APPAREL MERCHANDISING

ASSIGNMENT 1

TOPIC – AR AND VR IN APPAREL RETAIL

SUBMITTED TO – MS. SULAGNA SAHA SUBMITTED BY – MAYA N M

ASST. PROFESSOR NIKITA
NIFT BHUBANESWAR SIVANI JAYANTH

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 CONTENTS

1. Introduction 3
2. Introduction to AR and VR 3
3. Working of AR and VR 4-6
4. Usage of AR and VR to improve shopping experience 7 -9
5. Usage of AR and VR to increase sales 10
6. Brands that implemented AR and VR 11 - 12
7. Start-ups providing AR and VR platforms 13 - 14
8. Benefits to industry 15
9. Challenges of implementing AR, VR 16
10. Future of AR and VR in retail 17
11. References 18

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 INTRODUCTION

A supply chain is a connected system of organizations, activities, information and resources

designed to source, produce and move goods from origination to a final destination—
typically from a supplier to an end customer. The steps involve, original sourcing or
extraction of raw materials, refining or manufacturing materials into basic parts, assembling
basic parts into finished products, selling finished products to end users and delivering
finished products to end users or consumers. The process of assembling products that
match customer’s requirements, selling finished products to end users and delivering
finished products to consumers, home, office, or facilities is more complex than we realize.
Making that process, cost effective, fast, and error free as possible is the goal of any
business. As it turns out, augmented reality (AR) and virtual reality (VR), technology that
many of us associate with video games may just be the key to revolutionizing the supply
chain. Among all industries right now, the fashion industry is more open to innovation. With
such a drive for all things new, fashion is now moving towards the latest in technologies,
augmented reality and virtual reality.

INTRODUCTION TO AR AND VR

Augmented reality (AR) is the real-time use of information in the form of text, graphics, audio
and other virtual enhancements integrated with real-world objects. It is this real world
element that differentiates augmented reality from virtual reality. Augmented reality
integrates and adds value to the user’s interaction with the real world, versus a simulation.

Virtual reality (VR) provides a computer-generated 3D environment that surrounds a user

and responds to that individual’s actions in a natural way, usually through immersive head-
mounted displays and head tracking. Gloves providing hand tracking and haptic (touch
sensitive) feedback may be used as well. Room-based systems provide a 3D experience for
multiple participants. However, they are more limited in their interaction capabilities.

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 WORKING OF AR AND VR

WORKING OF AR

To show the relevant content to the user AR uses computer vision, S.L.A.M. (simultaneous
localization and mapping), mapping and depth tracking (sensor data calculating the distance
to the objects). This allows cameras to collect, send and process data in order to show
digital content relevant to what the user is looking at. AR needed a certain range of data
(images, animations, videos, 3D models) may be used and people will see the result in both
natural and synthetic light. AR can be displayed on various devices: screens, glasses,
handheld devices, mobile phones, head-mounted displays.

 First, computer vision processes the location; objects captured by the camera and
recognize it.
 The whole process of computer seeing real world includes the machine representing
colours by numbers, identifying a similar group of colours and then segmenting the
image, searching for lines that meet at object angles and covering a specific part of the
image, finding textures, and matching the image with those present in the database.
 Augmented reality requires discerning objects around the user in terms of both semantics
and 3D geometry. Semantics recognizes the object, while geometry figures out where the
object is placed.

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COMPONENTS

 Cameras and sensors - Collecting data about user’s interactions and sending it for
processing.
 Processing - AR devices eventually should act like little computers, something modern
smart phones already do. In the same manner, they require a CPU, a GPU, flash
memory, RAM, Bluetooth/Wi-Fi, a GPS, etc. to be able to measure speed, angle,
direction, orientation in space, and so on.
 Projection - This refers to a miniature projector on AR headsets, which takes data from
sensors and projects digital content (result of processing) onto a surface to view.
 Reflection - Some AR devices have mirrors to assist human eyes to view virtual images.
Some have an “array of small curved mirrors” and some have a double-sided mirror to
reflect light to a camera and to a user’s eye.

DIFFERENT TYPES OF AR

 Marker-less AR
 Marker-based AR
 Projection-based AR
 Superimposition-based AR

WORKING OF VR

The primary subject of virtual reality is simulating the vision. Every headset aims to perfect
their approach to creating an immersive 3D environment. Each VR headset puts up a screen
(or two - one for each eye) in front of eyes thus, eliminating any interaction with the real
world. Two autofocus lenses are generally placed between the screen and the eyes that
adjust based on individual eye movement and positioning. The visuals on the screen are
rendered either by using a mobile phone or HDMI cable connected to a PC. The alternative
option is headsets working with smart phones, like Google Cardboard and GearVR – a
phone that acts both as a display and a source of VR content.

