How AR Mirrors Offer Visual Marketing Meets User Generated Content For Fashion And Beauty Retail
Augmented reality mirrors offer much more than virtual physical clothing or the ability to use (semi-)digital fashion screens in real life.
For many fashion and beauty retailers, it is increasingly being used as a visual marketing or outdoor advertising tool, providing the added benefit of free social marketing through user-generated content.
To support the launch of its global Tabby Bag campaign, Coach has partnered with the ZERO10 augmented reality platform. Until June 2 at Coach's Soho in New York, the digital version of the Tabby Bag is available to try through AR Mirror ZERO10 and its latest innovation, AR Storefront.
Customers in the store can choose from eight digital versions of the Tabby, as well as digital special effects like butterfly wings, while the instrument's Photobooth mode allows them to download its digital look and share it on social media via the ZERO10 app.
Outdoors, the augmented reality effect will materialize on the user's body through an automated timeline-based process while in front of the AR store. Both tools support computer vision that displays clothing in real time in 4k resolution.
According to George Yashin, CEO of ZERO10, it is about "enabling customers to experience fashion and digital technology in the real world." He said that retail "is moving towards a point where AR Mirror will become a fully functional store in its own right" and went on to say that the benefit of retail is the ability to attract new customers through new forms of interaction. .
Having previously specialized in digital fittings for clothing, this is the first time the platform has expanded its portfolio capabilities.
The revamp follows a collaboration with Coach at Decentraland during Metaverse Fashion Week, where ZERO10 did a special update for Tabby. He also recently collaborated with Tommy Hilfiger on AR mirrors to support the launch of the Tommy X Shawn Classics Reborn collection.
Powered by core technologies including 3D object tracking and canvas modeling, ZERO10's AR technology incorporates Ragdoll physics to allow objects to move as naturally as they would in real life.
The use of AR mirrors is not limited to the fashion industry. L'Oréal Mugler Fragrances is currently using Augmented Reality Mirror technology and the Web3 product from the house of FFFACE.ME to offer the new Angel Elixir fragrance.
Augmented reality mirrors at Paris Charles de Gaulle Airport, Berlin's Alexa Mall and Munich's PEP Mall digitally apply Mugler's Angel Elixir effect to visitors, giving them an ethereal appearance. They can also record and download photos or videos.
FFFACE.ME claims that its AR mirroring is the first tool of its kind in the world to work with Meta Engine functionality.
“Soon, AR mirrors will become a staple of offline retail for all industries,” FFFACE.ME CCO Polina Klekovkina said in a statement. "The technology is ready, the experience is easy for the masses, and it provides measurable value to the business. It's only a matter of time before we can try on anything from makeup to clothes just by looking in the mirror."
The company makes AR filters and mirrors, digital clothing, virtual influencers, and metaverse projects. He has previously worked with companies such as L'Oreal, Inditex, Prada Beauty, Marc Jacobs and Puma.
According to Snapchat Community Research, brands that create these experiences are 82% more likely to recommend them to others. For its part, Snap recently introduced an AR mirror (already tested by Nike) as part of its AR Enterprise Services Shopping Suite.
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