How AR's Road to Fashion is Becoming Real – WWD

While the reality of augmenting retail has literally put virtual try-ons front and center for makeup, sneakers, eyewear and furniture shoppers, the consumer proposition for apparel has really only just begun. The challenges are steep, but interest in AR clothing has been gaining momentum in recent years, especially as NFTs and metaverse mania have put a spotlight on 3D digital fashion. These factors tee up a potential influx of virtual fashion try-on experiences within the next few years, if not sooner, as the tech and the brands that adopt it gear up to make their mark. One of the most visible players in this space is social media behemoth Snap Inc., as its investments for Snapchat double down on cloth simulation and body tracking technology. The company revealed that it’s been working on these efforts last year, and it’s clear they’re key priorities, as it has been refining them and expanding the scope of materials. The result is already creating new experiences that entertains users. But that’s not the only motivation. Snap is also laser-focused on how AR can drive fashion retail. “I think for us, a huge area that we’ve really invested in is not just bringing these incredible…
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