To create a truly immersive virtual reality key feature is the frame rate per second, which
should be 60 fps at a minimum an equally competent refresh rate and minimum 100-degree
field of view (FOV) (though 180 degrees is ideal). The frame rate is the rate at which the
GPU can process the images per second, screen refresh rate is the pace of the display to
render images, and FOV is the extent to which the display can support eye and head
movement.

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FOR USER INTERACTION

 Head tracking - The head tracking system in VR headsets follows the movements of
your head to sides and angles. It assigns X, Y, Z axis to directions and movements, and
involves tools like accelerometer, gyroscope, a circle of LEDs (around the headset to
enable the outside camera). Head tracking requires low latency, i.e. 50 milliseconds or
less, otherwise, users will notice the lag between head movements and a simulation.
 Eye-tracking - Some headsets contain an infrared controller that tracks the direction of
your eyes inside a virtual environment. The major benefit of this technology is to get a
more realistic and deeper field of view.
 Motion tracking - Though not engineered and implemented well enough yet, motion
tracking would raise VR to a totally new level. The thing is, that without motion tracking
you’d be limited in VR – unable to look around and move around. Through concepts of
the 6DoF (six degrees of freedom) and 3D space, options to support motion tracking fall
into 2 groups, optical and non-optical tracking. Optical tracking is typically a camera on a
headset to follow the movements, while non-optical means the use of other sensors on a
device or a body. Most of the existing devices actually combine both options.

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 USAGE OF AR AND VR TO IMPROVE SHOPPING
EXPERIENCE

Fashion industries, businesses and retail stores have been able to seamlessly integrate
technology into customer’s lifestyles to enhance their shopping experience. Today’s
consumers are seeking ways for their technology to simplify their lives and help them be
more productive. Real-time data flow creates clarity for the customer, enhances his safety,
improves cost efficiency, and helps select products the customer needs.

ONLINE SHOPPING EXPERIENCE

 AR or VR can help overcome the hassle factor of shopping. VR can bridge consumers’
seeming conflict between the desire for personal service and unwillingness to visit a store
by enabling experiences virtually.
 Creating a custom order used to take a lot of time and rely on the customer’s imagination.
AR and VR in retail help overcome those hurdles by producing virtual versions of the
desired product.
 Try-before-you-buy option is perfect for both VR & AR solutions. People want to be sure
that they have chosen the right product in the proper configuration. Augmented Reality
can help you portray the products in your store on the bodies of your shoppers. This
makes them sure about the chosen product and eliminates your return orders.
 Online stores are well-organized, but less compelling and immersive than the experience
of moving through a physical store. A VR-generated store lets customers virtually browse
the store no matter where they are, and buy items they find.
 Customers get more influenced and convinced for buying a product when they see others
using it. An explanatory video has a strong impact on viewers that motivates them to buy
it. The app user gets interactive with the augmented or virtual product, they learn how to
use it, and they are almost there buying from your online store.

OFFLINE SHOPPING EXPERIENCE

 In-store navigation is one of the most complicated elements of the customer experience.
AR routing can show where, what is situated, something customer wants to find to

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 compose an optimized shopping route for an immersive and engaging customer
experience.
 AR retail routing solution also involves gamification of the customer experience. In this
case, the route leads not only to the product but for some gifts or discounts or other
pleasant surprises.
 Augmented Reality Retail can streamline the delivery of the product information and
potentially can help customers to navigate within the sea of similar products via
comparison by the selected criteria.
 AR can be used for the in-store displays of brick and mortar stores. Customers can hold
their mobile phones in front of a select shop window, and they will see models wearing
pieces from the latest line.
 Apparel stores can avail their customers with virtual trial rooms where they can visualize
themselves in the chosen pair of clothes in front of a mirror/screen and decide on their
own if the color, design, and fit suit them or not without physically trying them on.
 An AR-enabled mobile app can take up the role of the salesperson. The customer can
simply scan the product code in his/her smart phone, and the app will show the available
color options and sizes available in the scanned product.
 AR apps can display all the product details as the product is scanned with the smart
phone camera and the AR app enlightens the shopper everything about the product
including its price and the payment options. Customers can now directly pay for the
product via the AR mobile app without any troubles of waiting in the line.

MARKETING AND PROMOTION

 Retailers can have an AR based custom mobile app for their own store such that the
store visitors get attracted by the AR technology and compete and play to win coupons or
vouchers of your store.
 The first impression is the prime, ever-lasting and difficult to erase for which retail stores
use Augmented Reality in their retail business, such that when prospective buyers visit
you, they have no option left but to get engraved by the Augmented and Virtual Reality.
Fashion businesses can either have a virtual store set up at public places having large
unused background walls, or we can advertise your store or products in the same
manner.
 AR and VR can be used for product launches as these events are the most important. It
can add up to the overall product experience even. This would not only make the event
successful but also sales of the presented product would touch the skies.

