In the dynamic world of fashion tech, AR try-on tools are emerging as a game-changer for fashion brands grappling with the perennial issue of returns. Traditional methods, such as 360-degree photographs, often fall short in satisfying customers' needs for a realistic portrayal of how clothes, eyewear, and shoes would look on them. This is where augmented reality steps in, offering a sophisticated solution.

The Evolution of Virtual Try-On

Fashion brands and retailers are increasingly experimenting with AR tools involving the creation of digital twins of fashion items. These digital replicas match customers' proportions and measurements in AR realms, offering a true-to-size experience akin to real life. This technology harnesses the power of smartphone lenses to capture customer measurements and body-type details, enabling a more accurate and personalized shopping experience.

In a groundbreaking move, London-based Seamm, a phygital marketplace, announced in February the launch of a virtual try-on feature for all fashion items showcased there. This innovation leverages recent advances in AR technologies and 3D software, achieving a new level of customer comfort in online shopping for fashion e-commerce.

The Growing Adoption of AR and AI Fit Tools in Fashion

An astounding 85 percent of US apparel brands and retailers are either using or planning to use virtual try-on tools, as per a 2023 report by Coresight Research. Major players like Google and Amazon are not far behind, with Google piloting a tool for visualizing clothing on various models and body types and Amazon introducing AI-informed tools for size selection.

The Impact on Returns

The core benefit of better fit technology is its potential to significantly reduce return rates, a crucial issue in the fashion industry. More than 24 percent of online apparel orders in the US are returned, amounting to approximately $38 billion in lost sales in 2023. Most of these returns are due to incorrect size or fit, a problem exacerbated by the common practice of bracketing, where customers buy multiple sizes of an item and return those that don't fit.

Addressing the Returns Challenge

The high return rates have compelled retailers to rethink their policies. An estimated 81 percent of merchants, including household names like Macy’s and J Crew, are now imposing fees for postal returns. Even Amazon is revising its lenient return policies, introducing measures such as a “frequently returned'' label to encourage more informed purchases.

‍The Promise of AR for Consumer Confidence

Early data indicates that digital twin AR fit predictors can significantly boost customer confidence and reduce returns. A study from 2021 revealed that fashion and luxury brands offering a virtual try-on tool averaged 64% fewer returns compared to those without this service. When fashion brand Rebecca Minkoff adopted 3D modeling and AR, it observed a notable increase in customer engagement and purchase likelihood.

The Future of AR in Fashion Tech

As return policies become more stringent, customers might increasingly rely on personalized fashion tech like AR try-on. Innovations like Apple’s Vision Pro are set to further normalize the use of digital twins in virtual shopping.

In conclusion, AR try-on is not just a fleeting trend but a transformative technology in the fashion tech space. It presents a win-win scenario for both brands and consumers, enhancing the shopping experience while simultaneously addressing the costly issue of returns. The future of fashion shopping is here, and it is virtual, personalized, and more realistic than ever.

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