Augmented reality (AR) platforms and the implementation of 3D aren’t exactly new concepts in the fashion industry. They have, however, seen a surge in relevance thanks in part to the COVID era.
With physical design houses and production facilities temporarily closed or facing significant occupancy restrictions, fashion brands have had to be creative. Especially in how they’re using technology to overcome the newest obstacles to producing garments and accessories.
How do you take a high-touch industry and eliminate even one touch? With Covid, how do you allow customers to try on clothing or jewelry without spreading germs? How do you keep collaboration flowing between teams when social-distancing restricts the number of people who can gather together?
Adopting 3D into the Fashion Industry
What are the benefits of fashion brands adopting 3D? And how can 3D designs best be used in AR? Here are four ways fashion-focused brands can use 3D designs in AR to their advantage.
1) Implement Virtual Try-Ons
Prior to the pandemic, 79% of customers admitted to trying on items before purchasing. More than 50% said the preference to see, touch, and try on apparel was the “most important” factor when deciding to shop in-store versus online. While true to size clothing virtual try-on is still a ways away, accessories are possible today. Apps like Wannakicks by Wannaby allow consumers to virtually try-on shoes for example. Brands using this technology have seen a huge lift in conversion rates from people using the app.
2) Activate 3D Avatars
With more than 70% of human sensory perception being visual, it’s important for fashion brands to create immersive experiences that are as close to reality for their customers as possible. But this needs to now happen from the comfort of their homes.
Through web based augmented reality, with no app required, brands can simulate avatars in a customer’s home using AR. A potential customer can then walk around a design to get the full understanding of fit, size, and more. AR technology can produce a realistic rendition of a shoe, bag, tracksuit and more. VNTANA’s 3D Collaboration Platform automatically optimizes models for AR, so brands can go from export to AR in less than five minutes.
For instance, if a shopper wants to vet the length of a ballgown, they can view the gown in their home on a 3D avatar. They can even color-check the garment against their own accessories or shoe style and height. Right in their own living room!
3) Reduce the Need for Returns
According to Shopify, having 3D models of products has proven to more than double online sales and reduce returns by 40%. This is largely due in part because 3D and AR shopping gives shoppers a better understanding of products so they can get their purchase right the first time.
This is especially true when it comes to accessories and bags being true to size. With AR, fashion houses and designers can let people try on items before they buy online. Shoppers who search for a wallet or handbag now have the option to view the product in 3D scaled to size in the real-world environment. This way, shoppers can get an actual sense of how the bag would look on their own arm or sitting on their own countertop.
4) 3D Files Enable Better Feedback Loops
Incorporating 3D models can also streamline communication between designers and brands. Brand managers can add annotations on 3D models rather than having to comment on multiple 2D images of the front, back, and sides of a garment.
5) Reduce Carbon Footprints
By using 3D models of products, brands can get feedback more quickly. By presenting product testers with 3D versions of potential products rather than producing an actual sample. There are several footwear brands that are looking at eliminating sample production completely and replacing it with digital 3D models. Not only does this speed up time to market, but also reduces waste and a company’s carbon footprint.
VNTANA’s integration with concept product testing companies like Mesh01 allows thousands of product testers the ability to interact with 3D models of products through the web.
Given today’s challenging landscape of remote workers and the increasing demand for virtual experiences, 3D adoptions is critical for the fashion industry.