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.

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

42. LONDON FASHIONWEEK

43. LONDON FASHIONWEEK

44. INTERACTIVE CLOTHING

45. INTERACTIVE CLOTHING

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

56. Fashionista Video

57. Fashionista Video

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

73. Augmented Reality Statistics