H&M has launched a new augmented reality (AR) feature on its mobile app that allows users to try on the brand’s newest garments using their cameras. The function results from collaborating with Snap, which creates AR camera lenses. Users of Snap will be able to view the items on Snapchat, Snap's own social media network. The experience was co-designed by H&M and the London-based digital studio Institute of Digital Fashion (iODF).
"The innovative AR garments created by iODF and H&M are an accessible and incredibly immersive way to engage and entertain the H&M community in the digital fashion world," said Brooke DeWitt, product strategy and marketing manager at Snap.
In order to reach the consumer, the shop used Snap's Camera Kit to develop the augmented reality feature, combining Snap's technology and lenses with its application. Brands like Puma have also incorporated Snap's AR features for virtual shoe fittings.
AR Garment Try-Ons
H&M Launches a Virtual Try-On Lens Wearable Through Augmented Reality
Trend Themes
1. Augmented Reality Fashion Try-ons - Fashion brands can use AR technology to enhance customer experience and enable virtual garment try-ons.
2. Collaboration with Tech Companies - Collaborating with tech companies can provide innovative solutions to enhance online shopping experiences.
3. Virtual Product Placement - Virtual product placement through social media can increase brand visibility and customer engagement.
Industry Implications
1. Fashion E-commerce - Fashion e-commerce retailers can adopt AR technology to help customers visualize and feel the garments before purchasing.
2. Tech - Tech companies can collaborate with fashion brands to provide innovative solutions and AR technology for virtual fittings.
3. Social Media Marketing - Social media platforms can offer AR try-on features for fashion brands, allowing them to reach a wider audience and increase brand visibility.