Augmented Reality: What Breakthroughs Will Make the Metaverse Mainstream? | The Business of Fashion

When it comes to testing new technologies, there is always an element of the unknown for brands. While tech investments may not immediately translate to a revenue bump, willingness to experiment could radically transform the fashion industry, according to Ommy Akhe, a creative technologist specialising in experimental software and augmented reality prototypes, who spoke at The BoF Professional Summit: New Frontiers in Fashion and Technology.
“Understanding your customers, the things they value, the challenges you can help them overcome and what gets them excited - it's essential to meet users where they are,” says Ahke. “The only constant is change. So why not join the journey and start enjoying the current future?”
- Consumers today are younger, spend more time online and are used to valuing arbitrary digital assets like follower counts and verified check marks. This means they are also more apt to spend money on digital items that hold value in the real world.
- The tools that will build the metaverse - including 5G, artificial intelligence and virtual reality, for example - are well established and consumers are used to interacting with them.
- Ahke’s digital skins projects overlay dynamic imagery on bags, clothes and shoes through a phone lens. Brands can implement this sort of technology to drive loyalty and give buyers more avenues for expression.
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[@tdwmaddie907]

Pay attention fashion brands get onboard AR / VR / metaverse etc…. It’s happening now and we have the power to influence how this tech is rolled out. Thanks Ommy for your visionary advice!!

[@mustavogaia2655]

Yes, a lot of companies are investing on this and losing billions with nothing to show for.

[@GeekGoesChic]

great talk, I wouuld add that you can use AR in as simple use as e-retail. AR increases the amount of sales and decreases return rate on e-commerce

[@ericwright2378]

THANK YOU 💪🏿👏🏿👏🏿👏🏿👏🏿👏🏿👏🏿👏🏿👏🏿👏🏿👏🏿👏🏿👏🏿

[@AndSper]

So is people supposed to wear AR glasses all the time to use those customized functionalities of future clothing ? People is excessively captured by cell phones today, just immagine people been totally trapped in a fake words with those glasses. I also didn't like the last sentence which aimed to propose AR as a way to create a very personal "beautiful world", which is in other words a fake environment where people will run to escape reality, this is very sad.