Utilizing Augmented Reality in Fashion: Insights from Snapchat Research and VOICES 2022
Deloitte research for Snapchat predicts that by 2025, nearly 75 percent of the global population and almost all smartphone users will be frequent augmented reality (AR) users. Despite the massive engagement with AR technology, the fashion industry’s use of AR in the path to purchase is still in its early stages, with most early adopters using it for marketing purposes.
However, the landscape is rapidly changing as virtual try-on technology becomes more accurate. Businesses are seeing positive impacts on return rates and waste reduction, with some achieving less than $0.01 US cents per virtual try-on for their products. This trend is expected to continue as AR technology evolves.
AR is not just limited to try-ons; it is also a powerful tool for storytelling and enhancing customer experience. Snapchat’s “Lenses” feature, used by 250 million users daily, is supported by a community of creators, developers, and partners who are constantly building new AR experiences for consumers.
At VOICES 2022, Snapchat’s global head of luxury Geoffrey Perez and creative technologist Ommy Akhe discussed how brands can leverage AR to increase acquisition rates and deepen their connection with consumers. The discussion, conducted under the Chatham House Rule, provided actionable insights for the global community.
Attendees shared data showing that AR experiences can lead to a better understanding of products, reducing return rates and increasing conversion rates. AR activations can create virtual stores and provide unique storytelling experiences for users.
AR’s additive nature allows users to express themselves and personalize products in real-time, eliminating the need for multiple iterations of the same product. Brands that embrace storytelling and customization through AR can tap into its full potential.
To target tech-savvy consumers effectively, brands need to inspire authenticity and create a sense of community. By marrying the values of human connection with digital experiences, brands can foster dedicated communities and deepen consumer engagement.
Overall, AR technology is poised to revolutionize the fashion industry’s approach to marketing, customer experience, and product development. As AR continues to evolve, brands that embrace this technology will have a competitive edge in the market.
