Virtual Try-Ons: How AR is Changing Fashion Advertising

A common problem in shopping, especially online, is uncertainty about how a product will look. Virtual mirrors and try-on features let shoppers see clothing, accessories or makeup overlaid on their own image in real time, using a smartphone camera or an in-store interactive screen with a camera. They work particularly well for items such as glasses, jewellery, watches, hats and makeup, where appearance matters more than physical fit.

• Customer experience: shoppers can compare styles and colours quickly.
• Possible fewer returns: a better idea of appearance may reduce some style-related returns, though results vary and fit-related returns depend on accurate sizing information.
• Possible environmental benefit: fewer returns would mean less shipping, if the reduction is real for that retailer.

Virtual try-ons make product pages and ads more interactive than static images. They let shoppers explore how items might suit their style, from home or in store, and can make a brand’s advertising more memorable.

Approaches brands use include:

• Interactive mirrors in store: a screen with a camera shows virtual outfits or accessories over the shopper’s live image.
• Virtual avatars: models adjusted to approximate a shopper’s size and shape, giving a rough idea of how garments may look.
• Sharing options: shoppers can share looks with friends for opinions, with their permission.

Virtual try-ons use computer vision, machine learning and 3D models to place digital items onto a live camera feed. The software detects key points on the face or body and positions the item accordingly. Results can look convincing, but accuracy depends on the camera, lighting, the user’s pose and the quality of the 3D model. A visual preview shows how something might look; it cannot show how fabric feels, stretches or fits in reality.

• Computer vision: detects facial and body landmarks to position virtual items.
• 3D modelling: creates digital versions of products.
• Lighting adjustment: tries to match colours and shading to the real scene, with varying accuracy.

Brands may also use try-on data to improve recommendations. Because this involves images of people’s faces and bodies, it needs careful privacy handling (see below). Effects on retail metrics vary by brand and product, so measure them:

Good AR try-ons are easy to use and honest about what they show. They help shoppers visualise products and reduce some hesitation about online purchases, especially for accessories and makeup. For clothing, combine them with clear size charts, garment measurements and fit notes.

Privacy: try-ons process images of faces and bodies, which can be sensitive personal data. Tell users clearly what is captured, process images on the device where possible, do not store images or body measurements without consent, and follow applicable privacy laws.

Features that improve the experience include:

• Sizing information: clear measurements alongside the visual preview.
• Lighting adjustment: colour that is as close to reality as possible, with a note that screen colours may differ.
• Easy access: try-ons that work in the browser or app without complicated steps.

A quick comparison of AR try-ons and conventional product views:

In stores, large indoor displays can serve as interactive mirrors when paired with a camera and suitable software, which must be supplied separately.