September 22, 2020
The fashion industry is shifting towards significant digital transformation. From 3D design to the digital showcasing of fashion collections, the digitalisation of physical garments demonstrates key areas of rapid expansion, as well as offering hope and opportunity to an industry in flux.
Digital Transformation, 5G and XR Will Drive Next-Gen Fashion Shows
The complex, global supply chain ground to a halt during the height of the Coronavirus pandemic and remains sluggish as it steadily reopens. In the midst of physical lockdowns, shrinking economies and cancelled fashion week shows, the desire for fashion brands to engage consumers and, ultimately, sell their products, intensifies. But with all the physical and fiscal challenges, the question is: how? 
Agile and progressive brands have turned to 3D and extended reality (aka XR, which includes VR and AR) to create and promote their products and gain an edge over the competition. The value of utilising 3D digital assets in AR experiences has been demonstrated by a number of brands, including Nike and Gucci (who both created AR apps for sneaker fit and Tryon) and JW Anderson, who partnered with HoloMe on an AR fashion presentation earlier this year. 
The Spring 2021 collection was captured using a green screen and computer vision in order to insert them, via a smartphone app, into the user’s immediate environment. The app hosted live feeds for wholesale buyers to visualise the collection in their own environment, from which they were able to make decisions on which garments to order for retail―a critical solution in the face of physical travel restrictions and social distancing. Add to this Shopify’s integration of 3D and AR tools, which it claimc “have been shown to increase conversion rates by up to 250% on product pages,” and the benefits of 3D and AR for the fashion industry are clear.Pushing this extended reality concept further, the recent Fabric of Reality VR fashion show brought together emerging fashion designers and VR artists to take part in a show that was live-streamed to a global audience of over 100,000 people. The project was the brainchild of RYOT (Verizon Media’s award-winning content studio and innovation lab) and the Fashion Innovation Agency at London College of Fashion and has been covered extensively on HuffPost UK
During London Fashion Week, the VR show has now taken on a new incarnation, with the garments of the three fashion designers, Charli Cohen, Damara Ingles and Sabinna Rachimova, being ‘teleported’ out of the VR realm and into WebAR.  This demonstrates the potential for fashion brands to not only create designs digitally and present them virtually (with all the time, waste and cost savings it affords), but also share them to global audiences to experience in their immediate location in augmented reality, and share on social media.Click on the links below to be taken into a 3D AR experience, and hit the “Sound On” button on the top right corner to hear the designers talk about their garments.Fashion week is a pivotal time for brands to raise awareness, engage consumers and drive sales, however, this is proving challenging for many as traditional catwalk shows have been replaced with digital ones, which Business of Fashion declared earlier this year “a flop, at least on social media”.  It reported that London Fashion Week in June, which features menswear, saw Social Media engagement plunge 55 per cent from January, according to data analytics and software provider, Launchmetrics. Given that social media is fundamental to brand awareness and sales, this appears to raise major concerns over the effectiveness of digital fashion shows.
However, on review, the most common types of digital shows were 2D videos―many were traditional catwalks (filmed behind closed doors)― which may explain why they fell flat with digital-native audiences who are used to highly creative digital content, and stalwart fashion week insiders used to front row benefits and physical fanfare.  Considering the digital tools readily available to the industry – including 3D design, augmented and virtual reality, virtual catwalk models, animation and 3D gaming environments – it’s fortunate that the fashion industry has far richer technical toolkits to plunder before declaring digital fashion shows inferior.  This season, some brands have begun exploring these tools to engage fashion week audiences, including ‘brand of the moment’ Khaite, who this week released their SS2021 shoe collection via WebAR. In terms of generating engagement and lasting impact, research shared by Gorilla In The Room, an agency testing consumer responses to AR and VR indicates that VR experiences impact implicit memory, causing heightened emotional responses as if the person is experiencing something from a first-person perspective. Due to the feeling of presence in the VR environment, episodic memories (autobiographical in nature) are created in favour of semantic (general factual) memories, which can amplify retention of what is experienced. In essence, VR has been proven to be a powerful tool to connect people to the stories behind products in a way that gives them deeper meaning and value.  This cuts straight to the core of what brands seek to achieve in building affinity and loyalty with their target audience.In a similar manner, AR places the brand’s product into the world of the viewer, allowing them to create new content that is personal and unique to them.  Designer Damara Ingles articulated the importance of this when saying: “Extended Reality opens a whole new dimension of fashion possibilities and future dreaming, allowing us to expand the wearable vocabulary in ways that become inclusive of our digital identities.”  As digital-native Gen-Z inhabit online realms as a natural extension of their physical lives, it seems that VR and AR will be crucial to engaging this cohort – both emotionally and commercially.An important catalyst for brands’ increased adoption of VR and AR experiences will be the expansion of 5G networks, which will facilitate blisteringly-fast streaming, content creation and sharing.  Moin Roberts-Islam, Technology Development Manager at the Fashion Innovation Agency at London College of Fashion says that this expansion promises to not only allow vast and rapid data transfer in technical terms but a drastic reduction in latency for users, allowing truly interactive shared but unique-to-user AR and VR experiences.  With the computation being done by powerful machines located remotely, the device, be it a smartphone, tablet or a headset, serves as simply the object of delivery, rather than a limiting factor. At the same time as this technological leap, and accelerated by physical limitations brought about by Covid-19, brands are swapping 2D for 3D design and photogrammetry with widespread digitisation of products in the early stages of conception.  This is creating a ‘perfect storm’ of digital assets that are virtual and augmented reality-ready. Utilising these digital products will help facilitate not only end-to-end digital supply chains from design to retail, but also with marketing, promotion and sales.
The sustainability gains, cost reductions and enhanced branding and marketing opportunities shouldn’t be underestimated.  Stylus trends intelligence agency declared in their recent 5G retail futures report that “5G will enable a technological revolution, realising a ‘phygital’ world in which our physical experiences will be intertwined with digital layers, including seamless upgrades of AR uniting real life with imagined brandscapes.” 
The fashion industry may be facing unprecedented challenges, but digital transformation coupled with 5G rollouts and extended reality tools offers unprecedented creative and commercial opportunities. 
Related Stories
Latest News
Top news around the world
Coronavirus Disease

