The fashion industry is on the cusp of a technological revolution that promises to redefine the way we shop, engage with brands, and experience fashion. As technology continues to advance, it will play a crucial role in shaping consumer behavior and the fashion landscape itself. From online shopping to mobile commerce and the pervasive influence of social media, technology is set to provide convenience and personalized experiences for fashion enthusiasts.
Here are two key trends driving the future of fashion:
1. Virtual Try-Ons
Virtual try-ons, a burgeoning trend in the fashion world, are met more and more often at e-commerce websites to help users engage with a product without physically ordering items. This virtual experience gained popularity during the pandemic, as dressing rooms in physical stores remained closed, and online shopping took off. Today, retailers are counting on VTO technology to not only enhance customer experiences but also decrease return rates
In essence, VTO technology appears to be the perfect solution for everyone involved. For customers, it offers the chance to try on a variety of styles without the pressure of pushy sales staff, judgmental couch companions, or less-than-flattering store lighting. As for retailers, the benefits are multifaceted. VTO has the potential to reduce the number of returns, increase customer engagement, attract the coveted Gen-Z and millennial demographic, and, most crucially, drive up sales. There is plenty of success, for example, Dior’s impressive 6.2x return on ad spend after incorporating VTO technology into its strategy according to Snap.
Numerous brands are now incorporating AR try-ons into their go-to-market strategies, enabling customers to virtually try on products like the latest Balenciaga sneakers or Valentino's ready-to-wear collection. Two campaigns were launched through the WANNA application, which was acquired by Farfetch, further underlining the growing importance of VTO technology in the fashion industry. It's not just a trend; it's a transformative force that is reshaping how we shop for and experience fashion.
2. Smart Mirrors
Smart mirrors represent another trend that is steadily gaining momentum, with retail giants like H&M and Ralph Lauren already adopting this innovative technology. The global virtual fitting room market size is expected to continue growing by 24.1% from 2023 to 2030 (Grandview Research).
Smart mirrors serve as an extension of virtual try-ons, enabling customers to effortlessly transition between different outfits without ever leaving the fitting room.
The AR Mirror technology behind these smart mirrors empowers shoppers to virtually test clothing within the confines of a retail store. This technology relies on 3D body tracking, multiclass segmentation, and cloth simulation to create realistic, on-screen representations of the clothing.
Beyond providing an enhanced shopping experience, smart mirrors offer practical advantages for retailers. They eliminate the need for extensive physical storage space in stores, optimizing logistics, and reducing costs. Notable collaborations between tech innovators and fashion giants, such as ZERO10 with Tommy Hilfiger in Europe and Coach in New York, have brought these virtual try-on experiences to physical stores, bridging the gap between the digital and physical retail worlds.
3. AI-Driven Marketing Campaigns
AI proves to be a remarkable tool that transcends traditional marketing boundaries, offering brands the opportunity to blend creativity and technology in totally new ways. These campaigns exemplify the dynamic synergy between human ingenuity and artificial intelligence in the modern marketing landscape.
There are plenty of use cases where AI brought marketing to new forms, starting from Cosmopolitan’s first AI magazine cover followed by Glamour and Vogue Singapore, many fashion brands and other industries started to use it as well.
Coperni has embarked on an ingenious journey, leveraging the capabilities of artificial intelligence. Their approach involves the creation of a continuously evolving and digitally augmented film, featuring the prominent presence of Lila Moss. What sets this campaign apart is its scale—no less than 320,000 unique versions of this film will be generated and streamed live on YouTube.
It is not only about fashion! Heinz decided to take a dip into the generative AI craze by asking a simple yet intriguing question: "What does AI think ketchup looks like?"
This question served as the launching point for a viral marketing campaign where they fed DALL-E 2 prompts like "ketchup in outer space," resulting in a delightful collage of whimsical Heinz ketchup images. But Heinz didn't stop there. They went a step further to engage their audience by turning the customer journey into an interactive social experience. They encouraged their followers to share their own AI-generated ketchup images, creating a sense of participation and fun.
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