The Future of Augmented Reality in Fashion
The world of augmented reality (AR) in fashion has been facing a major shift with Meta’s decision to tug out of mobile AR. However, this move has not deterred the industry, with Snapchat emerging as a pacesetter in AR effects. Many creators have found solace in Snapchat’s Lens Studio, which offers superior technology and higher tracking.
The Migration to Snapchat
According to Leanne Elliott-Young, co-founder and CEO of the Institute of Digital Fashion, "I’ve been working in Spark for years, and we have seen the team get smaller; there’s been more bugs, support dropping off." In contrast, Snapchat’s Lens Studio has seen significant improvements in its software and tracking. However, creators have found it difficult to migrate to Lens Studio because of its complexity, making it harder to make use of than Spark. This has left many wondering if the investment in upskilling is well worth the return.
The Dominance of Instagram in Fashion
Despite Snapchat’s superior technology, Instagram stays the popular platform for fashion marketing. In 2021, leading luxury brands spent an estimated 83 percent of their social media marketing budget on Instagram. Although brands can have increased their investment in other platforms since then, Instagram stays the go-to platform for fashion, especially for AR. The platform’s ability to showcase makeup more realistically and its effective integration of shopping into its user experience have made it a favourite amongst brands and consumers alike.
Why Instagram Remains the Top Choice
Instagram’s dominance could be attributed to its large user base and the indisputable fact that it has overtaken Google as the first method for shoppers to interact with fashion online. Additionally, the platform’s AR capabilities, particularly Spark, have been praised for his or her realism and effectiveness. As Steckeweh notes, Spark showcases makeup more realistically than the AR on TikTok and Snapchat, making it a top alternative for beauty and fashion brands.
AR Still Has Legs
Despite Meta’s exit from mobile AR, consumer demand for the technology stays strong. A report from Ipsos and Snapchat found that three-quarters of shoppers are keen on using AR, while spending on physical goods via AR experiences is forecast to quadruple over the subsequent three years. This suggests that AR still has a major role to play in the style industry, and types would do well to proceed investing on this technology.
Conclusion
In conclusion, while Meta’s decision to tug out of mobile AR can have caused uncertainty within the industry, Snapchat’s Lens Studio has emerged as a viable alternative. However, the complexity of the platform and the necessity for upskilling may deter some creators. Nevertheless, the demand for AR stays strong, and fashion brands could be clever to proceed exploring this technology. As the industry continues to evolve, it should be interesting to see how brands adapt and innovate on this planet of AR.
