Fashion is all set to complete its digital transformation process in which augmented reality is expected to have huge scope. AR is an interactive technique where computer generated information is superimposed on the real world for enhancing interaction, has seen drastic evolution in the recent years and thus offers new opportunities for interaction, personalization and thus consumers. Further, with continual advancement in the automation industry moving from Fashion 2.0 toward Fashion 4.0 through the integration of modern trends in digital technology, AR enables a complete transformation of the fashion production process, fashion promotion, and fashion consumption. This is a blog on fashion and AR, and it is divided into several sections including present opinions, future advancements, and future challenges.
The Rise of augmented reality in Fashion
Although the concept of augmented reality was initially used in the fashion industry a long time ago, it has only lately gained recognition. Starting from Akram et al., 2022, in this regard, it can be identified that fashion digitalization is a part of a larger concept called Industry 4.0, whose mission is to imbed smart technologies into production and consumption processes. The turn indicated above has been implemented in the past using AR as a tool for this transition, fittings, marketing experiences. AR is another talked about trend brand to offer distinctive touch points and let clients visualize how a product will blend in their houses.
As pointed out by Alkhamisi and Monowar (2013), the early use of Augmented Reality was straightforward: for example, some virtual mirrors at the shops so that buyers can see how they will look wearing some cloths without having to wear them. But when it comes to enhanced features of mobile technology and wearable devices, the Application of Augment Reality in Fashion has become a very saturated concept that enhances not only the web-based virtual fashion retail business but also functioning in the Fashion Retail Malls and Shops. For instance, today, customers can test clothes and accessories through augmented reality applications from the comfort of their homes; thus, it cannot be categorized as purely digital selling platforms – e-commerce – or physical stores.
FASHION AR trends for Next Gen
1. Virtual Try-On Experiences
Virtual try on is most definitely one of the most promising branches of AR for the fashion industry. With AR technology, the reason is because a customer doesn’t have to get to the store physically to try on clothes, shoes and even accessories. This has been on the rise, particularly when COVID-19 arrived and it became impossible for many individuals to shop for necessities themselves. According to the author of this article also, Vyas and Bhatt (2017) note that in the future, AR in the fashion industry will be used to make even more natural speaking simulations in the career through 3D and machine learning. As the technology in augmentation reality is enhanced, so will the try-ons if enhanced be more realistic allowing the consumers to see not only how it fits but when worn and the overall perfect body fit.
That is why virtual try-ons have quite a number of benefits for brands.
That is why virtual try-ons are perfect for so many brands. They assist in reducing the inventory which has to be warehoused, assist the customers make decisions faster and reduce the revers that is one of the biggest challenges of selling online. Also, such try-ons may provide compatibility with social networks which will enable the user to share experiences and give real time feedback from friends and followers and increase their interest.
2. Fashion Show — Virtual Modeling, Conjuring Realistic Runway
The system in which models have to parade before a gathering wearing the apparel is replaced by AR. The current designers and the different brands have begun adopting the new trend of fashion shows that incorporate the use of AR to enhance the mode. Chen et al., (2019) also gives an insight of how augmentation reality shall transform fashion by the way fashion shows shall be conducted since garment designs can be worn by models or even places on dummy models capable of sandwiching on the runway. It also makes it possible to be more creative in terms of design since through digital shows people are given chances to attend the event regardless of the geographical location.
In future similar fashions shows using augmented reality can have live variations, changing the color or can allow for buying straight from the show. It includes new similar tendencies that can be seen in the modern tendencies of fashion, democratizing luxury designing and disrupting the separation of designers and final consumers.
3. AR – Enhanced Customization and Personalization
Augmented reality is claimed to be pursuing customization, one of the largest trends in fashion for a long time. Similarly, citing Riar et al. (2022), AR could be used to map out a unique process for shopping because, when shopping, customers can modify the design of the product. Starting from the selection of fabric type and color for altering the size of apparels, AR enables buyer involvement in fashion product creation with the fashion brands. Furthermore, it is a level of satisfaction between the customer and the organization that can facilitate demand and eliminate the issue of overproduction and, at the same time, embrace the sustainable concern in the fashion industry.
However, in addition to customization, fashion coordination can also be presented, which is relevant only to the customer. For example, virtual stylists particularly when using AR can closely inspect the customers wardrobe and the potential outfits or the introduction of new outfits based on the style, size, or interests of the customer. But then it makes the shopping experience even more personal and interesting to the consumer, he or she will come again and again to the brand.
