Category
Lifestyle
Assisted Choices
Trend cluster
Category
Augmented
Luxe
Luxury fashion houses incorporate mixed-reality experiences into their promos.
5.5
Trend score
Trend
What is the Augmented Luxe trend?
Augmented Luxe: The use of augmented and virtual reality in the promotional exhibits of designer brands is on the rise, allowing for distinct mixed-reality experiences for customers. This shift comes as luxury fashion houses recognize the need to better adapt to contemporary purchase habits, in order to attract Millennial and Gen Z consumers.
Insight
The consumer insight behind the Augmented Luxe trend
Millennial and Gen Z generations are digitally fluent and prefer to interact with brands online over other marketing tactics. The younger generation is also more likely to challenge tradition and turn to brands that offer unique content and retail experiences. When shopping, they are more engaged when offline and online components are merged. This creates more opportunity for creative expression for both brands and their customers.
Trend themes
Themes within the Augmented Luxe trend
Three behaviours holding the trend together01
Augmented Reality in Fashion
Fashion retailers are incorporating augmented reality into their shopping experiences to attract Millennial and Gen Z consumers who prefer unique and interactive retail experiences.
02
Mixed-Reality Fashion Shows
Fashion brands are experimenting with unconventional runway shows that utilize mixed-reality technology to create augmented experiences for consumers.
03
Collaborative Clothing-Free Pop-Ups
Retailers are collaborating with technology companies to create immersive augmented reality pop-up stores that provide unconventional and gamified shopping experiences for consumers.
Industry implications
What the Augmented Luxe trend means for industry
Where the trend changes the playbookFor
Fashion Retail
Augmented reality and mixed-reality fashion shows present new opportunities for fashion retailers to engage with consumers through unique and interactive experiences.
For
Technology
The integration of augmented reality technology into fashion presents opportunities for technology companies to collaborate with retailers to create innovative shopping experiences for consumers.
For
Marketing
The use of augmented reality technology in fashion presents opportunities for marketers to create unique and immersive promotional campaigns that appeal to Millennial and Gen Z consumers.
Workshop question
How could your brand incorporate mixed-reality technologies into its promotions?
Trend signals
Trend signals for Augmented Luxe
Trend score 5.5 out of 10, from popularity 86%, activity 70%, freshness 8%.
Popularity86%
Activity70%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Augmented Luxe trend
5 featured examples from Oct 30, 2018 to Jun 14, 2019CategoryBusiness
Collaborative Clothing-Free Pop-Ups
Snapchat and LEGO Wear Boast an Augmented Reality Store
Augmented reality shopping can revolutionize the fashion retail industry by offering personalized and interactive experiences for consumers.
CategoryBusiness
AR Fashion Flagships
The Chanel Paris Store Supports Personalized Shopping Experiences with AR
The luxury retail industry can leverage augmented reality and clienteling tools to provide premium personalized experiences to its affluent customer base.
CategoryTech
Mixed-Reality Fashion Shows
Central Saint Martins Created a 5G-Powered London Fashion Week Show
Fashion brands and designers can use mixed-reality technology to create unique and creative runway experiences for their audiences, and potentially even extend these experiences t…
CategoryFashion
Augmented Reality Catwalks
ASOS' 'Virtual Catwalk' Presents Products on Augmented Reality Models
The fashion retail industry can leverage augmented reality models to create unique and engaging shopping experiences, ultimately transforming the way consumers interact with fashi…
CategoryBusiness
AR Fashion Presentations
Moschino x H&M Created an Immersive Experience with the Magic Leap One
Fashion retailers can utilize augmented reality and virtual try-on technology to provide innovative and engaging shopping experiences for customers.
