Buy Gucci Sneakers with Augmented Reality
By Amanda Wen
With the increasing popularity of words like NFTs and the Metaverse, it’s clear that the digitalization of the world is only becoming more and more innovative.
Improving a retail brand’s virtual presence is now necessary to remain a competitive and adaptable business. Features such as Kroger’s digital price tags or Audi’s VR showroom are outputs of the digital craze.
Another trending technological feature currently being used by many household fashion brands is Augmented Reality (AR). AR “combines a view of the real world with computer-generated elements in real time”, all from the ease of one’s device (computer or smartphone).
The biggest issues revolving around online shopping include annoying size charts (both domestic and international) and lack of personalization. AR can be a unique solution by creating an emotional connection and experience through any buyer’s screen.
Brands from Gucci to Timberland are already implementing AR into their in-store and online shopping features in order to create an immersive and personalized experience.
A Virtual Fitting Room
With Gucci’s new try-on feature in collaboration with Snapchat, buyer’s are able to use SnapML filters to try on a variety of different shoes, to which they can later buy on the Gucci website via search or Snapchat itself.
Gucci Snapchat Ad try before you buy AR
This AR experience was a huge success for users, driving an increase in engagement, conversion, and retention rates for both Gucci and Snapchat. Pretty cool!
From the in-store perspective, Timberland has launched a ‘magic mirror’, an AR-powered mirror that allows users to try on clothes virtually. Shoppers could quickly and conveniently try on different garments without the hassle of undressing in fitting rooms or waiting for endless lines.
The smart tool was also a way to attract new customers for Timberland, as people stopped and engaged with the store’s features due to its differentiation and novelty.
Seeing is Believing
The AR industry is predicted to have a compound annual growth rate (CAGR) of 42.9% throughout the next 8 years, meaning the industry has the potential to reach $1,274.4 billion by 2030. AR can be a game-changing platform for fashion retailers to take advantage of, with the ability to reduce overconsumption, increase conversion rates, and create equitable sizing globally.
Nevertheless, AR is still in its infancy and has yet to solve its risks before actually being integrated into daily retail operations. AR’s biggest issues concern privacy and its cost of development, as well as maintaining it. In order for everyone to partake in this digital phenomena, limitations like these must be resolved first.
However, The blend between technology and fashion has only begun. Virtual clothes for Zoom are in creation, Balenciaga presented their AW21 collection through VR, and the retail industry is constantly expanding into different avenues of modern innovation.
