What: The state of play for AR in fashion, including how Snap's work and that of recent innovators will drive retail in the virtual world.

Why it is important: 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.

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.

Enticing people to buy products is an obvious benefit of letting them try on goods, and so then making that easier by allowing them to check out the experience at home is likely to boost sales.

The company released new data this month that casts AR as a highly effective tool for slashing product returns. A survey found that two-thirds of consumers are less likely to return merchandise after using AR. As for fashion, nearly three-quarters said they were likely to buy clothes after using AR in the future. The figure for beauty, where AR is already well-established for makeup try-ons, is 69%.

With the massive push behind AR applications for fashion, it’s more than likely that someone will figure out how to crack it before long, and that means that AR for fashion may finally arrive, ready to connect the massive real-world business of retail and fashion to the emerging virtual world.

AR’s road to fashion