The retail landscape is undergoing a digital metamorphosis, and augmented reality (AR) is at the forefront of this evolution.
Zero10, a leading provider of AR and AI [artificial intelligence] solutions, is at the helm of this transformation with its AR Mirror technology.
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George Yashin, Zero10’s CEO and founder, delves into the world of Zero10’s AR try-on solutions, exploring how they are revolutionising the way we shop for clothes.
Unveiling the magic behind the mirror
Zero10’s AR Mirrors leverage a combination of computer vision (CV) and computer graphics (CG) to create a realistic and engaging try-on experience.
Their core technologies include 3D body tracking, real-time multi-class segmentation, and cloth simulation.
When a user stands in front of the AR Mirror, the system captures an image and utilises advanced algorithms, including the advanced Pose Estimation (PE) algorithm, to estimate the user’s body shape and position in 3D space.
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By GlobalData“[Our system] ensures precise tracking of the user’s body in 3D space, even when parts are obscured by clothing or in crowded environments,” explains Yashin.
“Pose Estimation involves two main tasks: 2D Pose Estimation, which pinpoints the spatial locations of body joints from a 2D image, and Depth Estimation, which gauges the distance to each detected joint.”
Detail, customisation, and inclusivity
Zero10 recognises that a truly immersive experience goes beyond just accurate fitting and, Yashin says, “believe that the realism of fabrics and materials also plays a significant role in achieving a highly realistic try-on experience.”
Its technology incorporates physically based rendering (PBR) techniques to realistically capture how light interacts with different materials.
Custom shaders further enhance detail, offering features like fur simulation for an unparalleled sense of realism.
“In the rendering stage, we use Physically Based Rendering (PBR) techniques in our engine,” explains Yashin.
“PBR allows us to accurately replicate how light interacts with different materials, resulting in lifelike reflections, highlights, and shadows.”
The recently released shoe try-on feature will allow users to create complete digital outfits, while the system already offers the ability to zoom in on fabrics and explore how clothes move with the body.
Inclusivity is also a priority, with Zero10’s technology constantly evolving to accommodate a diverse range of body types and ethnicities.
Its 3D body models cater to a wide range of sizes, and it is actively developing models for even broader size inclusivity.
“We utilise an accurate 3D model to ensure that digital clothing fits various body types, ranging from S to XL, in accordance with standard size charts,” says Yashin.
“Beyond the technical aspect, we always strive to create experiences that people of all body sizes, ages, genders, and backgrounds can enjoy.”
Social proof in the digital age
In today’s social media-driven world, the ability to share experiences is paramount.
Zero10 understands this, and its AR Mirrors allow users to capture photos and videos of their virtual try-on sessions.
This “wow” factor creates shareable content, attracting new customers and boosting brand awareness.
It also offers a “Photobooth mode” where users can take photos and receive them directly on their devices for easy social media sharing.
“We’ve found that 18% of people passing by the store are more likely to capture content with AR Storefront compared to a traditional window display,” highlights Yashin.
“This is amazing, especially considering that nowadays people tend to pay minimal attention to outdoor screens.”
A glimpse into the AR shopping experience
The impact of AR try-on technology on consumer behaviour is still unfolding. However, Zero10 sees a future where AR streamlines the shopping journey and empowers customers.
“Virtual try-on and AR technology, in general, have not yet been widely adopted, making it difficult to identify specific patterns in customer behaviour,” says Yashin.
Even with the recent introduction of the Apple Vision Pro, widespread adoption is yet to be seen.
“On the one hand, the technology is new for both brands and consumers, as not everyone is familiar with or has experienced it,” Yashin continues.
“On the other hand, many customers are tech-savvy, while brands may still be hesitant or evaluating the best options for integrating technology into their stores.”
Based on its experience with various brands like Coach, Tommy Hilfiger, Macy’s, Disney, and others, Zero10 sees a growing comfort level with the technology.
“Statistics show that people are seeking more interactive and tech-driven experiences while shopping offline, as these aspects are becoming integral to their shopping journey,” adds Yashin.
“Some consumers are ready to use technology to simplify their shopping process, while others still prefer personal contact with human staff but are open to exploring new experiences where emerging technology is involved.”
From a brand’s perspective: The allure of AR mirrors
For fashion brands, the benefits of AR try-on experiences are significant. One of the main advantages is the increased customer engagement rate.
“Comparing different use cases of our products, such as the in-store AR Mirror or AR window display, we see that engagement rates increase when AR try-on is integrated,” explains Yashin.
“Based on our recent projects with Macy’s, Disney and Coach, we can say that the AR window display is up to 4.37х higher engagement rate compared to the traditional window display, while the in-store AR Mirror shows a 27% increase.”
With the recent launch of the shoe try-on feature, Zero10 believes that this will further enhance the customer experience.
“Trying on shoes in crowded stores can be complicated due to limited display sizes, requiring customers to ask staff for different models and sizes,” says Yashin.
“This involves waiting and changing shoes multiple times to find the right model which could be long and tiring. Instead, customers can use the AR Mirror to try digital versions of sneakers, see how they match their outfits, and narrow down their selection before asking staff for the physical shoes.”
While digital try-on won’t replace the physical process, it can simplify and streamline the experience, likely leading to higher customer satisfaction and increased engagement rates.
The future of AR fashion try-on
Looking ahead, Zero10 envisions exciting features and functionalities for future iterations of AR try-on technology.
“Absolutely, we believe that the future lies in the integration of technologies to boost customer experiences and address brand challenges,” says Yashin.
“The combination of AR and AI is a prime example, where AI streamlines processes, augments data collection, and enables the development of advanced features like AI-powered style recommendations.”
“While AI has seen extensive adoption in e-commerce, its potential to enhance customer experiences in physical retail remains relatively untapped, and we are actively working on new features within this field,” adds Yashin.
Shaping a seamless shopping journey
Zero10 believes the AR Storefront concept, where AR Mirrors are integrated into store windows, exemplifies the seamless integration of technology into the shopping experience.
“The idea was to attract customers, drawing their attention to the brand’s new collection, and most importantly, allow passersby to try on items from the new collection before entering the store or even planning to try something on,” explains Yashin.
“This is an amazing way not only to reach customers but also to enable interaction with the brand, which is quite challenging nowadays given the oversaturation of brands who are competing for customer attention.”
A retail revolution powered by AR
The retail landscape is on the cusp of a transformation, and AR is poised to be a driving force.
Zero10’s AR Mirrors are a testament to this potential, offering a realistic, engaging, and inclusive virtual try-on experience.
From increased customer engagement and streamlined shopping journeys for consumers to valuable data insights and a competitive edge for brands, the benefits of AR are undeniable.
As Zero10 continues to innovate and explore the possibilities of AR in retail, we can expect even more exciting features and applications to emerge, shaping the future of fashion and beyond.
