The fashion industry has been quick to embrace digital technologies, using them to improve its design process and develop new products. This incorporation of disruptive technologies across multiple points of the supply chain is creating a major shift in the way the industry works.

From e-commerce that provides an immersive experience to custom clothing enabled by collaborative software, personalized marketing tactics, and blockchain for supply chain management, these cutting-edge technologies are revolutionizing the industry and making it more sustainable for the future.

Augmented Reality (AR)

Augmented reality (AR) is a technology that overlays digital content onto the physical world by using the camera on a device such as a smartphone or a tablet. 

It blends interactive elements, such as graphics and sound, with the environment to create a new, enhanced experience for users. Augmented reality can be used to create immersive experiences and can be used to improve learning, entertainment, and communication.

By leveraging AR technology, fashion brands are able to increase engagement with their customers, reduce returns, and increase sales. AR enables shoppers to virtually try on clothes, view a product from all angles, and even create customized outfits. 

From Sephora to Nike, AR is enabling brands to create unique experiences for their customers, such as virtual fashion shows and pop-up stores. As technology continues to evolve, more fashion brands are expected to embrace AR, making it an essential part of the shopping experience.

AR Runways 

With AR technology you can bring the runways to you, help consumers get up close and personal with clothing and accessories, and more. AR Runways is an augmented reality (AR) platform for fashion events that allows users to experience fashion shows in a virtual setting. 

It enables designers, brands, and fashion industry professionals to create virtual runways, showcasing their collections in 3D, while giving viewers an immersive experience. AR Runways also allows designers to customize their runway shows, giving them complete control over the design, lighting, and sound. 

The platform can be used to broadcast fashion shows to an online audience, allowing viewers to watch the latest collections from their own homes. Also with the continuous advancement in AR technology, this can all be made possible without installing an app on your phone. 

Volumetric Capturing 

Volumetric Capturing is a 3D scanning technique that captures the exact shape and appearance of an object or person. The process involves taking multiple photographs of an object or person from multiple angles and then combining the images to create a highly detailed 3D model. It can be used to create 3D models of real-world objects or to capture the movements of an actor in a virtual environment. 

The Pros of AR Runways 

The pros of using AR Runways are vast, and here are some examples

• AR-based runway shows cut expenses and are free from geographical restriction 
• It adheres to social distancing and other pandemic restrictions. 
• It can be scaled and can go global. Your audience goes from local to international. 
• You can view the show from anywhere - home, office, park, etc. 
• The show can be live and replayed on an on-demand basis too 
• You don't need any additional hardware. Just a mobile phone is enough. 
• Highly realistic and natural movements of the models and dresses. 
• You can zoom in to view details and also additional pieces of information can be provided 
• You can allow viewers to vote and chat live. 
• The audience has the option to purchase if they want to. 

The fashion icon, Adwoa Aboah becomes an AR model at London Fashion Week

Tommy Hilfiger's Augmented Reality app - Tommy Now Snap App 

Suzanne Harward, Bridal Fashion - Virtual View App 

• The movement of standing models is volumetrically captured 
• The user can view the high level of details of the couture 
• The app is live and available to download from the Appstore and Playstore

Augmented Reality Accessories 

Augmented Reality (AR) Accessories are devices and tools used to enhance the AR experience. AR Accessories can include any type of hardware, software, or service that adds value to an augmented reality experience. AR accessories overlay a completely digital accessory over the real world subject. Major brands have come up with these sorts of apps showcasing rings, watches, shoes, eyewear, etc.  

The following are a few examples of AR accessories used in the Fashion Industry. 

AR-Enabled Smart Mirrors

Smart mirrors are essentially digital displays that are used to show virtual images or videos. In the fashion industry, they are used to allow customers to virtually try on clothing and accessories.

AR-Enabled Mobile Applications

Mobile applications are a great way to bring augmented reality into the fashion industry. AR apps can be used to virtually show how clothes and accessories look on different body types and in different settings.

AR-Enabled Virtual Fitting Rooms

Virtual fitting rooms allow customers to try on clothes and accessories without ever having to visit an actual store. Through the use of sensors, cameras, and mirrors, virtual fitting rooms can provide customers with a realistic view of how clothing and accessories look on them.

AR-Enabled Smart Glasses

Smart glasses are a great way to bring augmented reality into the fashion industry. Smart glasses use sensors, cameras, and projectors to project virtual images or videos on a user’s glasses. This technology can be used to virtually show customers how different clothing and accessories look on them.

Mixed Reality (MR) Accessories 

Mixed Reality (MR) accessories are being used in the fashion industry to create virtual fashion shows, virtual try-on experiences, and immersive retail experiences. MR accessories enhance a physical accessory by overlaying digital content over it. 

These accessories can help brands create immersive experiences for customers, allowing them to virtually try on clothes, access product information, and even interact with virtual models.   

Companies are also using MR accessories to create virtual try-on experiences for their customers so that they can try on clothes and accessories before making a purchase. 

