Although still nascent, augmented reality (AR) technology holds the potential to become an integral part of fashion, advertising, entertainment, and our everyday routines, reshaping the world as we know it. But will that potential be realized?
AR is the process of placing a digital layer over the top of physical elements to create a cross-boundary experience. Rather than replacing the real world, like virtual reality, it simply enhances it.
Is AR the future?
Consider the era of silent movies. People embraced this type of film because they hadn’t experienced anything different yet, and there were no alternatives.
However, the introduction of color and sound made the movie-going experience much more enjoyable.
In a similar vein, AR is poised to transform the fashion industry. AR is, in essence, the addition of color and sound to this industry, breathing new life into the way fashion communicates with consumers.
From a more simple perspective, people’s fundamental desires have remained fairly consistent over time. They seek enjoyment in life, minimal effort, and a way to maximize their emotional experiences. The thirst for more, and for it to arrive faster, is a universal human trait.
Zero10’s AR-powered try-on activations are transforming the retail scene. Photo: Zero10
In today’s digitally saturated world, alongside the explosive boom in artificial intelligence, traditional methods of conveying brand identities and product uniqueness, such as photos and text, are rapidly becoming outdated.
There’s also the matter of information overload. On a daily basis, audiences are inundated with news, promotions, campaigns, and more. Brands face the challenge of seamlessly integrating these new technological advancements into the customer journey without adding to the information burden.
This is where AR comes into play – it is a new way for people to receive and utilize information.
Instead of the conventional approach, which entails stumbling on an ad for a new clothing item on social media, liking the ad, visiting the brand’s page to find the piece and gathering product information, and going to a store to physically try the item on – a process that takes time – AR tools offer a streamlined alternative.
For example, with a tool like Zero10’s AR Storefront, a customer can simply walk by and instantly see the latest collection, try on the jacket virtually and access all the relevant information about the product. This is the future of how people will consume information – efficiently, seamlessly, interactively and with minimal effort.
The reality is, there are always two types of players in the innovation game: those who invest, experiment, and explore, and those who approach with caution, or hesitate. The latter group usually ends up missing out on opportunities.
Making AR mainstream
When it comes to embracing AR and making it widely used, it’s a two-way street. The responsibility doesn’t solely rest on the shoulders of developers and inventors, it also depends on the active engagement of audiences, businesses, customers, and various stakeholders within the market ecosystem.
Looking back at the early days of e-commerce, it was a groundbreaking concept. The notion of purchasing clothing or shoes without physically trying them on at a brick-and-mortar store seemed implausible.
In 2020, a number of companies had only just begun to explore these digital avenues, essentially forfeiting a two-decade head start. Meanwhile, early adopters were leveraging e-commerce to boost sales, creating a clear divide between those who embraced innovation and those who remained hesitant.
The reality is, there are always two types of players in the innovation game: those who invest, experiment, and explore, and those who approach with caution, or hesitate. The latter group usually ends up missing out on opportunities.
Zero10 has teamed up with Coach, Tommy Hilfiger, and JD Sports to bring its proprietary AR tech to the retail landscape. Photo: Zero10
But blindly chasing every new trend is not the way forward. Instead, integrating AR should be a planned decision with specific goals, expectations, and a commitment to draw meaningful conclusions from the experience. However, the most important step is to give it a try.
Some may question the rationale behind diving into the AR try-on field when its benefits remain unproven. The answer is quite straightforward: people love it.
From what we have witnessed with our own projects, customer affinity for AR tools, virtual try-on technology, and interactive experiences is indisputable.
As more brands embrace virtual try-on tech, the way is paved to accumulate valuable metrics and data, though this takes time and numerous use cases.
Furthermore, unexpected factors can play a pivotal role in driving widespread adoption, as demonstrated by the Covid-19 pandemic’s acceleration of online shopping. These external forces are catalysts for change and innovation, further propelling AR into the mainstream.
Early innovators and adopters are driving widespread AR adoption forward. Photo: Zero10
The pioneering path
Being pioneers in our field, we face unique challenges as a small startup that aims to revolutionize the industry. What sets us apart is our commitment to innovation and our pursuit of cutting-edge AR technology. While our chosen path is not without its obstacles, it offers us a distinct advantage as there are very few competitors in this specialized niche.
We believe that the real value lies in creating AR solutions that push the boundaries of what technology can achieve.
For Web3-centric tech to truly take off, arbiters and brands alike need to work together as partners to navigate the uncharted territory of AR integration.
Our job is to encourage these legacy leaders to take calculated risks, and embrace technology to transform their businesses. But as we have seen over the past year in Web3, this responsibility is not to be taken lightly. It requires professionals who wholeheartedly believe in the transformative power of AR.
AR-enabled solutions are gaining traction as consumers call for better personalized and seamless experiences. Photo: Zero10
When we launched the Zero10 AR Mirror prototype in October last year, we encountered interest from brands, tempered by cautiousness. However, our pilot project with Tommy Hilfiger in March this year marked a turning point.
In just six months, we rolled out more than 35 AR solutions, including AR Storefront, AR Mirror for Wholesale Showrooms, and in-store AR Mirrors. The demand is there. Now, it’s about showing the industry how to correctly harness and navigate it.
This is an opinion piece where all views expressed belong to the author.
Jing Meta Insider is the new op-ed from Jing Meta, the latest publication which remains at the cutting-edge of the metaverse, new technological innovations, and Web3. We invite experts from across the field of Web3 luxury, fashion design, and retail to share their insights on the latest current trend, conversation or development making waves across the virtual landscape.
