Product Visualization & Virtual Try-On will change the Retail, Fashion, and Beauty industry for good
April 6, 2021
In the context of the low-touch economy like the one we’re facing as a global community, the roles of e-commerces and digital experiences had an incredible boost in the last 12 months, even more than expected.
With all the shops and showrooms closed, brands and companies had to find a new way to get in touch with potential customers. If this could have been pretty easy for big companies that already had a strong presence online and structured e-commerces that could provide immersive digital experiences to customers, small businesses and SMEs face a completely different scenario.
Some products and services also are harder to sell online, without offering the clients the opportunity to try them on or see them in real life: we’re talking about furniture, art, clothes & accessories, and make-up.
Seeing these items on a screen doesn’t give the same feeling of try them on or experience them for real: it can be hard to understand the actual dimensions, or even the fit or the color.
Also, it’s always hard to understand whether the product would fit in a specific place, such as a house or an office, when it comes to furniture and art.
However, thanks to Augmented Reality, it is now possible to overcome all these barriers and offer potential customers a new, immersive shopping experience even from home.
Curious? Let’s see how!
Product Visualization 2.0
We’ve repeated this many times; custom AR can be expensive. Still, with the Aryel platform, it’s easy and quick to offer incredible Augmented Reality experiences keeping an eye on the budget and without the need for expensive app development.
Product Visualization, especially, is a powerful tool to showcase your products online and allow potential buyers to see them immersed in their environment and experiment with colors or different features.
Thanks to features such as Surface Recognition or Face Tracking (which Aryel builder supports), it’s easy to create engaging Try-On experiences or allow users to see your products directly at home.
Of course, some industries can most benefit from these features; let’s see which ones and how!
AR for furniture, art, and design
If you work in a showroom or an auction house, or maybe you’re an artist, and you need to find a way to showcase your works, AR can be the perfect way to boost sales and awareness.
Also, the main pain point with this industry is that transporting pieces to potential customers can be risky and expensive. Still, sometimes it’s the only way to make a sale since they want to be sure the work fits in the environment before spending their money.
However, thanks to Product Visualization, they can now simply scan a QR code or your catalog to start a fantastic AR experience that allows them to virtually place the painting or the furniture in their living room or their new office.
Supported by the Surface Recognition algorithm, the whole process is even more straightforward than before since it anchors the 3D model on a wall or floor or any surface, and the user can move in the space visualizing the product from different angles.
AR for beauty and skincare
According to this report, skincare is the second-largest branch of the beauty industry, with more than 23% of its revenue and 63% of consumers have more trust in brands with an Instagram account.
Considering these two facts, it’s pretty clear that having a solid presence on social media like Instagram can boost sales for beauty and skincare brands. But isn’t it hard to sell this kind of product online without allowing them to try products?
Of course, but here’s where AR comes in the field: Instagram is one of the most popular platforms for Millennials and Gen Z and offers the opportunity to share impressive and fun face filters on stories, IGTV, and feeds that can become viral.
With a platform like Aryel, makeup brands can easily create their virtual try-on experiences, allowing users and potential customers to try on their makeup thanks to the Face Recognition feature.
This offers the opportunity to try lipsticks, eyeshadows, blushes different shades, decide which one looks better, and buy it directly online, all in a smooth, engaging process.
Considering that with the present pandemic situation, it’s impossible to try on products even in physical stores, this could be the perfect solution for businesses to allow customers to test shades on their skin, like they were used before, and even better!
Many big companies already experienced significant uplifts from applications of beauty technologies; here’s just a couple of them:
- e.l.f Cosmetics saw a 200% higher conversion rate for online consumers using AR virtual try-on.
- Estée Lauder saw 2.5 times higher conversion rate adding virtual try-one on their digital channels.
AR for fashion & accessories retail
The fashion industry experienced a negative drop after the pandemic, with Europe’s clothing sector that faced a production fell by 37.4% in the period between April-June 2020. Retail sales of clothing products saw the most dramatic decline, with a 43.5% drop in sales. (Source: Statista)
Considering this and the fact that clothing shops are the most likely to experience closures when the pandemic reaches a peak, it’s easy to understand why most fashion sales moved online.
However, as for makeup, it can be tricky to buy clothes and accessories — especially from luxury or expensive brands — without seeing them in real life.
Understanding the actual size of a handbag, see how a pair of sunglasses would look on your face shape, or even see if a skirt is over-the-knee long can be hard simply checking a plain 2D picture online.
From the brand point of view, AR can help keep over-production under control; fashion is unfortunately known as one of the most polluting industries, and an average of 35kg of textile waste is generated per person every year in the US.
Thanks to virtual try-on and the opportunity to experiment with 3D models instead of actual garments, brands can avoid overproduction and become more sustainable and eco-friendly.
But with Product Visualization and Virtual Try-On powered by AR marketing platforms like Aryel, it’s easy and fun to offer buyers and shopping enthusiasts a new way to shop online.
Zara, the popular fast-fashion brand is already offering its users the opportunity to live AR experience from the ZARA app. Once in-store the user has to scan one of the “Experience the Look” markers placed throughout and can watch models appear in real-time on a mobile phone showing off the latest looks. The experience is also extended to customers shopping online, who will be prompted to download and use the AR app on a marker placed on the shipping box.
Users can try on a swimsuit or a dress directly from their homes, experimenting with different colors and patterns, or simply check if that it-bag is worth the hype and matches with all the outfits they already have in their wardrobe.
This could also be a convenient way to do the shopping for those who hate it or have no time to browse shops and find that perfect item for their needs. Whether users are shopping addicted or allergic to buying clothes for themselves, this is the ideal solution!
In an economic context that is moving fast and is becoming more digital day by day, AR Products Visualization and Virtual Try-On can be the perfect solution for visual industries like Art, Design, Fashion, and Beauty that need to cover the gap between off and online and find new touchpoints to get in touch with customers.
As we can see from this article, the market is going through significant changes. All the industry professionals who will take this chance will majorly benefit from Augmented Reality.
With Aryel, everyone can make their own WebAR experiences and share them off- and online through a simple URL, and creating the content for your experience is easier than you think.
You can easily create 3D models with scanning tools (simple apps you can download to your phone) or even from 2D photos of your products (perhaps with the help of a professional or a member of your team).
But if you prefer to just sit back, relax and enjoy your AR journey, get in touch with our crew: we will be more than glad to support you in every step of content creation and AR marketing strategy!