How are Fashion Brands Leveraging Technology to Enhance the Customer Experience?
Snapchat Fashion Filter: Vogue Business
While the in-store experience for some fashion customers is exciting and relaxing, for others, it can be more of a hassle. Waiting in lines outside the dressing rooms and trying on different clothes continuously can be exhausting for some. In addition, with the COVID-19 pandemic ongoing, going into stores and dressing rooms is still not a possibility for many. To resolve this issue and give customers an enhanced experience, several fashion brands have been leveraging AR or augmented reality.
As the name suggests, augmented reality presents an advanced version of the real world using visuals, sounds, or other stimuli created through technology. GAP is one such fashion brand that has worked with Google and Avametric (a tech startup) to launch its very own augmented reality app called “DressingRoom”. DressingRoom allows customers to “try” clothes without the hassles that the in-store experience presents. The user can simply input their body measurements on the app to create a digital version of themselves. After, they can try on the different clothes in GAP’s portfolio in a few clicks, by dressing their digital selves in those clothes. Similarly, Reformation is another fashion brand that is using AR to enhance the customer experience. In their stores, they have screens where customers can browse through the different clothing options and select the ones that they would like to try. Then, the customer can go to the trial room where an assistant would be present with their preferred clothing in their size. This process not only makes the customer feel more relaxed and comfortable, it also ensures social distancing.
AR offers numerous opportunities for fashion brands to enhance their customer experience and differentiate themselves from their competitors. It also offers necessary solutions to the ongoing pandemic.
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