Nowadays, e-commerce
merchants can leverage AR technology to enhance shopping experience. This tech
gives customers the opportunity to virtually try on clothes before buying them
online. It involves using a computer, phone or tablet screen as a mirror
reflecting a shopper while overlaying the chosen garments on his/her image.
Some researchers from Iowa
State University and Virginia Polytechnic Institute conducted a study on
the efficiency of this technology. They asked participants to use augmented
reality to virtually try on a dress, select a size to order and then to wear
the same item in real life. Afterwards, they had to evaluate both fittings for
size, fit and performance.
There were mixed results for the AR technology. While
participants were able to find the right size with the digital tool, they had
trouble with evaluating the fit at the bust, waist and hips. The researchers
suggested that it might be because the image of the dress was a 2D one.
Moreover, the dress form’s hourglass shape did not match the body shape of all
participants.
Nonetheless, despite these limitations, the respondents
reacted positively to the tech. One of the researchers advanced that it “is
still a promising technology, because AR can provide good visual information
that improves consumer
attitudes and purchase intentions”
Customers
are excited about AR
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