Coronavirus disease (COVID-19) is an infectious disease caused by a newly discovered coronavirus.

Most people infected with the COVID-19 virus will experience mild to moderate respiratory illness and recover without requiring special treatment. Older people, and those with underlying medical problems like cardiovascular disease, diabetes, chronic respiratory disease, and cancer are more likely to develop serious illness.

Around the World

Celebrity News

> Latest News in Media

Watch It
Lizzo Splits, Nicki vs. Fan & "RHOP" Shady Dinner
October 25, 2021
u3no5pbvSWE
Scary News, "90 Day" DMs & Bear Crashes Wedding
October 25, 2021
BARMMp0_gZI
Dave Chappelle Speaks Out After Netflix Special Backlash
October 25, 2021
FkuG0Mi1pOA
Travis Barker covers ex Shanna Moakler’s name with new tattoos | Page Six Celebrity News
October 25, 2021
HouPoNCNDEE
Tyler Cameron responds to fans who want him to date Kim Kardashian | Page Six Celebrity News
October 25, 2021
NyxVsR4bDMQ
Paulina Porizkova settles with Ric Ocasek estate: ‘I am gonna be fine’ | Page Six Celebrity News
October 25, 2021
IEuDeZwCYkg
Alec Baldwin 'Rust' Actor Says Camera Was Protected During Shooting, Not Actors | TMZ
October 26, 2021
bASh7PtfiPU
Laundrie Atty. Says Parents Don't Know Why He Ran or What's in His Journal | TMZ
October 26, 2021
Uvc7D9Oelxo
Rep. Nancy Mace Says Dr. Fauci, NIH Must Answer for Deadly Beagle Study | TMZ
October 26, 2021
6ZC9dc2nV7U
Issa Rae and Yvonne Orji Dish on Season 5 of ‘Insecure’
October 22, 2021
KA7ZEjY3rvk
Kristen Stewart Opens Up on 'Eternals' LGBTQ Inclusion, Ruby Rose Battles with WarnerBros | The Take
October 21, 2021
7d3MFpaP2L8
AT&T Stock Falls Following Q3 Earnings Results
October 21, 2021
LZNkmpoVefA
TV Schedule
Late Night Show
Watch the latest shows of U.S. top comedians

