More than a decade ago, no one would have thought that you could buy things online through a screen; a few years ago, no one would have thought that you could try on clothes online.
In the middle of the year, Victoria’s Secret UK went bankrupt,
H&M’s May pre-tax loss was nearly US$695 million,
ZARA announced the closure of 1,200 stores worldwide,
Starbucks will close 400 stores in the next 18 months,
Chanel announced the suspension of production,
Hermes announced the discontinuation of production,
and so on.
Some people go bankrupt, some people obtain wealth overnight. Even a century-old brand has to face the crisis of bankruptcy under the impact of the COVID-19 Pandemic.
The global consumer market is still in a state of uncertainty, and consumer confidence is at a historically low value. According to Bain & Company’s mid-range model forecast, the performance of the luxury goods market in 2020 will shrink by 22% to 25% compared to the same period last year. The market value decreased by about 60 billion to 70 billion euros (YICAI).
The real economy has fallen in the PK with in-house economy. Luxury brands that put the physical sales experience are needing to utilize all possible online tools to reshape communication with customers. Using XR to expand sales channels and redefine the form of luxury retail may be the best choice offline and in the future.
Gucci, a luxury brand, has cooperated with the photo social application Snapchat to launch an AR filter that enables users to try on shoes online.
用户先在手机上选择想要试穿的鞋款，以Gucci Ace、Gucci Rhyton、Gucci Tennis 1977、Gucci Screener四款为主，再将智能手机对准自己的脚即可试穿。
Users first select the shoes they want to try on on their mobile phones, mainly Gucci Ace, Gucci Rhyton, Gucci Tennis 1977, and Gucci Screener, and then point their smartphones at their feet to try them on.
After choosing the shoe style, you can click ‘buy now’ and checkout.
In addition to Gucci, brands such as Nike, Adidas, and Jordan have also joined the AR shoe trend.
BMW is one of the first companies to use AR to provide users with innovative ways to explore brand products.
Through Google’s AR technology Tango, users can see the model of the car to be purchased in its real size, choose the color, and make sure there is enough parking space for the car. This is an excellent service method for users with high aesthetic requirements or limited space.
Mercedes-Benz equipped future cars with AR intelligent navigation systems. The AR heads-up display can directly project key navigation information within the driver’s line of sight, including direction, vehicle speed and target distance. The driver does not need to move his vision away from the road or look down at the dashboard. The next street and turn will be displayed directly on the road, displayed on the windshield in the form of arrows.
Chase Buckle wrote in “2019 Luxury Market: What Brands Should Know”, that the luxury consumer group is gradually becoming younger. The generation that has grown up with the digital age has a very different consumption concept from the past. These young people are more keen to express themselves in various ways on social media platforms.
Popular social applications such as Douyin, tiktok, Instagram, etc. have all launched AR functions. Everyday developers design basic pendant doll filters for users. More importantly, it has attracted a large number of luxury brands to incorporate their products into the platforms. ,
For example, Dior launched a series of holiday makeup applications, in the form of makeup mirrors to show users the experience of lipstick shades, eye shadow color, etc., attracting countless user experiences and bringing hundreds of millions of new user traffic to the brand.
Using technology to improve the luxury consumer experience strategy. In addition to attracting more shoppers, these AR applications can also help brands manage their consumers’ expectations and attitudes towards appearance before buying.
For example, consumers can place AR images of handbags or sports shoes next to other clothing online to simulate the in-store experience before purchase, thereby improving customer satisfaction and reducing the possibility of customers returning products due to dissatisfaction.
Shibuya PARCO has created a “next-generation digital fashion building” for the mall, integrating the real world and the virtual world. Among various consumer-level XR services, there is a “FXMirror” 3D virtual fitting mirror.
Using the mobile phone and AR combined with the dressing mirror to create a 3D simulation for the user to choose different styles of clothing to match the buyer. Based on XR technology and tracking technology, the 3D simulated person in the mirror can also reflect the user’s facial expressions and body movements in real time.
It eliminates the frequent changing process, and also reduces the worries of lipstick being wiped off during the fitting process for female shoppers. AR fitting is convenient and fast. For the brand, it can allow sellers to work with more consumers at a time.
Maybe in the future, the dressing mirror at home will also become a virtual dressing mirror. AI intelligent computing is added to obtain family body data and dressing style, intelligently recommending personal style, and complete online shopping experiences in one stop.
从Glastonbury的“Lost Horizen”音乐节到The Fabric of Reality时装秀，大型聚会活动也在与XR结合。
From Glastonbury’s “Lost Horizen” music festival to The Fabric of Reality fashion show, large gatherings are also being combined with XR.
The Fabric of Reality时装秀，是设计灵感与VR结合的概念性走秀，颠覆了传统走秀仅用双眼看的视觉体验。
The Fabric of Reality fashion show is a conceptual catwalk experience combining designers and VR, subverting the visual experience of traditional catwalks that only use two eyes. Telling the designer’s story through digital experiences, allowing for unconstrained imagination to materialize; the experiencer will experience the future of fashion through immersion, and interact with it.
The luxury goods industry is undergoing a profound transformation, and the importance of digital upgrades to brands is self-evident. AR blurs the boundaries between the virtual digital and physical worlds, and brings consumers a real and interesting consumption experience.