Augmented Reality Arrives for the Fashion Industry
Back in June I came across an ingenious online shopping experience that Zugara had developed to allow customers to ‘try on’ clothes online before committing to a purchase. By using an Augmented Reality interface between their site and a customer’s computer and webcam, Zugara provide a service whereby customers can see an augmented reality version of the clothes they’re interested in, projected onto their image on screen. Sounds pretty cool huh?
This of course followed the fantastic use of augmented reality by UK retailer Glasses Direct in which customers can’ try on’ different glasses before purchasing them online. So here we have two solid examples of real-world applications of augmented reality. I then pondered, how long will it be before we can stand in front of our webcams and have flawlessly fitting clothes delivered to us each time we shop online? Think about it, it's merely a case of developing software to determine our measurements; surely this cannot be too difficult right?
When I read on Revolution Magazine that the UK fashion company InnovaClothing developed software that uses state of the art body scanners to capture a 3D image customers to produce perfectly fitting clothes, I was excited to say the least. This is the world's first online shopping service that features a 3D body scan to fit clothes to each customer's unique body shape.
After all this hype I’m going to throw a bit of a curve ball, because this technology isn't quite as far along as you would hope. The service currently requires customers to endure a consultation scanning session in the company’s office in Glasgow. However sources have suggested that this service will be made available in more widespread locations in the next 2 years.
It would be interesting to know how far we are from having the same service provided directly through a website. As always, I look forward to hearing your thoughts and comments around this topic.
For those of you who found this entry interesting I would implore you to take a look at a research project by the University of Cambridge called ProFORMA. It's only in the very early stages of development but already the results speak for themselves. This video shows how easy it is to scan an object with only a standard webcam. Considering that this is a conventional 2D camera it certainly may spell the end of costly 3D scanners and open the doors to a whole new realm of customised clothes shopping online.
Comments
I think the area of augmented reality is fascinating and definitely an innovative way forward for retailers. Giving customers the ability the effectively preview clothes, shoes, or glasses would be a huge leap forward in the online shopping experience. Although I do believe it would encourage more people to buy clothing online, I still feel many shoppers would be hesistant. Thanks to augmented reality you know it looks good, but that won't tell you how well it is going to fit. Do you see a way for augmented reality to help in this area?
Posted by: Jonathan Nobbs | December 4, 2009 09:54 AM
I totally agree Jon. Augmented reality still has some way to go, however it has certainly taken a step forward. The research being undertaken by the academics at Cambridge University shows how easy it is to "measure" objects, soon this will be available to measure people. The size of clothing and apparel may still not be 100% perfect but it will most definitely give shoppers some insight about how it will look on them. This is more than what is currently available on the web. At the moment we run the risk of purchasing something and realising it doesn't quite "suit" us upon arrival.
It would be interesting to see how many E-Commerce vendors adopt this technology when it totally revolutionizes the way we shop online.
Posted by: Gaurav Dhir | December 4, 2009 11:53 AM