A customer interacting with FFFACE.ME’s AR mirror for the new Mugler fragrance Angel Elixir … [+]
Augmented reality mirrors offer a lot more then just virtual fitting rooms for physical garments or the ability to wear digital fashion looks in (semi) real life.
For retailers across fashion and beauty, they’re being used increasingly as a tool for visual merchandising or out of home advertising — one that comes with the added benefit of free social marketing via user generated content.
To support the launch of its global Tabby Bag campaign, Coach has teamed up with augmented reality platform ZERO10. Until June 2, at Coach’s Soho New York store, digital versions of the Tabby Bag are available for try-on through ZERO10’s in-store AR Mirror and latest innovation, the AR Storefront.
Customers in-store can choose from eight digital variations of the Tabby alongside special digital effects such as butterfly wings while the tool’s Photobooth mode allows them to download their digital look and share it on social media via the ZERO10 app.
Outside the same AR effects will appear on the user’s body via an automated process based on a timer sequence when they stand in front of the AR Storefront. Both tools are powered by computer vision that renders clothing in 4k resolution in real time.
According to ZERO10 CEO George Yashin, it’s all about “enabling customers to experience digital fashion and technology in the real world.” Retail, he said in a statement, is “heading to the moment when the AR Mirror will become a fully-functional store itself,” continuing that the benefit for the retailer, is the ability to attract new customers via new channels of interaction.
ZERO10 AR mirror activation at the Coach store in Soho New York.
Previously specializing in digital clothing try-on, this is the first time the platform has expanded its capability to bags.
The activation follows a collaboration with Coach during Metaverse Fashion Week in Decentraland where ZERO10 created a special enhancement for the Tabby. It has also recently partnered with Tommy Hilfiger on in-store AR mirrors to support the latter’s Tommy X Shawn Classics Reborn collection launch.
ZERO10’s proprietary AR technology, powered by core technologies including 3D body tracking and cloth simulation, incorporates Ragdoll physics, which allows items to move naturally as they might in real life.
AR mirrors aren’t just confined to use in the fashion industry. AR mirror technology by extended reality and Web3 product house FFFACE.ME is currently being employed by L’Oréal’s Mugler fragrances for communication surrounding its new Angel Elixir fragrance.
AR mirrors in Paris’ Charles de Gaulle Airport, Alexa Mall in Berlin and PEP Mall in Munich digitally apply Mugler’s Angel Elixir effect to visitors, giving them an ethereal appearance. They can also record and download a photos or videos.
FFFACE.ME notes that its AR Mirrors are the world’s first gadget of this type that works based on Meta engine functionality.
“Soon, AR Mirrors will become a mainstream part of offline retail for all industries,” said FFFACE.ME CCO Polina Klekovkina in a statement. “The technology is ready, the experience is easy for audiences, and it brings measurable value to businesses. It’s just a matter of time before we will be able to try on any product – from makeup to clothing – by simply looking in the mirror.”
The company creates AR filters and Mirrors, digital clothing, virtual Influencers and metaverse projects. It has previously worked with companies including L’Oreal, Inditex, Prada Beauty, Marc Jacobs and Puma.
According to Snapchat community research, brands that create such experiences are 82% more likely to be recommended to others. For its own part, umbrella company, Snap has recently introduced AR mirror (already trialled by Nike) as as part of its AR Enterprise Services Shopping Suite.
Source: https://www.forbes.com/sites/stephaniehirschmiller/2023/05/19/how-ar-mirrors-offer-visual-marketing-meets-user-generated-content-for-fashion-and-beauty-retail/