Glossy – As fashion brands are embracing augmented reality, the question remains of whether there is an actual appetite for such tools or if brands are pushing them in spite of apathy from consumers.
Over the past few years, augmented reality has become a powerfully appealing idea among Silicon Valley elites and marketing teams across industries, and some reports put the AR market at $83 billion by 2021. What’s more, a number of new AR-powered initiatives from brands in streetwear, luxury and mass fashion show that the fashion industry has confidence in the technology, but how much of that enthusiasm is reciprocated by consumers?
“The retail categories that are best suited for augmented reality are those with products that are very visual, like apparel and cosmetics, and those that are expensive to display in multiple assortments of style and color, such as furniture and décor items,” said Jeffrey Neville, svp and practice lead at BRP Consulting Firm. “Since approximately 50 percent of consumers say they are more likely to shop at retailers that offer augmented reality, it is something retailers should be evaluating.”