New dawn in Retail: How Virtual Try-On Technology is Reshaping Shopping Experiences

As brands and developers continuously innovate within the AR and VR spaces, the gap between virtual and real-life shopping experiences is expected to close. Though current VTO technology entertains and engages, there remains room for improvement in delivering a truly realistic and utilitarian shopping experience.

Fremont, CA: The digital era has ushered in a revolutionary shopping experience allowing consumers to virtually try on everything from sneakers and sunglasses to makeup and formal attire, all from the comfort of their homes. Through various apps and websites, Virtual Try-On (VTO) technology has seen a significant boom, especially during the pandemic when in-person shopping faced numerous restrictions. As the world moves forward, retailers are increasingly investing in these virtual experiences, hoping to drive their revenue growth.

The Rising Necessity for Virtual Solution

Recent research highlights a common issue in the online shopping journey; about 55% of customers have returned apparel due to it looking different in real life than expected. Additionally, 42% of shoppers feel that the images of models do not accurately represent them. Amidst these concerns, VTO technology emerged as a beacon of hope, promising to offer a more personalized and accurate shopping experience for consumers. This not only caters to the shoppers' desire for a non-pressurized shopping environment but also benefits retailers by reducing returns, increasing customer engagement, and potentially boosting sales, especially among the Gen-Z and millennial demographics.

The Evolution of VTO Technology

Initially, Virtual and Augmented Reality (VR and AR) based VTO solutions were somewhat primitive, characterized by their slow, clunky, and glitchy interfaces. This provided an experience far from the seamless shopping consumers craved, reminiscent more of video game customization than luxury retail shopping. However, with the rapid advancements in AI technology, these virtual experiences have drastically improved. The AR and VR market is poised for significant growth, projected to increase from $25.1 billion in 2023 to $71.2 billion by 2028, indicating a bullish outlook for VTO technology.

From High Fashion to Casual Wear: Virtual Try-On for Every Style

Luxury brands have embraced Snap's Lens capabilities, allowing consumers to virtually sample a wide range of products. This technology has become incredibly user-friendly, reminiscent of the ease with which users once adorned themselves with whimsical Snapchat filters. By simply creating an account, users can explore a vast selection of designer virtual try-on options, diving deep into the digital fashion world. However, while entertaining, this technology currently serves more as a novelty than a practical shopping tool. Many users report that while having fun trying on various items, the experience lacks the realism to adequately gauge how the items would truly look on them in person.

The Future of Retail and Consumer Expectations

As brands and developers continuously innovate within the AR and VR spaces, the gap between virtual and real-life shopping experiences is expected to close. Though current VTO technology entertains and engages, there remains room for improvement in delivering a truly realistic and utilitarian shopping experience. As the technology evolves, the future of online shopping appears promising, with potential to not only entertain but also to accurately reflect how products fit and look, ultimately driving consumers closer to making confident online purchases.