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 USE OF AR AND VR TO INCREASE SALES

 A DEEPER OWNERSHIP FEELING

People are more likely to buy products they’re used to. It means that if customers had
enough time to interact with an item, get assured that it’s entirely suitable for their
environment, and visualize possessing this product, there are more chances they will
make a purchase. When customers feel connected to a certain item, they’re sensitive to
purchasing this product.

 EMOTIONAL EXPERIENCE
Shopping decisions are tightly connected to emotions besides logic. The brighter
emotions people feel when they interact with a product, the more they want to feel these
emotions in the future.
It encourages shoppers to buy those products, which they associate with positive
feelings. AR and VR can provide customers with an unforgettable shopping experience
they want to get repeatedly.

 ELIMINATING DOUBTS
When choosing between numerous offers, customers rely on their logic and emotions.
Before buying something, they often weigh pros and cons to make the right decision.
Because of its visualization capabilities, augmented reality can help shoppers eliminate
their doubts about product characteristics and options. With a better understanding of
product advantages, shoppers are more likely to make a purchase.

 FINAL THOUGHTS
With all its capabilities like visualization, entertainment, gamification, driving deep
engagement, and improving a decision-making process, augmented reality proves to be
an effective investment that is able to generate more sales for retail businesses. AR
provides a good interactive user experience with content that is customizable to match
user needs. It removes language barriers and helps purchase decisions & reduces
returns.

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 BRANDS THAT IMPLEMENTED AR AND VR

ZARA

Zara opened a pop-up store in London to show how online and offline are integrated. The
store’s design features technology-enhanced elements aimed at elevating the customer
experience. Store employees will have mobile devices to aid customers, and there also will
be a card terminal system that operates with Bluetooth technology Zara also launched its
augmented reality (AR) app in US and its available on iOS & android. Zara also temporarily
ditched 120 of its flagship stores mannequins and dressed up its stores with virtual versions
of real fashion models to enable augmented reality experiences for shoppers.

GAP

Gap has a Dressing Room augmented reality app fashion named the “DressingRoom”, the
augmented reality app lets customers try on clothes anywhere using a Google Tango-
enabled device. Customers can customize an avatar based on your body type and see how
the different pieces of clothing will look from different angles. And, if satisfied with the item,
customers can buy it straight from the app.

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WANNA KICKS

Another AR app developed for shoppers is Wanna Kicks, an iOS app that enables
customers to try on different pairs of sneakers from the 3D models available. A shopper can
just choose a pair of kicks, point the camera at their feet, and see how the shoes look right
away. The app tracks your feet’s movements, so you can walk around while trying on a pair
The Belarus-based developer, Wannaby, is working further to make the “Try-On” AR app
work while the user is standing in front of a mirror.

TENTH STREET HATS

The California-based designer hat brand offers an augmented reality option on their product
pages. Shoppers can select items tagged “Virtual Try-On”, click the “Try it on in AR” button,
and see how they look.

SEPHORA

Beauty brand Sephora launched Sephora’s Virtual Artist in partnership with ModiFace. The
app lets customers try on various makeup shades and combinations using their device’s
front camera. The app’s face scan technology allows the user to see them wearing the
cosmetics. It’s so successful that it has been used as many as 45 million times in the first
eight weeks.

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 STARTUPS & COMPANIES PROVIDING PLATFORM FOR

BRANDS, RETAILERS TO CREATE AR AND VR

AMAZON SUMERIAN helps to create and run virtual reality (VR), augmented reality (AR),
and 3D applications quickly and easily without requiring any specialized programming or 3D
graphics expertise. With Sumerian, we can build highly immersive and interactive scenes
that run on popular hardware such as Oculus Go, Oculus Rift, HTC Vive, HTC Vive Pro,
Google Daydream, and Lenovo Mirage as well as Android and iOS mobile devices. For
example, we can build a virtual classroom that lets us train new employees around the
world, or you can build a virtual environment that enables people to tour a building remotely.

OBSESS is a platform that enables brands and retailers to create Augmented & Virtual
Reality shopping experiences for mobile. Customer can access digital information and media
associated with in-store merchandise thru an app. Customer can also find videos and
recommendations that help in making in-store purchase decision.

AVAMETRIC is a digital 3D software platform that provides automated content creation for
brands, retail, and e-commerce sales tools. Its technology enables brands to deliver
accurate 3D rendering of their apparel & Accessories on customizable digital body models
for web, mobile, and AR. Avametric technology creates digital garments that faithfully
reproduce their real world equivalents.

