Immersive Fashion and Reality

In the textile world, achieving success in terms of design and product quality and producing marketable end products is a challenging process. Even for a single product, dozens of samples and trials are made. Considering the entire sector as a whole, this leads to a large number of unsatisfied products, waste materials, loss of time, raw materials and natural resources. As a result of physical samples and the great impact they create, initiatives based on the concepts of "Augmented Reality" and "Virtual Reality" are coming into play. Concepts support each other in different steps and develop together. Considered as a sample presentation, it offers the user a complete experience with virtual samples, visuals, virtual trial rooms, virtual reality (VR) based on augmented reality (AR), drawing users into a digital world with fashion shows and similar immersive experiences.

These technologies, which have endless variations in terms of development and diversification, stand out with advantages such as sample production, increased sales with virtual trials, innovative marketing campaigns that go beyond the traditional, savings in natural resources and labor, sustainable marketing and cost reduction in advertising. As AR and VR integrate seamlessly with retail, the apparel industry is witnessing a positive shift in customer engagement. This immersive technology trend improves user experiences and enables brands to stay ahead of the competition, pointing to a promising future for digital fashion.

Danish Virtuall and Australian Mazing startups stand out with the impact they have created in this field. Virtuall makes designs compatible with e-commerce platforms with AR filters. End users can view the product above them with a simple camera filter.

Mazing offers virtual spaces that can track the environment with the lidar sensors of the cameras, and creates 3D product models and areas by combining 2D photos of the products. He states that with the impact it creates, sales and the time spent by users in e-commerce areas increase.