Augmented Reality And Fashion
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This is a presentation I gave at FashionCamp LA on Sunday, June 13th. I spoke to useful executions of Augmented Reality along with how AR is currently being used in Fashion.
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Augmented Reality And Fashion
- 1. Augmented Reality: From Marketing Buzzword To A Better Consumer Experience
- 2. SHOW OF HANDS: How many of you know what Augmented Reality is?
- 3. My reaction to AR for the 1 st time…
- 6. AR is the future of how we will interact with digital information VIEW INTERACT ACCESS
- 7. Usually shown as reality in popular movies today…
- 9. AR looks cool, but is anybody actually using it?
- 11. Major advertising and marketing channels have started using AR
- 12. Online has exploded with branded engagements
- 13. Muscle Milk AR packaging
- 14. Online, all the consumer needs: Decent Computer
- 15. Online, all the consumer needs: Decent Computer Regular Web Cam
- 16. Often times a marker (or glyph):
- 17. And sometimes just an image:
- 18. Some AR executions require:
- 19. This is a barrier for the consumer
- 20. So beyond all the hype, what’s practical for AR in the here and now?
- 22. But, just because you can do AR, does that mean you should?
- 23. What makes a good execution?
- 24. Put on your “Consumer Hat” Would you hold a print magazine up to a webcam to watch a 5 minute video?
- 25. Utility is key… Are you trying to add value for the consumer or for you?
- 26. Here’s a few examples that work…
- 27. Online - THE USPS
- 28. Online - THE USPS
- 29. OOH - PSA IN AMSTERDAM
- 30. OOH - PSA IN AMSTERDAM
- 31. POP - LEGOS’ KIOSKS
- 32. POP - LEGOS’ KIOSKS
- 33. Now, Let’s Talk AR + Fashion
- 34. RAY-BAN VIEW AT HOME
- 35. RAY-BAN VIEW AT HOME
- 36. TISSOT RETAIL WINDOW DISPLAY
- 37. TISSOT RETAIL WINDOW DISPLAY
- 38. HUGO BOSS’ DRIVE TO RETAIL
- 39. HUGO BOSS’ DRIVE TO RETAIL
- 40. ADIDAS’ SHOES
- 41. ADIDAS’ SHOES
- 46. Now For The Fun Stuff… Some Actual AR Demos…
- 47. Webcam Social Shopper Augmented Reality Shopping
- 48. Shopping Offline Is An Emotional Experience
- 49. Online, Not So Much
- 51. Abandoned Carts 45% of U.S. online shoppers abandoned shopping carts multiple times over a span of three weeks. (Paypal & ComScore)
- 52. Low Conversions Conversion rates are low , with the “gold standard” being between 2% and 3%
- 53. High Return Rates The average return rate for online clothing retailers is about 20% but goes as high as 50% for some. (Forrester Research)
- 54. But What If Consumers Could Have That “At The Rack” Experience, Online?
- 55. Webcam Social Shopper Demo
- 58. ZugSTAR Augmented Reality Video Conferencing
- 59. Video Conferencing & Chat Today Limited to conversation Little to no real-time interaction or collaboration
- 60. Video Conferencing + Augmented Reality = Ability to share and interact with content in real time
- 61. ZugSTAR Video
- 62. ZugSTAR Video
- 63. “ If I had asked people what they wanted, they would have said faster horses.” - Henry Ford
- 64. The Future Of AR
- 65. True Markerless Via An Average Webcam More Immersive Experience Online / Kiosk
- 67. Connected TVs Will Be A Powerful Medium
- 68. Future Of Shopping Will Be Digital
- 69. Future Of Shopping Will Be Digital
- 70. “ The best way to predict the future is to invent it.” - Alan Kay
Editor's Notes
- Does it provide value for your consumers or your boss?
- Does it provide value for your consumers or your boss?
- It’s utilitarian and provides no emotional satisfaction. Conversion rates are low, with the “gold standard” being between 2% and 3%. Cart abandon rates are high. 45% of U.S. online shoppers abandoned shopping carts multiple times over a span of three weeks. (Paypal & ComScore) The average return rate for online clothing retailers is about 20% but goes as high as 50% for some. (Forrester Research) "If I'd asked people what they wanted, they would have said a faster horse .“ – henry ford
- Not saying that we shouldn’t listen to our consumers… just saying that we should be leading them and innovating for them.