On Wowing the Customer with Immersive Virtual Fashion Experiences

In our recent "The Age Of Artificial Intelligence: Transforming Customer Experiences In Luxury Report Part 1, " we discussed how the role of AI in transforming experiences is multifaceted, ranging from personalizing shopping journeys to creating immersive digital interactions. Improved retailing can happen through chatbots, voice and face recognition, virtual try-on, and text-to-image conversion, delivering a high degree of personalization.

When it comes to immersive virtual fashion experiences, the integration of AI in luxury has transcended traditional boundaries, ushering in an era. This digital revolution, powered by AI, is about augmenting reality by creating new realms for customers to explore and interact with brands in unprecedented ways. Virtual showrooms have gained significant traction, especially in the global shift towards online shopping. These AI-driven virtual spaces allow customers to explore collections and try makeup in a highly interactive and engaging environment.

Augmented Reality (AR) plays a crucial role here, enabling customers to ‘try on’ clothes virtually through their digital avatars or directly on their images using smartphones. This enhances the online shopping experience and provides a novel way for customers to engage with brands, bridging the gap between physical and digital retail.

Here are a few examples of how some brands are integrating virtual experiences:

• Modiface, acquired by L’Oréal in 2018, is an AI-powered technology that enables virtual make-up try-on experiences for an unlimited number of products through AR simulation of shades. These simulations are based on an AI-powered analysis of information provided by many makeup brands and social media-based images and descriptions of the product(s).
• Chanel’s fairly recent introduction of “smart mirrors” a few years ago uses facial recognition to retrieve customer profiles in-store, provide virtual try-ons for make-up and accessories, and provide product information and recommendations while integrating with in-store inventory levels.
• Since 2023, Cartier has been using a platform combining AR and AI to integrate image recognition for hand and neck mapping and realistically overlay the jewelry pieces on the user, simulating different lighting conditions while seamlessly integrating with Cartier’s e-commerce platform for purchasing.

"The Age Of Artificial Intelligence: Transforming Customer Experiences In Luxury' Report Part 1 is available for download.

Thank you for reading! We'll be back in two weeks with another edition of CXG Perspectives.