SYMPHONY RETAILAI is a global provider of Artificial Intelligence-enabled decision

platforms, solutions and customer-centric insights that drive validated growth for retailers
and CPG manufacturers, from customer intelligence to personalized marketing, and
merchandising and category management, to supply chain and retail operations.

VIRTUSIZE is a virtual fitting solution that enables online fashion retailers to illustrate size
and fit for consumers. As they mention, their solution has been developed alongside
designers, pattern makers and industry leading online retailers who share our view that
garment comparison is the only way to clearly and objectively showcase size and fit.

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 AVAMETRIC

OBSESS

VIRTUSIZE SYMPHONY RETAILAI

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 BENEFITS OF USING AR AND VR

 DESIGN AND PROTOTYPING - VR can actually demonstrate how a product would look
like without creating a physical prototype.

 PREVENTING ACCIDENTS AND DISRUPTIONS - Assisted by VR technology it helps to

inspects for potential hazards and thus help ensure safety and quality.

 INVENTORY MANAGEMENT - AR technology helps eliminate confusion and make this

process quick and precise.

 REAL-TIME EMPLOYEE INSTRUCTION - AR and VR are widely used for employee

instruction and education as it can simulate every possible process and environment.

 BETTER TIME-TO-MARKET - Augmented and virtual reality solutions help omit

intermediary phases of the production process.

 NO DOWNTIME OR DISRUPTIONS - AR/VR technology helps pinpoint mistakes which

could lead to potential disruptions and eliminate them before they stall operations.

 INCREASED SECURITY - AR/VR technology helps detect and eliminate threats, instruct
employees and thus reduce the number of onsite accidents.

 BETTER QUALITY - AR/VR brings increased precision to every aspect of the industrial
manufacturing process, ensuring not only fast time-to-market, but also better quality of
manufactured goods.

 REDUCED EXPENSES - Implementing AR/VR will ultimately account for reduced

expenses, by eliminating the costly trial and error phase; they help organizations ensure
bottom line growth.

 ENGAGES CUSTOMERS - Augmented reality helps keep customers interested in your

business. This feature creates an opportunity for your audience to interact with your
business and also give immersive experience.

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 CHALLENGES IN ADOPTING THE AR, VR IN

RETAIL INDUSTRY

CREATIVITY IN CONCEPT

 Just by incorporating AR and VR, it is not easy to can win over the market in the retail
store’s shopping experience,
 AR and VR is not new, consumers know what it is and what potential the technology
holds; so, our concept should be new, unique, and creative to work in favour for you.
 Businesses cannot simply copy what their competitors are doing with AR and VR in
Retail.
 For AR and VR technology to work for retail stores and fashion businesses, it should be
consistent on these 3 factors,
 It must create some value for your customers
 It should be engaging and interactive
 Your customers should feel special with the personalized experience they get.

DEVELOPMENT

 Developing a custom AR or VR app or feature in our retail business might not as easy as
it sounds.
 Businesses cannot simply take someone’s idea and put it in their business. It has to be
accurate for your business-type so that your customers get an enjoyable experience.
 AR works wonders only if it doesn’t face any hindrances while playing.

INTERNET SPEED AND LATENCY

 For our AR and VR app to be a success, it has to be glitches-free.

 Internet speed plays a huge factor in the smooth functioning of your app.
 Thus, businesses should make sure that their store is strongly connected with high-speed
internet to support their in-store AR element.

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 FUTURE OF AR AND VR IN RETAIL

The retail industry is ever evolving, creating new customer experiences that are memorable
and unique. Businesses are differentiating themselves through technological hybridisations
to appeal to their consumers in innovative ways.

The future of AR and VR in retail seems to break down into two major use categories. On
one hand, AR lends itself well to consumer applications that answer questions such as,
“What will it look like in my home? What will it look like on me? Tell me more about how to
use this product.” VR, on the other hand, is finding a home in business uses such as store
design, shelf assortment and layout, as well as in contextual store walks and real-time store
performance, which allow executives to see store data in the context of how the store looks,
rather than simply as a chart or list of numbers.

Consumers are excited about shopping’s tech-enabled future. With their ability to replace the
parts shoppers dislike about shopping with a more immersive, interactive and information-
fuelled experience. AR and VR in retail holds promise to create the differentiated brand
experiences that drive conversions, repeat visits and higher revenue.

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 REFERENCES

 https://www.businessoffashion.com/articles/fashion-tech

 https://thinkmobiles.com

 https://www.avrspot.com/augmented-reality-ar-work

 https://www.newgenapps.com/blog/how-vr-works-technology-behind-virtual-reality

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