AR Runway Show

Mixed reality fashion shows allow for the display of clothes and other fashion items in the comfort of the customers own home. Through augmented reality models appear right in the bedroom, showing off the pieces.

Benefits

Customers get a better idea of what they are buying than by just looking at photos. Enabling them to see how the clothes really look on a model, in movement, from all sides just makes sense and help to make the purchase decision. Sellers can expect a higher customer satisfaction and fewer returns.

Once the app is up and running, inserting new clothes to display isn’t that big of a deal. And existing frameworks help with app development.

Challenges

A lot of effort goes into producing new content for the app. It is only really feasible maybe for a new collection once or twice a year. At the moment it is probably not an option for fashion producers like H&M who create countless items at a relatively small selling price. There is also the question of how beneficial a non-live runway show is in general. Do customers really care about it?

Take Away

Augmented Reality Fashion Shows don’t really come close to the glamour and experience of a real fashion show. But they also don’t try to. They provide a very effective and useful tool for marketers and fashion labels. While there is some benefit to the customer, this doesn’t solve any of the problems customers face with the fashion industry. Much is maybe depending on advancing the technical side of the content production.

Examples

ASOS AR App

In 2019, the fashion label ASOS launched experimental AR functionality in their app - they called it Virtual Catwalk.

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London Fashion Week