Many brands are now exploring the blurred lines between physical and digital fashion, including creative tech studio Beyond, which is launching its first full-cycle Phygital Fashion Capsule Collection. With this collection, a user can try on a hoodie in augmented reality before committing to a real-world purchase.
The campaign supporting this collection is launching in several phases. First, Beyond is introducing an augmented reality Snapchat lens at the Royal Palace in Amsterdam where users can see Beyond’s digital fashion avatar called Onyx wearing the campaign’s hoodie in AR. The second phase empowers Snapchat users to try on different versions of the hoodie, and if desired, purchase the hoodie straight through the social media platform.
Key Themes Behind This Trend
- Phygital Fashion
- New collections incorporating physical and digital elements in fashion for an enhanced customer experience.
- Augmented Reality Fitting
- Virtual reality integration to allow customers to try on clothes before purchasing.
- Social Media Commerce
- The use of social media platforms to market, sell and purchase products.
Where This Applies
- Fashion Retail
- Utilization of phygital fashion to engage and satisfy customers.
- Tech
- Incorporating augmented and virtual reality to provide innovative solutions for traditional industries.
- Social Media
- Integration of e-commerce features within social media platforms.