Sports

Latest sport results, news, videos, interviews and comments
Latest Events
19
Nov
ASIAN CHAMPIONS LEAGUE: Group H
Sydney FC - Shanghai SIPG
17
Nov
UEFA NATIONS LEAGUE A: Group Stage
Spain - Germany
14
Nov
UEFA NATIONS LEAGUE A: Group Stage
Germany - Ukraine
08
Nov
ENGLAND: Premier League
Manchester City - Liverpool
08
Nov
ENGLAND: Premier League
Arsenal - Aston Villa
08
Nov
SPAIN: La Liga
Valencia - Real Madrid
08
Nov
ITALY: Serie A
AC Milan - Verona
08
Nov
ENGLAND: Premier League
West Bromwich Albion - Tottenham Hotspur
08
Nov
ITALY: Serie A
Bologna - Napoli
08
Nov
ITALY: Serie A
Genoa - Roma
08
Nov
ITALY: Serie A
Atalanta - Inter Milan
08
Nov
ITALY: Serie A
Lazio - Juventus
08
Nov
GERMANY: Bundesliga
Bayer Leverkusen - Borussia Monchengladbach
08
Nov
ENGLAND: Premier League
Leicester City - Wolves
08
Nov
GERMANY: Bundesliga
Wolfsburg - Hoffenheim
08
Nov
SPAIN: La Liga
Real Valladolid - Athletic Bilbao
08
Nov
SPAIN: La Liga
Levante - Alaves
08
Nov
SPAIN: La Liga
Real Sociedad - Granada CF
08
Nov
ITALY: Serie A
Torino - Crotone
08
Nov
SPAIN: La Liga
Getafe - Villarreal
07
Nov
GERMANY: Bundesliga
Borussia Dortmund - Bayern Munich
07
Nov
ENGLAND: Premier League
Everton - Manchester United
07
Nov
ENGLAND: Premier League
Chelsea - Sheffield United
07
Nov
SPAIN: La Liga
Atletico Madrid - Cadiz
07
Nov
SPAIN: La Liga
Barcelona - Real Betis
07
Nov
GERMANY: Bundesliga
Augsburg - Hertha Berlin
07
Nov
GERMANY: Bundesliga
Stuttgart - Eintracht Frankfurt
07
Nov
GERMANY: Bundesliga
RB Leipzig - SC Freiburg
07
Nov
ENGLAND: Championship
Rotherham - Preston NE
07
Nov
ITALY: Serie A
Parma - Fiorentina
07
Nov
ENGLAND: Championship
Watford - Coventry
07
Nov
ENGLAND: Championship
Norwich City - Swansea City
07
Nov
ENGLAND: Championship
Blackburn - QPR
07
Nov
ENGLAND: Championship
Derby County - Barnsley
07
Nov
ENGLAND: Championship
Huddersfield - Luton
07
Nov
ENGLAND: Championship
Nottingham Forest - Wycombe Wanderers
07
Nov
ENGLAND: Premier League
West Ham United - Fulham
07
Nov
ENGLAND: Championship
Sheffield Wednesday - Millwall
07
Nov
ENGLAND: Championship
Brentford - Middlesbrough
07
Nov
ENGLAND: Championship
Birmingham - Bournemouth
07
Nov
SPAIN: La Liga
Sevilla - Osasuna
07
Nov
ITALY: Serie A
Benevento - Spezia
07
Nov
ENGLAND: Premier League
Crystal Palace - Leeds
04
Nov
CHAMPIONS LEAGUE: Group stage, Group G
Ferencvaros - Juventus
04
Nov
CHAMPIONS LEAGUE: Group stage, Group G
Barcelona - Dynamo K.
03
Nov
CHAMPIONS LEAGUE: Group stage, Group A
Salzburg - Bayern Munich
03
Nov
CHAMPIONS LEAGUE: Group stage, Group D
Atalanta - Liverpool
Find us on Instagram
at @feedimo to stay up to date with the latest.
Featured Video You Might Like
zWJ3MxW_HWA L1eLanNeZKg i1XRgbyUtOo -g9Qziqbif8 0vmRhiLHE2U JFCZUoa6MYE UfN5PCF5EUo 2PV55f3-UAg W3y9zuI_F64 -7qCxIccihU pQ9gcOoH9R8 g5MRDEXRk4k
Copyright © 2020 Feedimo. All Rights Reserved.