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AR and 3D scanning have aided in the transformation of e-commerce and have enabled companies to experiment with virtual fitting rooms. 

Virtooal, a technology company, creates an artificial 3D model creation from the consumer’s 2D pictures to help the consumer virtual try on clothing and provides an automatic product size measurement. 


AR clothing try-on refers to the ability for 3D digital clothing to automatically appear on a person as they move in real time. As your body moves, the item reacts in sync and responds to your movements, measurements, and environment in a way that appears to be realistic. An example with which you may be familiar is the Snapchat face filter.

Recently, the Fashion Innovation Agency at London College of Fashion, Microsoft, and Reactive Reality introduced the Digital Human Stylist, which is a demonstration that can scan the user using the camera on a phone to create a personalized digital avatar of the user to see how clothing items and accessories can look on them. It also utilized AI so that the avatar will provide customized style and wardrobe looks and tips, which could lead to increased levels of consumption and engagement with a brand.  Based on research, it can be suggested that consumers are significantly more likely to interact with a digital human than remain neutral or otherwise (Silvia & Bonetti, 2021[HS2] ). This indicates that fashion businesses seeking to invest in digital human led solutions could consider it as a feasible option as it only gained in utilization during the pandemic.

Jewelry brand Kendra Scott introduced an AR tool enabling customers to virtually try on earring styles after Covid-19 temporarily closed retail stores. Using an iPhone and the Safari web browser, you can preview the earrings directly on your ears and purchase the styles you love.

By providing a way to see 3D visualizations of products, brands can more effectively manage consumer expectations and improve customer-satisfaction rates. 

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