Solution to COVID-19: The new virtual fitting room:
The impact of COVID-19 on the fashion world:
The Covid crisis has shaken many sectors, including fashion. According to Madamelefigaro: "Containment measures have brought textile factories to a standstill and stores to a standstill. It has also had a profound impact on Fashion Week, which has had to reinvent itself to maintain exposure for fashion brands". The health crisis could also have an impact on customers, who are less inclined to spend. A survey by Opinionway shows that the French intend to cut their fashion budget by 28%. Even though stores have recently reopened, fitting rooms are, for the most part, still inaccessible. The solution: the new virtual fitting room.
The article in Echoes emphasizes that "we are still buying more on the Internet (+13.4% of spending in 2018 in France, according to Fevad), but not enough clothes. The in-store fitting remains essential for very many consumers." The Cartnetsduluxe blog also points to the staggering decline in in-store footfall. "According to figures published by Le Figaro, footfall in French fashion stores would have decreased by 59.8% compared to 2019." A hard blow therefore for this sector or usually, the relationship and physical stores prevail. But how can we manage to keep the link in the face of the situation? How can we convince customers to return to the brands?
Augmented reality, a solution to the current crisis :
To overcome this crisis, fashion brands are betting on innovation and new technologies. Solutions such as teleshopping and videoconference shopping are making a comeback... Any way you can to stay in touch and keep on seducing. However, the most innovative and attractive solution is augmented reality shopping. Innovatys-consulting explains that "online clothing sales are exploding, thanks in particular to services that "reassure" customers, but are relatively costly for retailers. Free returns and exchanges, for example, are now common practice, but weigh heavily on both logistics and financial management for brands." To limit these impacts, including environmental ones, many retailers are working on virtual fitting solutions. It offers a simple alternative for customers halfway between the all-digital and the physical.
New technological process:
Augmented reality could well be boosted this year by the health crisis. This technological process has also developed rapidly in the field of beauty. Thanks to applications, it is possible to try products without applying them on your skin. We will have the opportunity to zoom in again on how to "test your favorite products from your couch." AR can be useful for trying on clothes without going through the physical fitting room. The "V-commerce" (the one that uses virtual or augmented realities), allows to test without going to the store has therefore a nice margin of progression in front of him. Brands and retailers believe in it, as shown by the solutions that some of them have been proposing for several months already. But who are the pioneers in this field?
Chanel and Asos, pioneers of the new virtual fitting room in fashion:
"At the beginning of 2020, even before the health crisis broke out, several brands had already bet on these virtual fittings. They were thus able to get a head start during the containment period," points out the blog carnetsduluxe. Chanel, for example, has deployed a new virtual fitting room program. Mobile applications and connected mirrors enable users to discover pieces from the latest collections, immerse themselves in the runway shows to draw inspiration from the looks, and travel through the world of Chanel. Much more than just a shopping aid, this booth intelligently complements the work of the fashion advisors. Customers connected to the program have access to the entire Chanel collection for their online shopping. " With this connected fitting room, Chanel has combined cutting-edge technology, a shopping experience and personalized support," says conected-store.
For e-tailer Asos:
The British e-tailer Asos is also among the precursors having announced on January 14 the launch of its new tool. Its online sales platform, the virtual fitting room works differently. At the beginning of the session, the customer is invited to select the mannequin whose morphology is the most similar to hers. And it is this mannequin who then animates the fitting session. Named "See My Fit", it allows to display a garment worn on several morphologies. The digital factory adds that "the tool named "See My Fit" allows you to see 16 models wearing one of 800 selected dresses with sizes that range from 34 to 48." Asos explains that the tool digitally layers the selected product onto the models, so that the images presented to customers appear as if they were real photographs.
This is a real boost in an era where in-cabin fittings are subject to strict health safety protocols (quarantining clothes or steaming them to eliminate bacteria). This proves that virtual fittings are not just a spare tire. On the contrary, it has its place in post health crisis marketing strategies.
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