The global field of fashion that for a long time has been accredited for its talented and innovative designers is now in the hot seat concerning environmental problems. Within the current phase of global supply chain integration, high rates of consumption and waste, the sector is looking for ways to help sustain the environment. Of all the spectacular innovations that are expected to advance sustainable living, augmented reality (AR) proves to be a versatile force in the pursuit of sustainability. AR solves many of the current problems related to fashion such as hesitation of physical samples and returns, optimization of the design process, and helping a consumer make a sustainable decision.
AR and Sustainable Fashion: Reducing Physical Samples and Returns
One of the major ways through which AR is helping to fast fashion and sustainability is by designing and eliminating the need for samples and returns. This practice poses a great challenge to conventional fashion design and manufacturing activities where numerous sample garments are made in the design process. These samples, usually made from precious metals, are sometimes thrown away after use, thus becoming a waste (Pal & Gander, 2018). However, AR offers potential for designers and manufacturers to develop samples that could be tested, visualized and redesigned from the digital world. It also means that physical prototypes are no longer required during the first phases of development and the number of resources needed is cut down considerably. Besides the savings on physical samples, AR is also beginning to speak to the increasing issue of product returns. The major issue facing it is the high rate of returned products due to size and fitting problems in an e-commerce niche. This is especially the case since most consumers buy different sizes of the same type of clothes with the aim of returning the ill-fitting ones. This results in a high rate of shipping emission, a high rate in packaging wastes and in most instances customers return the products. AR technologies, including virtual try-on assistance enable a consumer to evaluate how clothes will look on them and check if they fit before purchasing them reducing chances of returning the item (Kim & Forsythe, 2008). Gucci and ASOS among other companies are already applying the use of AR to let buyers do the dressing virtually thus encouraging responsible consumption (Schneider, 2020).
Virtual Prototyping and Minimizing Waste in Design
It is very important to note that virtual prototyping, which is a core concept in the use of augmented reality, reduces wastage greatly in the design and manufacturing cycle. Formerly, fashion designers had to make a sample of a garment and make changes, if necessary, with the help of physical models; this process was called sample making and mostly resulted in wasted material, and if there were changes needed even a mere A4 piece of paper was used – scraps were thrown away after that. AR enables fashion designers to build virtual models that enable them to practice various designs, material, and texture before having to make actual materials (Song & Ashdown, 2015). When applied to design, it allows for precise imaginative genuinely of how certain design will drape, fit and look like without physically making it. This goes a long way in decreasing the trial and error that is usually time wastage. Moreover, such prototypes can be presented to a number of teams and other stakeholders for evaluation, or put for approval, all this without having to physically build any artifact. It also helps to cut time wastage while also saving the environment through the following explanations: Furthermore, there is an advantage for the brands, as they are able to minimize overproduction through use of virtual prototyping services. The problem that we find severely affecting the fashion industry is overproduction, which leads to leftover products that are worthlessly disposed of or burned. There is nothing like testing market receptiveness toward digital garments through AR before investing a lot of production and resources. It reduces the chances of having excess inventory which is addition to creating a burden on the environment through dispose of (Choi & Kim, 2021).
Educating Consumers about Sustainable Fashion Choices
Apart from its application in the design and manufacturing processes, AR offers possibilities in informing consumers about environmentally friendly fashion. One greatest challenge that faces the fashion industry is that it has no fashion transparency which does not enable a consumer to know the extent of the fashion item they are buying was environmentally friendly. AR can fill this gap as it offers immediate information on the sustainability of the garments. For instance, the application of augmented reality in consumer products enables individuals to point the camera of their phone at a piece of clothing and get further details on fabrics used in the product, the environmental impact of the product, and the production standard of the manufacturers (Jung & Lee, 2020). Despite this, this increased transparency can help the consumer make more conscious decisions to shift towards better brands and that include environmentally friendly products. It can also lead to increased understanding of the life cycle of the clothes from production to when it is discarded and effective practices such as up cycling, recycling, and buying from sustainable fashion production lines. Some brands are using AR to help consumers learn more about products and services and there are already many popular brands that use this technology. For example, Stella McCartney has added AR technology in its stores where people are given information about the company’s policies on sustainability and how each product helps the environment. Likewise, there is an AR app called Good on You that offers consumers augmented reality-based assessment of fashion brands depending on the sustainable measures they take (Niinimäki et al., 2020).
Challenges and the Future of AR in Sustainable Fashion
However, the study aims to show that even though AR is a great tool of marketing sustainability in fashion it is not without complications. The integration of AR technology obviously involves a considerable investment in both infrastructure and knowledge. Newer brands can be a little slow in adapting to the use of AR tools because of the costs that are usually incurred. Also, the ability of providers to convey AR to the broad consumer base will also depend on the readiness of accessible, user-friendly, and equipment-free platforms. Nevertheless, getting to that point and giving AR the opportunity to change the fashion industry for good is possible. In the future, with the advancement in technological devices, it is expected that AR will reduce in cost by making more brands to incorporate it in sustainable strategies. AR could even help to design more circular fashion systems in the future where the buyer gets to know how much the products opposite them will contribute to the environment from production to extinction.
Conclusion
Therefore, augmented reality becomes the key finding as a strategy towards sustainability within the fashion sector in this research. From elimination of need of a physical sample, minimizing return of the product they have no use for, helping developers design products without having to manufacture a large number of prototypes, and enlightening the consumer on the correct option to pick in a bid to save the environment, AR has made the following ways of cutting out waste and conserving resources possible. Shifts in AR technology is also expected to grow in support of sustainable fashioning for brands and consumers will experience enhanced ways of making sustainable choices. The fashion industry, which is so far noted for most of the environmental issues, is standing on the brink of a technological revolution that has the potential of wedding fashion and creativity with sustainability.
References
Choi, T.M. and Kim, H.M., 2021. Environmental sustainability of the fashion supply chain: A circular economy approach. Resources, Conservation and Recycling, 168, p.105291.
Jung, J. and Lee, J., 2020. Customer engagement in augmented reality shopping: The mediating role of immersion, shopping enjoyment, and perceived value. Journal of Retailing and Consumer Services, 53, p.101987.
Kim, J. and Forsythe, S., 2008. Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), pp.45-59.
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T. and Gwilt, A., 2020. The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), pp.189-200.
Pal, R. and Gander, J., 2018. Modelling environmental value: An examination of sustainable business models within the fashion industry. Journal of Cleaner Production, 184, pp.251-263.
Schneider, J., 2020. Virtual fashion: How brands are embracing digital clothing in a sustainable future. Vogue Business.
Song, H.K. and Ashdown, S.P., 2015. Development of automated custom sizing of apparel using scanned body measurements. Textile Research Journal, 85(12), pp.1269-1280.
