Filters and virtual reality: the fashion of the future is just around the corner

December 21, 2020 at 13:16 p.m.
Filters and virtual reality: the fashion of the future is just around the corner. PHOTO: Wallpaper
Filters and virtual reality: the fashion of the future is just around the corner. PHOTO: Wallpaper

 

The economic decline brought about by the confinement and the global crisis resulting from the virus pandemic SARs-COV-2 it has impacted numerous industries, including fashion.

That is why, in order to survive, many brands have had to adapt to the new dimensions and opportunities offered by the digital world, where innovations in e-commerce are essential: from web pages to social media channels.

According to the report State of Fashion 2021 de McKinsey, 13% of European consumers, as a result of the pandemic, were ready to access the offer of retailers, while in April it was established that a quarter of US and European shoppers spend online.

Also, recently LVMH, the most prestigious luxury clothing conglomerate, announced the creation of a position of omnichannel manager with the aim of responding to the increase in online shopping.

From 3D in-store experiences to virtual reality dressing rooms, robotic tailors and shoppable Instagram filters, there are now a host of innovative and immersive solutions to keep your sales going despite brick-and-mortar stores being closed indefinitely.

Some of the leading brands in this developing market are PE Nation, Gucci, Savile Row and Salvatore Ferragamo.

PE Nation

In the case of PE Nation, for the launch of its sustainable collection made with recycled fabrics, the Australian brand launched a filter of Instagram inspired by fitting rooms, which allows shoppers to try on three ski jackets online.

In this regard, the co-founder of the brand, pip edwardsdeclared "We decided to work with the Institute of Digital Fashion (IoDF), recognized for having a strong spirit of sustainability, inclusiveness and always innovating within the sphere of fashion".

This filter features realistic garments made in 3D with faux fur and was carefully manipulated to fit within the Instagram space frame by lowering the polygon count of the original model.

In this way, buyers can show off their ski jackets with a setting that evokes alpine landscapes. In this regard Edwards commented: "The background scenes are a manipulation of multiple different places, created by the digital environmentalists of IoDF and inspired by the mood boards",

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Gucci

As long as Gucci, since June 2019 became the first fashion brand to incorporate augmented reality into its Ace Sneaker Try On app, allowing users to try on Ace sneakers from a mobile app.

For the launch, the fashion house collaborated with a start-up de Belarus Wannaby which seeks to resolve the disconnect between merchandise online and the shopper at home.

With the Gucci app lovers of sneakers they can select the Ace style they prefer, point the camera of their mobile device at their own feet to try them on virtually, and share the result through their social networks.

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Saville Row

For the iconic brand of tailored suits, Saville Row, facing social distancing is possible thanks to Mr. Hammick, the first telepresence robot, who, with the help of a local assistant, travels to meet the clients and executes the adaptation tasks directed from Hutsman's Curtter in London or New York.

Featuring a touchscreen and robotic arm, Mr. Hammick can be maneuvered ramote, allowing Hustman's cutters (who connect via audio-visual link) to maneuver around the body, zoom in, record and photograph specific details of the garment; while staying in contact with the customer.

By eliminating physical travel, the service accelerates its signature personalized service and allows for greater flexibility in appointments and care.

In addition to Mr. Hammick, the brand made live video chat available for purchases: Hero, and Toshi, a white glove delivery service, that allows customers to have parts delivered to their door and, with the help of an assistant, pin and measure garments to the specifications of their choice.

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Salvatore Ferragamo

Lovers of the classic Ferragamo Tramezza shoe can rest assured that they can follow the trends of the Italian brand, because have developed an immersive shopping experience in collaboration with Microsoft, from which they can customize their favorite style and see the result in 3D.

With the Hevolus Augmented Store at home platform, Ferragamo allows the customer to place personalized orders using an online selection tool that offers 3D reproduction in a large number of materials, such as leather or suede, and different colors.

In addition, shoppers can connect with a store assistant through an online appointment, who, using a holographic computer HoloLens 2 from Microsoft, you can virtually enter the digital fitting room and advise customers.

At the conclusion of the procedure, customers can see a digital prototype of their shoe in augmented reality.

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