Fashion Augmented Reality App: Pros and Cons

What is Augmented Reality in Fashion?

Augmented reality (AR) in fashion is a technology that adds digital elements to the real world, creating interactive visual effects that help users engage with fashion items, accessories, or cosmetics without physical contact. This allows users to stay in their usual environment while interacting with virtual fashion looks. AR in fashion retail is especially popular for virtual try-ons, where users can "try on" clothing or accessories using a smartphone or other device to see how they would look in reality.

Key Directions for AR Development in Fashion Include:

1. Augmented Reality for Clothing:

   The main goal of this direction is to enable users to "virtually" try on clothes or accessories at home to see how they would look on their bodies.

2. Virtual Makeup:

   Apps like Sephora allow users to test cosmetics on their faces by using their smartphone cameras.

3. Interactive Storefronts:

   In some stores, AR technologies are used for displays that "come to life" when customers walk by, showcasing product information.

4. Augmented Reality Mirrors (AR Mirrors):

   These innovative devices combine traditional mirrors with AR technology, allowing users to see their reflection overlaid with digital items, such as clothing, accessories, or makeup, in real-time.

How to differ AR from VR?

AR overlays digital elements onto the real world as seen through a camera or special glasses, while VR creates a completely new virtual environment where the user is fully immersed, disconnected from reality.

- AR is often accessible through standard smartphones, tablets, or special glasses, while VR usually requires VR headsets that completely block out the real world.

- In AR, you interact with both the real world and digital elements within it, while in VR, you’re exclusively in a virtual environment where all objects are part of a created simulation.

Thus, augmented reality try-ons enhance the real world with virtual fittings and interactive elements, while VR can be used to create full-scale 3D shows or presentations completely separate from the real world.

How is augmented reality fashion e-commerce?

Let’s explore some widely-used augmented reality fashion apps in the field of online clothing and footwear commerce, providing insight into these apps' functional capabilities, quality, and potential for integrating AR in an online store

Many companies claim to use AR for clothing. Each of them has its unique features, advantages, drawbacks, and challenges. Here are some of the most well-known platforms:

1. Amazon is one of the brands seeking to capture the market with an augmented reality clothing app. Their promotional video demonstrates that their "AR fitting" service aims to let customers try on augmented reality outfit before buying. However, the feature is currently limited to shoes and sunglasses and is only partially available in the Amazon mobile app. It seems to be in a testing phase, as it's challenging to locate and use. On the one hand, Amazon’s presentation is impressive and inviting, but on the other hand, even a giant like Amazon has not yet delivered a fully developed solution.

Additionally, this feature serves only for visualization, not for size recommendations, meaning it doesn’t solve the issue of choosing the right size. From their video, it’s clear that their AR technology still requires improvements, as the colors and textures of shoes or sunglasses may not be entirely realistic.

2. Zara has also experimented with an AR try-on service in its mobile app, allowing customers to preview different styles and sizes on virtual avatars. However, based on a video posted on Zara's official Instagram page, the augmented reality fashion app they’re using appears even less advanced than Amazon’s, as the avatars and outfits look quite cartoonish. Although Zara attempted to implement AR for clothing, this feature does not seem to be actively used anymore. Instead, Zara has focused on ensuring that customers choose the right size with their built-in "Find Your Size" tool, which is now available on their website.
3. ASOS. On January 14, 2019, ASOS announced the "See My Fit" feature, a fashion AR for clothing to let customers see how clothing looks on different avatar models, offering a more realistic virtual try-on experience. However, this feature still seems to be in testing and, as of late 2024, remains unavailable.

If ASOS were to launch the AR clothing app in the future, it would provide customers with a more appealing way to visualize clothing. However, given previous examples, ASOS would need to refine its AR technology to avoid the quality issues experienced by Amazon and Zara.

4. Walmart’s "Be Your Own Model" feature allows customers to upload a photo and see how clothing would look on them. This tool is available in the mobile app for brands like Free Assembly and Levi's. However, Walmart’s augmented reality apparel still suffers from the same issues with image quality and clothing visualization, making the feature less practical. Over time, there’s been little visible progress in improving this aspect of the AR try-on experience. Moreover, it’s unclear how the tool handles strapless tops and dresses, and it currently doesn’t support men’s clothing. Perhaps the biggest concern is privacy, as Walmart has yet to address the question of handling the nearly nude photos required for this feature.

We’ve reviewed some of the most prominent augmented reality fashion apps that have truly created a buzz in the fashion and e-commerce sectors. These solutions have had the financial backing, support from global brands, major online stores, access to extensive data, years of experience in e-commerce, and a solid understanding of the challenges in online shopping. However, despite these advantages, the results show incomplete solutions that still require significant improvement.

Many may wonder: Will augmented reality for clothing, footwear, and accessories ever truly succeed? We believe the answer is YES, but not in the immediate future. With years of experience in this field, we understand that delivering a truly refined solution that would also be accessible to all online stores will require addressing numerous challenges, each demanding substantial time and resources to resolve.

Advantages and Disadvantages of Using Augmented Reality in Fashion Retail

Potential Advantages of Using AR in Fashion Retail

1. Enhanced Customer Experience. AR mirrors and ar for clothing allow customers to virtually try on clothes and accessories without physically wearing them, which is particularly convenient for online shoppers or those unable to try on items in-store.
2. Reduced Risk of Misfit Purchases. AR helps customers better visualize how items will look in reality, lowering the likelihood of unsatisfactory purchases.
3. Personalized Recommendations. AR technologies in fashion can collect data on customer preferences, enabling more personalized style and size recommendations.
4. Increased Engagement and Positive Brand Image. Brands that implement AR innovations can stand out in the market, boosting customer engagement and creating a modern, innovative brand image.

Disadvantages of Using AR in Fashion Retail

1. High Implementation Cost. Developing, deploying, and maintaining AR technologies requires significant financial investment, which may be a barrier even for large brands and retailers.
2. Technical Limitations and Potential Errors. Augmented reality fashion app may inaccurately depict clothing fit or appearance, leading to disappointment if the actual product differs significantly from the virtual preview.
3. Integration Challenges with Existing Systems. AR requires adaptation to existing online platforms and inventory management systems, a complex and costly process.
4. Device Requirements. Users need modern smartphones or tablets that support AR, which may be inaccessible to some of the audience. Additionally, complex AR applications can drain battery life quickly or impact device performance.
5. Privacy and Data Security. For personalized experiences, AR gathers some user data, requiring access to cameras or personal photos, raising privacy concerns. Companies must rigorously protect data to avoid potential breaches or privacy violations.

Despite the challenges, there are already well-established solutions on the market, like the LookSize online fitting room, which addresses one of the biggest issues in online shopping: size selection. LookSize is a highly effective virtual try-on solution, offering ease of use and accurate size recommendations. Utilizing the latest technology and AI-driven software, LookSize ensures customers receive precise sizing suggestions. The solution is also known for its simple integration, affordable pricing, a free one-month trial, and significant benefits, including a 30% reduction in returns and a 25% increase in conversion rates.

Conclusion

Augmented reality in fashion retail opens new possibilities for enhancing online shopping convenience and attracting customers, making shopping more engaging and personalized. However, these innovations require significant investment and infrastructure to ensure accuracy, data security, seamless integration, and continued development. For these reasons, we recommend trying existing virtual fitting solutions like LookSize, which can immediately enhance the customer experience in your online store.

Roman Tsukhyliak
Head of the Business Development
Master's degree: Economics and management
Gender: Male
Year of birth: 1998
Lviv, Ukraine

E-mail: roman@looksize.com