Bringing augmented reality into the dressing rooms is something retailers have toyed with for some time now. A few challenges face them before this technology can help convert more shoppers into buyers. Be it online or in retail locations, the idea that customers can try on clothes without going to a fitting room is key, but another important aspect is the ability to share with friends real-time.
Retailer Topshop tried the virtual dressing room in a location in Moscow and it seems although the idea is cool it is far from ready to replace the real fitting room. (http://www.huffingtonpost.com/2011/05/11/kinect-dressing-room_n_860740.html)
Some other retailers who have introduced the virtual fitting room to their online stores are seeing that consumers prefer to see the clothes on even if the experience is not perfect. Before these AR rooms, shopping online was a little more risky. Now customers can see how a ring would look on their actual hand, on their skin color. Customers can get a general idea of how a garment would look on them, making it a better experience and reducing returns.
There seems to be hope for the idea of virtual dressing rooms, even if it is far from perfect yet. A few places for improvement are sizing, keeping clothing aligned with the user as they move, and the fabric texture and detail.
Augmented reality, in general, is in its early stages, but it shows a lot of potential for the retail industry. Buying clothes or accessories online on in stores can benefit a lot from this technology and we have yet to see to what extent.
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