Introduction to Augmented Reality
For years, augmented reality (AR) has been a component of many brands’ marketing and retail strategies, especially in the wonder sector. With the rise of games like Pokémon Go and social media filters, AR has change into a standard a part of Gen Z and Millennials’ lives. The technology is powered by smartphones, which young consumers have already got, and may enhance or manipulate the world around them without the necessity for a headset. According to a Coresight Research report, consumer spending on reality technologies was projected to succeed in $7 billion in 2020, and the pandemic could drive even higher adoption of AR tech.
The Future of Shopping: Digital-Only Clothing
The pandemic has forced brands to get creative and lean harder on digital tools to succeed in consumers. As a result, AR clothing is getting a lift. Many brands are turning to AR to take online shopping to the following level. Shopify has made it easier for brands so as to add AR content to their site, and when a customer views a product in AR, they change into 65% more prone to make a purchase order. ASOS has launched an AR tool that lets shoppers see simulated views of models wearing the location’s clothes and niknaks. But this may very well be just the beginning of AR in the style space. There is a possible for AR to interchange recent physical clothing items. Pre-pandemic, AR filters on social media were making virtual clothing a brand new trend, allowing shoppers to look like "wearing" a selected sort of clothing or design that is actually digitally rendered on their image, with none physical product.
How Digital-Only Clothing Works
Brands like Carlings and Happy99 are releasing AR t-shirts, digital clothing, and shoe collections. For example, Carling’s "The Last Statement T-shirt" is a white tee that may display a brand new digital design every day via Instagram and Facebook filters. This allows shoppers to "wear" a brand new design day-after-day without having to purchase one other t-shirt. Eco-consciousness has been a significant draw for young shoppers, and digital-only clothes could appeal to their desire to go zero-waste. Fashion AR is quickly becoming an option for Gen Z and Millennials who want the Instagrammability of multiple outfits without the impact on the planet.
The Future of Beauty: Post-Makeup
Beauty brands have been early adopters of AR, but what if the longer term signifies that AR filters actually replace makeup? Instagram released their very own collection of AR face filters in 2018, and the recognition of their face filters blew up in 2019 once they allowed creators to upload their very own filters. Now, Snapchat and Instagram filters are surging during quarantine. Makeup routines are being placed on hold, and filters may very well be taking their place. Influencers are reporting a big increase of their AR beauty filters, and a few users imagine that like physical makeup, filters generally is a "mood lifter during this era of isolation."
The Evolution of AR Beauty Filters
Many expect the usage of filters to evolve as Spark AR (Facebook’s software for constructing augmented reality effects) does, predicting that the trend will move to more detailed and realistic-looking makeup, environment, and eye and hair color changes. YPulse’s data shows that 20% of 13-39-year-olds, and 27% of females, have been trying recent face filters and lenses more through the pandemic. It’s not too big of a stretch to see them replacing (or on the very least, supplementing) real-life beauty products when in-person interactions aren’t a possibility.
The Rise of AR Influencers
Although influencer marketing looks different during COVID, it isn’t going away any time soon—and AR influencers may very well be an enormous a part of the longer term of the industry. Influencers within the AR space include former digital/graphic artists who’ve found a brand new audience in users of the filters they’ve created. During quarantines, these filters have change into massively popular, as have their creators. Social media platforms are taking notice and investing—Snapchat pledged $750,000 to its top augmented reality stars in 2020, triple its commitment from 2019.
The Future of Influencer Marketing
Influencers like Ommy Akhe, who has been called a "breakout star of this primary generation of AR creators," are providing something immediate that followers and fans can actually use. According to Vogue, more brands are reaching out to work with AR influencers, prompting Tel Aviv-based influencer marketing agency Leaders Group to launch Creators AR, an "Etsy-style marketplace" that connects brands and AR creators.
Conclusion
The pandemic has accelerated the adoption of AR technology, and it’s prone to play an even bigger role in the longer term of Gen Z and Millennials. From digital-only clothing to post-makeup beauty and AR influencers, the chances are countless. As the technology continues to evolve, we will expect to see more progressive uses of AR in the style and wonder industries. Brands which can be prepared to adapt to this recent reality shall be those that thrive in the longer term. With the rise of AR, the boundaries between the physical and digital worlds are blurring, and it’s exciting to take into consideration what the longer term holds.
