Physical and online clothes shops have the same problem: people come, look at dresses and T-shirts and leave. Window shopping is one of the most ancient methods to deal with stress, and retailers are not happy about it.
What is worse, window shopping is particularly popular among e-commerce customers: looking at clothes online is free and absorbing. You can choose a pair of new sneakers for weeks (and refuse from buying them in the end). But there is the way to reduce window shopping and increase sales in both brick-and-mortar stores and online shops.
According to the study, if brick-and-mortar stores get their shoppers into dressing rooms, they will have 67% level of conversion. Easy as it is. Once your clients receive a chance to try on clothes or shoes, they feel much more inclined to buy something. The barrier between a customer and a product simply disappears when a customer can experience the product. They finally feel confident to spend money.
But what if you have an online clothes shop? What is the trigger to buy for online customers?
Augmented reality apps for shopping become the best solution for online shops: they are virtual dressing rooms. They give users a chance to try on clothes persuading them to click “buy” at last.
Augmented reality applications for shopping help users to try clothes, find the perfect size and color, and buy in one click. Augmented reality can also provide users with some valuable information about clothes because it permits overlaying text and images over physical objects.
Virtual reality gives buyers even more: it is the invitation to a new dimension: clients can attend fashion shows in VR and see desired models from all the perspectives. Top world fashion businesses use VR/AR potential for marketing experimenting with ideas and applications.
The majority of modern shoppers choose online shopping which means that retailers have to adapt to their needs as well. Just take a look at the e-commerce market dynamics: the sales are growing incredibly.
Most online shops provide buyers with photos and descriptions of the products. But it’s not enough. Shoppers want to experience things, interact with them, and make sure that they will receive exactly what they ordered. Shopping apps for Android and iPhone solve this problem effortlessly.
VR and AR are trendy, and companies that choose these technologies for marketing and promotion show that they are modern and can keep the pace. The pace is the trick for business. The companies that failed to grasp technological innovations and refused from innovative solutions, are simply left behind.
1.Have you heard about Sampler, Converse’s AR shopping app for iPhone that allows trying on shoes? Converse realized that too much choice can also be bad for shoppers especially if it’s virtual shopping. And it’s always more effective to try shoes at least once than to look at lifeless photos for hours doubting about the final decision. That is why the company has launched the app that helps users in their difficult situation and reduces the level of buyer's remorse significantly. The company claims that this AR app for shopping helped them to enhance the shopping experience for users.
2.GAP decided to reach the new level of sales and created a whole virtual dressing room. Here users can try on GAP clothes chosen according to their type of figure and size. This interactive AR solution is aimed to reduce returns of the garment to the minimum. This app, introduced at CES 2017 works smoothly with the majority of websites and mobile sites. It generated a serious media attention and the articles about the app were published in New York Times, the Guardian, Vogue and other authoritative media. So this AR app was not only useful for users who now could visualize the garment they wanted to buy. It helped GAP to create hype around their new collection of clothes.
3.Tiffany & Co., one of the most famous luxury brands in the world, also sells jewelry using augmented reality. The company created and Engagement Ring Founder AR application for shopping to make the most important choice in your life less stressful. Tiffany & Co. aims to build long-lasting relationships with their clients that's why they make shopping more personalized. Choosing AR app helped the company to reach more clients in all the parts of the world.
4.TopShop created a unique VR experience for customers by transferring potential shoppers directly to the fashion show in London. As a result, customers could actually see the clothes they were about to buy from all the sides. TopShop says that AR application for shopping is basically an additional visual information about the product which customers need.
It was not the first experience of TopShop: several years earlier the company used interactive screens to help their customers choose and buy clothes. And buy!
Ray Ban uses virtual reality mirror to help clients choose their perfect glasses. The technology behind virtual reality mirror allows tracking human face without the need of augmented reality tracking marker. It turns out that it’s enough to use eyes, a nose or a mouth as reference points to help a client choose the right pair of aviator sunglasses. It's a quick method to check if the pair of glasses suits you and if it is in stock (and you can order it without any delays). This app turned out to be a pleasant bonus to RayBan fans.
The fashion industry is creating a buzz using AR and VR. “Virtual reality fashion design” and “virtual reality fashion show” are the phrases that sound more and more often in fashion circles. The interest to virtual reality must have been stimulated by Facebook's acquisition of Oculus several years ago. Facebook often defines the main buzz topics of the world, and those who recognize trends must catch up with what Facebook does.
Balenciaga was one of the first brands that decided to stream a fashion show in the form of 360-degree video.The company commented on their decision saying that virtual reality fashion show is “an egalitarian proposition, allowing a worldwide audience the unique opportunity to view a Balenciaga show like never before…immediate and real-time for the new creative identity of the maison.”
Last year New York fashion elite gathered to watch a fashion show in an unexpected place - at Samsung’s Space 837 in Chelsea. They understood that apart from the new fashion collection, they will see the very future of fashion industry. While you might think that VR/AR are still in their infancy period, fashion gurus don’t doubt that we all will end in virtual reality. And fashion industry will be there first just because it is the mission of this industry: guess and shape the future.
Superbright studio wanted to impress 200 fashion show visitors with the help of the AR app that’s why it added surreal elements to the fashion show. All the rest was usual: there was a catwalk, there were slim and beautiful models, and there were sophisticated clothes. But apart from that, visitors downloaded an AR app that overlaid impressive flying pallets and additional information about models and clothes.
VR and fashion are chained together since the success of first fashion show in virtual reality. But designers are not the only people who can benefit from implementing VR and AR in fashion, users will also have a completely new experience with the help of VR and AR.
It will be easier to choose, try on clothes and buy it.
The concept of buyer’s remorse will disappear eventually. Shoppers won’t have to worry about ordering the clothes of the wrong size or color. VR and AR may be in their infancy period but they are mature enough for a fashion industry. Fashion and retail industry create and influence trends. In these spheres it is vital to guess what customers want, and users want b
AR and VR are a game changer in the industry with such a high competence.