4. AR in Sustainable Fashion
Newer consideration is being given in equipped the Fashion Industry and AR has an opportunity which can be useful in sustainable regime. One way through which AR can champion sustainability is by minimizing the use of physical samples or prototypes needed in designing. From the research by Akram et al, (2022), the application of fashion digital design/back apparel propped up by AR can substantialize features that let the designers construct and model garments virtually in lieu of real ones, in this process, saving resources.
Besides, AR can guide consumers toward making correct sustainable decisions when it comes to fashion. Another area is that brands can share with consumers information about the components which are used for manufacturing the given product and others related processes with the help of the given name. Thus, an augmented reality could provide its environmental rating when the label of a garment is scanned; how much carbon emission was used or how recyclable the fabric is.
Challenges & Opportunities of AR Applications in Fashion
Today the potential of using AR in the fashion industry is really high; although, it is necessary to solve some questions to propagate this technology. In broader perspective, the main constraint stated by Vyas and Bhatt (2017) is a need for the higher development in technology especially in hardware and software aspects for true AR environment. Current AR applications typically have fixed content that cannot tap into available computer cycles to improve content offered to the user; the content that is offered might not be very easy to interpret, especially if it is displayed on a small screen of a hand-held device, or a wrist-wearable.
Another is that implementing AR technology demands a fairly big investment as for the development of the technology itself and its integration. In a similar regard, applying the AR solutions may be costly to the small fashion brands hence inedible to marketing the average big firms. However, realizing that AR is gradually becoming more accessible as a technology, as well as the costs of its development are decreasing in a vast number of industries, the spread of augmented reality for the companies of multiple industries will go further.
It is therefore important to highlight the idea that the application of AR in fashion retail business is beyond measure although the above challenges are persistent. It will alter the ways consumers will engage with products or interact with clothing, and their relationship with brands. As time goes by, fashion could be assumed to integrate AR more naturally in order to provide a better, or even unique and longer-lasting, and more natural shopping experience.
Conclusion
They indicate that augmented reality application in the sphere of using it to fashion has a great potentiality. 360-degrees fashion show, modifications which will be based on each person’s body type, and sustainable fashion design will also have AR as a critical component of the digital fashion industry. Innovations in the future in regard to the technology of AR may not be hindered by issues of technology and costs which define what can be done today but gives the audience a glimpse of what can be done in fashion industry. On the future of the industry relying on digital and sustainability factors, AR will provide a strong support to the kind of fashion experience that is expectable in the future.
Literature:
Akram, Shaik Vaseem, et al. “Implementation of Digitalized Technologies for Fashion Industry 4.0: Opportunities and Challenges.” Scientific Programming, vol. 2022, no. 1, 17 Aug. 2022, pp. 1–17, www.hindawi.com/journals/sp/2022/7523246/, https://doi.org/10.1155/2022/7523246.
Alkhamisi, Abrar Omar, and Muhammad Mostafa Monowar. “Rise of Augmented Reality: Current and Future Application Areas.” International Journal of Internet and Distributed Systems, vol. 01, no. 04, 2013, pp. 25–34, https://doi.org/10.4236/ijids.2013.14005.
Chen, Yunqiang, et al. “An Overview of Augmented Reality Technology.” Journal of Physics: Conference Series, vol. 1237, no. 2, June 2019, p. 022082, iopscience.iop.org/article/10.1088/1742-6596/1237/2/022082/pdf, https://doi.org/10.1088/1742-6596/1237/2/022082.
Riar, Marc, et al. “Using Augmented Reality for Shopping: A Framework for AR Induced Consumer Behavior, Literature Review and Future Agenda.” Internet Research, vol. 33, no. 1, 29 Mar. 2022, https://doi.org/10.1108/intr-08-2021-0611.
Vyas, Daiwat Amit, and Dvijesh N. Bhatt. “Augmented Reality (AR) Applications: A Survey on Current Trends, Challenges, & Future Scope.” International Journal of Advanced Research in Computer Science, vol. 8, no. 5, 1 July 2017, pp. 2724–2730, www.ijarcs.info/index.php/Ijarcs/article/view/4059/3803, https://doi.org/10.26483/ijarcs.v8i5.4059. Accessed 16 Apr. 2021.
