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April 7, 2021 by Modern Press Video 0

Augmented Reality in Fashion: Try-Before-You-Buy

Augmented Reality in Fashion: Try-Before-You-Buy

In the context of a low-touch economy and a difficult period for the fashion world as the current one, it becomes challenging to show the new collections to our potential customers. At Modern Showroom, we have introduced Augmented Reality in Fashion in our commercial offer to organize interactive demos to customers, without necessarily having to have all the physical products available and without the cost of transport and shipping.

The Pandemics Effect

The fashion industry is one of those most affected by the effects of the Covid-19 pandemic. From the cancellation of fashion shows and presentations of new collections – often organized behind closed doors – to the drastic drop in sales experienced by both fast fashion and high fashion brands and the consequent closure of many stores, the fashion industry is experiencing a complex scenario, which nevertheless offers the possibility to rethink certain dynamics and implement improvements. This is where Augmented Reality in Fashion comes in.

The most drastic change has undoubtedly been the shift of sales to online channels. This rapid switch has meant that many brands have created their e-commerce, with difficulties both from an economic point of view and user experience, which often finds it complicated to buy clothing online.

This is true both for the final consumer and for the owners of stores and boutiques, for whom it has become much more complex to see the collections before deciding whether and what to buy for their customers.


For this reason, we decided to offer an Augmented Reality in Fashion service to meet the needs of our customers and facilitate the transition from a traditional form of business to a more modern and digitized one.

Thanks to the partnership with Aryel, an AR marketing platform, we expect to reach more easily the stores and boutiques that want to propose to their customers the partner brands of our showroom, showing them the collections down to the smallest detail even remotely.

All you need is a smartphone or a tablet to activate the AR experience and see the 3D models of the collections in your store, thanks to the camera function of your device. The service does not require you to download apps or have any special technical skills.
The fashion industry is changing. We are changing with it: we see this challenge as an incentive to change for the better, strengthen our sales strategies, renew the marketing mix, and offer our brand partners and our customers an even more accurate and reliable 360° service.


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