MR accessories are being used to create immersive retail experiences, allowing customers to explore the store, try on items, and purchase items without ever having to leave their own homes. Additionally, MR technology can be used to create interactive displays in stores, allowing customers to explore the latest trends and products.

Between the AR and MR accessories, the differences are slim, but both have a different impact on the audiences

AR Makeovers 

AR makeovers are one of the first initiatives in the fashion world. It used to be around from the ’90s when even the iPhones and App stores are not around. 

Technology has evolved greatly since then. The front cameras of the phones are much more powerful, with advanced AR tracking for facial features and fingers. 

The developers also match the real-life colors of the beauty products. There is no way you can try that 100’s nail polishes in real life but with AR you can try them all and purchase it instantly. 

Digital-Only Clothing 

Digital-Only Clothing is the visual representation of clothing designed and developed using computer graphics, which can be used and traded in virtual realities. 

Digital-only clothing is clothing that is only available for purchase online. It is typically designed and produced by a digital clothing company, which does not have a physical shop or store. 

The clothing is usually made from digital fabric prints, which are created from images or designs that are stored and printed digitally. Digital-only clothing generally offers a wider range of styles and sizes than traditional clothing stores, as well as more unique designs.

Who is going to buy these Digital clothes? 

Digital clothing is a relatively new concept, so the people who are most likely to purchase it are typically younger people who are more in tune with the latest trends and technology.

In Q4 2020, a whopping 20 Billion USD was spent on the game's in-app purchases alone. Which are mainly skins, costumes, and accessories for game characters As per the stats, we spend an average of 6-7 hours per day online.

Like in real life, we want to express our personalities, mental states, moods, anticipation, and excitement in the virtual world also. Major brands like Louis Vuitton, Ralph Lauren, Gucci, etc. has already in this digital revolution and many are following up

The world’s first digital-only dress on the blockchain sells for $9500

Brands like Louis Vuitton have launched the Louis Vuitton skins for League of Legends and were priced at $10

ARDROBE is a marketplace purely for virtual clothing. You can buy these dresses and accessories

Animal Crossing, a social simulation video game developed by Nintendo conducted its first virtual fashion show https://youtu.be/P0xr2zRpBZU 

Ralph Lauren collaborated with Bitmoji and Snapchat to produce their own digital wardrobe

Virtual Reality and Digital Supply Chain 

Virtual reality (VR) is becoming an increasingly important technology in the digital supply chain. By using virtual reality, companies are able to create virtual simulations of their supply chain processes and operations. 

This helps them to improve the efficiency and accuracy of their supply chain operations. VR can also be used to identify potential problems and inefficiencies in the supply chain, allowing companies to quickly and easily make changes to improve the overall efficiency of their operations.

VR can also be used to create virtual training and simulations for supply chain staff. This allows them to practice and learn new processes and operations in a safe and realistic environment. By using virtual reality, supply chain staff can be trained more quickly and efficiently, as well as reducing the need for physical visits to the warehouse or other locations.

VR can be used to provide customers with a more interactive and engaging experience when shopping online. Customers can virtually explore products, creating a more immersive shopping experience. This can help increase customer loyalty and satisfaction, as well as improve the overall customer experience.

VR Illustrations 

VR illustrations are becoming increasingly popular in the fashion industry as they provide a unique way to showcase clothing and accessories. VR illustrations can enable users to interact with and experience fashion items in a more immersive way than traditional photography or video. 

Additionally, VR illustrations are often used to create virtual fashion shows, allowing designers to showcase their latest collections to customers or potential buyers in an interactive and engaging way. Finally, VR illustrations can be used to create virtual dressing rooms to help customers visualize how a certain item of clothing or accessory looks on them without needing to try it on physically.

This VR tech can reduce wastage and increase production speed, offering a win-win for companies working to become more sustainable while cutting costs. 

VR Shopping 

VR Shopping in the fashion industry is a rapidly emerging trend, as it allows shoppers to virtually try on clothes and accessories from the comfort of their own homes. This is particularly beneficial to customers who may not have access to physical stores or those who don't feel comfortable trying on clothes in public. 

VR Shopping also eliminates the need for returns, as customers can get a good feel for how an item will fit and look on them without actually having to buy it. In addition, VR Shopping can be used to create a more immersive and engaging shopping experience, which can encourage customers to purchase more items. Ultimately, VR Shopping has the potential to revolutionize the fashion industry by making shopping more convenient, accessible, and enjoyable.

VR shopping is becoming an extension of online shopping. With the advancement in the hardware and 5G network, the visuals are hyper-realistic and smoother user experience.

The Ending Line  

Disruptive technologies are revolutionizing the fashion industry by making it easier for customers to find, purchase, and wear fashion items. These technologies provide new opportunities for fashion brands to connect with customers, increase their sales, and gain a competitive edge. 

They also allow fashion companies to use data to better understand their customers' needs and preferences. Finally, the implementation of these technologies is helping fashion companies to reduce their costs, improve their efficiency, and increase their profits.