Introduction to Augmented Reality in Fashion
Shoppers walking past Coach’s store on Prince Street in SoHo, New York, could also be stopped on the sidewalk by a fantastical reflection. In the window is the primary storefront AR try-on, done in partnership with AR fashion try-on company Zero10, which shows those that stop in front of the digital mirror wearing the brand’s popular Tabby bag in a wide range of colors and imagery. A black Tabby bag conjures up matching black wings on the wearer; the image then cycles to a glittery pink bag with balloon letters spelling out TABBY floating within the air.
The AR Experience
If the AR window draws you into the shop, you may proceed the experience at an AR mirror kiosk, where you may browse more bags, snap a photograph and reserve it to your phone or share on social media with the hashtag #InMyTabby. This interactive experience allows customers to interact with the product in a singular and immersive way, making a memorable experience that sets Coach aside from other fashion brands.
The Technology Behind the Experience
“It’s our first AR window,” says Zero10 founder George Yashin. “It’s step one, first interaction with a product. The predominant goal is to bring customers into the shop using the window. That, plus the experience you get if you walk into the shop and see the AR mirror, it creates a story across the bag.” The use of AR technology in this manner is a big innovation in the style industry, allowing customers to interact with products in a more engaging and immersive way.
The Impact of AR on the Fashion Industry
The partnership between Coach and Zero10 is an example of how AR technology is changing the best way fashion brands interact with their customers. By providing an immersive and interactive experience, Coach is in a position to create a deeper reference to its customers and construct brand loyalty. As the usage of AR technology becomes more widespread in the style industry, we will expect to see more revolutionary and interesting experiences like this in the longer term.
Conclusion
The use of AR technology in the style industry is a big innovation that’s changing the best way brands interact with their customers. The partnership between Coach and Zero10 is an awesome example of how AR might be used to create an immersive and interactive experience that pulls customers in and creates a memorable experience. As the technology continues to evolve, we will expect to see much more revolutionary uses of AR in the style industry. To grow to be an element of this revolutionary world and stay updated on the newest technology trends, consider becoming a Vogue Business Member to receive the Technology Edit newsletter.
