The rise of immersive technology has been running rampant in the fashion industry since the beginning of the Covid-19 pandemic.
Now more than ever, it is easy to access a virtual fashion show or try on a pair of sneakers from your own smartphone. Brands such as Gucci and Dior have launched apps that allow customers to see what a pair of shoes or sunglasses would look on like through their camera lens. It has proven to be a great way to keep brands afloat while physical stores were closed. Now the jewellery market is in need of an AR update with online brands being targeted such as ASOS to give accessories a revamp.
So what exactly is AR?
Augmented reality is a process of enhanced visualisation where real world objects are enhanced by computers. In other words, it plays with the senses such as sight and sound through technology to create a different reality. In many ways, altering the perception of reality has been extremely beneficial for the fashion and beauty industries with consumers still being able to have a personal connection with the items. It falls in line with other major developments like VR (Virtual Reality).
Alessandro Michelle, the Creative Director of fashion house Gucci, announced in 2020 that the brand would become 'seasonless' and only host a few shows a year, some being purely virtual. While this may come as a shock to tradition, the virtual move has had very positive reviews as it helps tackle issues regarding sustainability. It also gives audiences around the globe the chance to indulge in the fashion shows from the comfort of their own home.
But how will it help the jewellery market?
Since the pandemic, the jewellery market has faced many repercussions and the closure of various outlets. This stems from the inability to purchase and try items in bricks and mortar stores. Immersive Promotion Design, a company from the UK , work as a consultancy supporting AR, VR and MR to take it to the next level. They plan on working with online e-tailers such as ASOS to develop software that enables the consumer to try on jewellery from their phone. ASOS seems like a logical brand to work with as they received great success previously with virtual try-ons of their clothing range and catwalks.
Through social media lenses and filters, this could be the next big thing to enter the jewellery industry. To date, there has not been mass amounts of competition which may allow for a generous market share and a receptive fan base from those struggling to decide what accessories to buy.
Overall, the virtual and augmented world has only just begun and we look forward to where it brings the industries in the coming years.
Will the high-street continue to struggle even after the pandemic? Will virtual jewellery become the new trend? Are traditional fashion shows a thing of the past?
One thing is certain, the digital age is upon us and it is here to stay.
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