and conversion rates, others still believe that it is too early to tell whether AR will become more than just a trend in the fashion industry.

Bethany Boyo - Content Creator & Fashion News Editor