DIVING INTO DIGITAL FABRIC: THE SEAMLESS MERGE OF AR AND FASHION - GUEST POST FROM B&C COLLECTION

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22 Feb

Written By Debbie Mckeegan

GUEST ARTICLE WRITTEN BY TIMO BREUSER , CUSTOMER ACQUISITION MANAGER, EUROPE - B&C COLLECTION

Ever pondered the twist and turns in the labyrinth of fashion technology?

Let's shine a spotlight on the showstopper of the hour - Augmented Reality (AR).

It’s like stepping into a wardrobe that leads to another dimension, but instead of Narnia, it could be the future of fashion and merchandising we're stepping into.

Sceptics eye AR like it's the emperor’s new clothes, invisible threads of hype with no real cloak. "It's all smoke and mirrors until your digital jacket disappears in a glitch”.

On the flip side, visionaries are sketching a future where AR in fashion isn't just about changing patterns or colours with a swipe. Imagine AR-enabled merchandise that plays exclusive content when scanned, concert tees that update with the latest tour visuals, or influencer gear that unlocks a virtual hangout with your favourite creator and community.

Right now, all this still sounds like a farfetched scenario.

Especially given the fact that AR applications and implementations have been around for a long time already.

And while players like Snap Inc. proudly report high user growth data for their AR filters (as they presented during an OMR Masterclass) and TikTok is pushing the mainstream audience towards more AR usage, the actual successful and widespread business use cases are still small.

This is why for me, the release of the Apple Vision Pro marks a massive step forward. Apple is known for their ability to bring innovation to the masses, and they involuntarily attract lots of copycats that create a downward pressure on price which further fuels consumer adoption.

So, where does that leave us on the AR runway?

My take: AR holds the needle and thread to revolutionize not necessarily how clothing is made, but how we interact with it. The potential for immersive showrooms and even more personalized content is just scratching the surface. In my opinion AR won’t be a threat to our industry, but an opportunity.

In terms of sustainability, AR can contribute by offering sustainable choices through virtual try-ons and I am sure there are many more things to come in the next 1-2 decades.

In the meantime, it is important to make sure we reduce the impact from the textile industry on our planet as much as possible.

B&C Collection has made a huge step towards that direction by only offering 100% more sustainable fibres in the main ranges: T-Shirts, Polos & Sweatshirts. In addition, they continue to be a Fair Wear Foundation leader.

Five Ways AR will influence the Fashion Industry and the Supply Chain:

· Virtual Fittings:

AR technology enables consumers to try on outfits virtually, eliminating the need for physical fitting rooms and reducing the carbon footprint associated with the production and transport of sample garments.

· Personalized Shopping Experience:

Shoppers can customise their outfits using AR, visualising different colours and personalised prints options and styles, which tailors the shopping experience to each individual's unique preferences.

· Enhanced Online Engagement:

By incorporating AR, fashion brands like B&C Collection can create immersive campaigns, allowing consumers to experience products in a highly interactive and engaging manner.

· Innovative Design Development:

Designers are able to use AR to visualize and adjust their creations in real-time, leading to more efficient prototyping and a reduction in material waste.

· Education and Transparency:

Through the use of AR, customers can access detailed information about the sustainability of materials and the ethical production processes involved in creating their clothing, which fosters greater consumer awareness and brand trust.