Learn How AR Clothing Try-On Can Help You Make More Sales
Any eCommerce brand or retailer will tell you that the key to succeeding in online sales is to effectively convey the features & benefits of your product to your target consumer. Still, it may come as no surprise that many brands & retailers struggle to engage their customers on their websites and experience high cart abandonment rates. The fashion and clothing industry, in particular, sports a 68.3% cart abandonment rate — one of the highest of any product type.
High cart abandonment rates in the fashion and clothing industry can be due to many factors, including concerns about the product’s craftsmanship, hesitation to buy without trying the product on for size, and uncertainty about the product’s overall appearance. These barriers to conversion highlight a need many fashion eCommerce businesses share: a need for a way to try on and inspect products in a more hands-on way that mirrors in-store shopping.
3D & AR clothing try-on gives fashion and clothing brands the ability to engage customers in an immersive experience using web-based technology accessible from any personal device with a camera. AR clothing try-on leads the charge to combat the sales obstacles causing the abandonment of shopping carts. Read on to learn AR try-on’s definition, its benefits, and how your brand can start benefiting from this valuable new technology.
What Is Augmented Reality Clothing Try-on?
Augmented reality (AR) clothing try-ons use digital technology to let your customers experience a realistic preview of what they’d look like wearing clothes and apparel from your product line. The customer can use any camera-enabled device such as a smartphone or a tablet to see how your products would look on them.
Delivering AR fashion try-ons involves a three-step process. First, realistic images of products in your clothing line are created by designing them in a 3D modeling program or using pictures or scans of products to build them. Then, 3D models of your clothes are stored in a content management system and optimized for showcasing in your eCommerce store. Finally, customers can use their devices to combine images of themselves with AR clothes and apparel to see how they’d look wearing your products.
AR allows customers viewing your products to select specs such as different sizes, colors, and other features. Callouts with text can be added to highlight specific product features.
Variations of AR Try-on Experiences
Some AR models use overlays that let customers see clothes superimposed on their image from a single 2D angle. Other AR simulations use avatars to allow multi-angle viewing for a more fully 3D experience, usually from a limited range of angles. With the current state of technology, 2D overlays tend to be less resource-intensive and less expensive than 3D multi-angle views. Which approach is appropriate depends partly on what type of product is being showcased and what angles the customer needs to see to make a purchasing decision.
AR technology even can allow customers to create their own customized AR clothing based on their own designs. Customers can build designs and preview them in AR before purchasing based on their specs.
AR try-ons can be offered to customers digitally and in physical locations such as stores or malls. Customers who use smartphones or computers for augmented reality try-ons may decide to make eCommerce purchases immediately after their AR preview, or the experience may motivate them to visit their local store to try the item on physically. Strategic use of AR at physical locations such as mall kiosks can also promote in-store purchases.
Why Are Fashion Brands Offering AR Try-on Experiences?
Fashion brands are seeing multiple benefits from adopting AR try-ons of 3D apparel. One significant benefit is lower shopping cart abandonment. A conventional digital experience may lead shoppers to abandon clothing purchases for several reasons. The customer may not feel confident that the clothes will fit them, that they’ve selected the right color or that they’ll like how it looks on them. This can compound hesitancy from other factors, such as feeling frustrated with a complex checkout experience or having security concerns about sharing credit card information online.
AR try-ons can help customers get past these barriers. When the customer sees how clothes look on them, hesitancy about fits and looks diminishes. Moreover, trying clothes on digitally in their home gives customers more sense of engagement and ownership. Combined with a smooth checkout process and reassurances of digital security, this can encourage customers to complete their purchases.
This, in turn, can make customers feel comfortable trying on additional items and adding them to their cart. Online shopping supported by AR can deliver conversion rates an average of 83.1% higher and increases in order value of 61%. Meanwhile, returns drop 40%, thanks to the ability to try fits on in advance.
How Can Your Brand Adopt AR Try-on Technology?
To start offering AR try-ons, the first step is to create 3D models of your clothing inventory. There are several methods you can use to start creating a 3D clothing catalog:
- Building designs in a 3D modeling program
- Taking 2D images of products from multiple angles and using them to build 3D models
- Using a 3D scanner to capture the images needed for 3D modeling
Your in-house team can perform these steps, or you can outsource them to an experienced provider. VNTANA lets you upload your own 3D models or have our team help you do 3D scans.
Once you have a catalog of 3D models, your files need to be stored and organized in a format that allows customers to browse your product selection through your eCommerce platform. VNTANA uses a content management system that makes it easy for you to organize your product selection for customers to browse.
Finally, you need to provide an interface that allows customers to view your 3D clothing models in AR against images of themselves. The VNTANA platform has built-in AR, which is web-based and can be integrated seamlessly into your eCommerce site without advanced coding or extra apps. VNTANA also supports integration with popular fashion 3D programs such as Browzwear.
Use AR Clothing to Give Your Customers a Smoother Shopping Experience
AR clothing lets your customers view a digital preview of what they’d look like wearing clothes from your product line. Basic applications provide 2D overlays of clothes against images of customers, while more advanced technology is beginning to enable full 3D simulations of what it’s like to wear apparel. The opportunity to try on clothes digitally removes barriers to shopping cart completion, increasing sales and reducing returns while building brand loyalty.
VNTANA’s 3D Commerce Platform makes it easy for you to create and share 3D models of your fashion products. You can upload existing models or have us develop 3D scans to capture the images you need for realistic modeling. Our software platform enables you to store and organize 3D files optimized for fast downloading, making it easy for your customers to browse your product selection. Contact our sales team to talk to one of our 3D and AR specialists about how we can help you deliver AR clothing try-outs to your customers for a smoother, more satisfying shopping experience.