How Will Spatial Computing Influence Fashion Brands?

• written by Krist Duro
How Will Spatial Computing Influence Fashion Brands?

Spatial computing, particularly through devices like Apple Vision Pro, is poised to revolutionize the fashion industry. This technology merges physical and digital worlds, providing immersive and interactive experiences that traditional online and in-store shopping can’t match. Let’s explore how spatial computing will influence fashion brands, with real-life examples of how brands are leveraging Apple Vision Pro to enhance virtual shopping.

The Rise of Spatial Computing

Spatial computing encompasses augmented reality (AR), virtual reality (VR), and mixed reality (MR), creating a more immersive and engaging user experience. Apple Vision Pro, with its high-definition visuals and interactive capabilities, is at the forefront of this technological shift. It allows users to visualize products in 3D, interact with virtual objects in real-time, and even customize their shopping environments.

Impact on Fashion Brands

Enhanced Customer Engagement

Spatial computing provides a unique way to engage customers. Brands can create interactive and immersive experiences that capture the customer’s attention for longer periods. For instance, E.l.f. Cosmetics has launched “Your Best E.l.f.” on Apple Vision Pro, where users can play branded games and shop a 3D assortment of beauty products.

Personalized Shopping Experiences

With spatial computing, fashion brands can offer personalized shopping experiences. The J.Crew Virtual Closet app on Apple Vision Pro allows users to visualize different outfits in various 360-degree immersive backgrounds, such as a beach setting for resort wear. This personalization enhances the shopping experience and helps customers make more informed purchasing decisions.

Virtual Try-Ons and Customization

Spatial computing allows users to try on clothes virtually and customize their look. This feature is particularly beneficial for fashion brands, as it reduces the uncertainty associated with online shopping. Gucci is set to launch a mixed reality app for Apple Vision Pro that lets users interact with 3D products inspired by their latest collection and create personalized virtual spaces.

Expanded Reach and Accessibility

Brands can reach customers who might not live near physical stores. For example, Lowe’s Style Studio on Apple Vision Pro lets users design their dream kitchens with over 80 billion different combinations, offering a level of detail and customization that isn’t possible in-store.

Experiential Marketing

Spatial computing enables brands to create experiential marketing campaigns that blend storytelling with shopping. Gucci’s upcoming app on Apple Vision Pro focuses on delivering an experiential journey rather than just selling products, showcasing special content and allowing users to explore virtual environments related to their collections.

Current Examples of Brands Using Apple Vision Pro

E.l.f. Cosmetics

E.l.f. Cosmetics’ app, “Your Best E.l.f.,” allows users to play games and shop 3D beauty products, providing a fun and interactive shopping experience. This app aims to engage users and encourage longer session times within the app.

Alo Yoga

Alo Yoga’s “Alo Sanctuary” app offers an immersive shopping and meditation experience. Users can meditate in virtual outdoor environments and shop the brand’s products in 3D. This combination of wellness and shopping creates a unique and engaging user experience.

J.Crew

J.Crew’s Virtual Closet app allows users to try on outfits in different immersive environments and share their looks with friends via SharePlay. This social shopping feature enhances the user experience by incorporating peer feedback and interaction.

Gucci

Gucci’s upcoming mixed reality app will allow users to interact with 3D products and create personalized virtual spaces. This app focuses on experiential storytelling, providing an immersive journey through Gucci’s collections.

Lowe’s

Lowe’s Style Studio app offers a detailed and customizable home improvement experience, allowing users to visualize different fixtures, appliances, and materials in 3D. This app aims to simplify and enhance the home improvement process by providing a realistic preview of how items will look in users’ homes.

An image showcasing the game described in this article.Credit: Lowe's Innovation Labs.

The Future of Fashion with Spatial Computing

Spatial computing is set to transform the fashion industry by providing more engaging, personalized, and immersive shopping experiences. As more brands adopt this technology, we can expect to see a significant shift in how consumers interact with fashion brands. The ability to visualize products in 3D, customize shopping environments, and engage with brands in new and innovative ways will likely become standard in the future of fashion retail. As this technology evolves, it will undoubtedly continue to reshape the fashion industry, offering new opportunities for brands and consumers alike.

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