By Mitch Rice
Of all the developments in technology in the last decade, some of the most exciting and interesting have come from the realm of Virtual Reality (VR) and Augmented Reality (AR). What was once considered something that only appeared in the pages of sci-fi novels, VR and AR have quickly become established parts of the technological landscape in the 21st Century. While they may seem like an unlikely pair, VR, AR and the fashion world are likely to collide in the eventual future, much the same as these technological marvels have already begun to be used in many other sectors in society.
From potentially being able to try on clothes from brands like Fendi via AR to having catwalks in VR settings, the world of fashion seems like an exciting place to experiment with the budding technology of AR and VR. For those who have followed the world of fashion, this is likely unsurprising considering that the fashion world and industry has perpetually tried to push its boundaries, often using technology to give it a helping hand. But other than the stunning virtual NFTs we can look forward to gracing the world of fashion, what are some other perks that VR can offer this industry?
Environmental Sustainability
Recently, the world of fashion has come under criticism for the culture of fast fashion which leads to negative environmental consequences due to the wastage of resources and its cost to nature. With the fast paced nature of the modern fast fashion cycle and the fact that many clothes are now purchased online without being able to be tried on, this has led to an increase in clothes being discarded either because they don’t fit the customer or because they are no longer trendy.
VR and AR provide a good middle ground for people who mainly purchase clothes online. Since they take much of the guesswork out of making online purchases. Using VR or AR, it is possible for consumers to essentially virtually try on an item of clothing to see how it would look on their body, much like a traditional changing room. This allows consumers to make more informed decisions before buying clothes online and thus will hopefully lead to wiser and more long-lasting purchases. As such, this helps the shopping experience to retain all the traditional perks of online shopping such as lower costs, convenience and a wider range of products while adding an additional dimension to the experience to improve it. Rather than having to make a stab at taking your own measurements, you can simply let the software give an estimation of what the clothes would look like on you and ascertain with your own two eyes that you like what they look like.
The world of fashion is hardly a stranger to using for such applications and many applications as well as brick and mortar stores have means for clients to “try on” items such as makeup looks or accessories. In the future, such applications are likely to continue expanding and will be used in wider contexts to ensure customer satisfaction before purchasing.
The Great Equalizer
As VR and AR technology continue to become more accessible, it is possible that it may be the key for more budding indie fashion designers to get their designs out into the market rather than having to wait for a big break. As is, social media and the internet at large have been huge assets with regards to helping smaller brands spread the word about their products. Not only is it often more cost effective to establish yourself online, but the fact that news can spread remarkably fast through a variety of online communities is a valuable marketing strategy if correctly employed.
However, currently smaller brands may have limited opportunities to showcase their clothes on a variety of models due to how costly it can be. VR and AR can be of great assistance with this as it is possible for customers themselves to see how a product would look on their body and thus not have to rely on the brand advertising to guess how the product would appear. Additionally, AR and VR can play a role in marketing campaigns for such brands due to the interactive nature of the platforms.
Naturally, brand names will likely capitalize on this technology as well to run their own campaigns, however the fact of the matter is that the technology is still similarly accessible regardless of the size of the business. As long as the marketing department is resourceful, it is possible to harness this amazing technology to come up with an innovative and pioneering marketing strategy. As such, VR acts as a sort of equalizer and allows the playing field of the fashion industry to be somewhat leveled and lowers the barrier to entry.
VR and AR technology hold seemingly limitless potential that have barely begun to be explored. The technology is in its infancy and has yet to be fully applied to a variety of industries. However, considering the constant improvements made to the technology and how integrated it is becoming in our daily lives, perhaps it’s only a matter of time before we see it gracing the red carpet.
