A review on potential technological advances for fashion retail
smart fitting rooms, augmented and virtual realities
DOI :
https://doi.org/10.26563/dobras.i32.1372Mots-clés :
E-commerce, New technologies, Fitting room, Smartphones, Fashion DesignRésumé
This technical paper will assess new technological advances that could change the way we buy clothes, exploring existing solutions that are still commonly confused with each other: Smart fitting rooms (SFR), interactive mirrors (IM), Virtual Reality (VR), and Augmented Reality (AR). The methodological approach based on an exploratory research will start with a literature review on SFR and IM, comparing the main differences between these two technologies and addressing their unsuccessful attempts in retail. Our research will also assess daily technologies, which could possibly improve the customer’s experience with online shopping, as well as customers with reduced mobility.
With smart gadgets in every corner, consumers are more difficult to convince with innovative products. We will propose future possibilities for fashion retail, where results will be presented as a first approach, in hopes of creating innovative solutions for the future. Moreover, sustainable implications related with this approach will be addressed in our additional considerations. This technical study considers only two basic solutions that were eventually too complicated to fit into fashion retail, exploring additional solutions that could change these limitations.
Although explored and researched in the last years, solutions like IM and SFR were once part of what was considered the future of fashion retail. However, poor business models and lack of technological advances at the time limited these solutions. New technologies such as Augmented Reality (AR), Virtual Reality (VR) and Mixed-Reality (MR), combined with the latest smartphone evolution could relaunch solutions like these.
Téléchargements
Références
ABNETT, Kate. Fashion’s Fourth Industrial Revolution: The beginnings of a fundamental transformation in the way we create, communicate and consume fashion are already taking shape. Business of Fashion, aug. 2016.
ARNETT, George. Sizing tech takes on fashion’s expensive returns problem. Vogue Business, set. 2019.
BAZAKI, Eirini; WANNICK, Vanissa. Unlocking the Potential of the Salesperson in the Virtual Fitting Room: Enhancing the Online Retail Experience for Fashion Brands. Proceedings of Academy for Design Innovation Management Conference. [Anais...] London, United Kingdom: 2019.
BLÁZQUEZ, Marta. Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience. International Journal of Electronic Commerce, v. 18, n. 4, p. 97-116, 2014.
BOARDMAN, Rosy; HENNINGER, Claudia; ZHU, Ailing. Augmented Reality and Virtual Reality: New Drivers for Fashion Retail? In: [s.l: s.n.]. p. 155-172.
BodyBlock. Available at: https://www.bodyblock.ai. Accessed on: 28 sep. 2019.
BONETTI, Francesca; WARNABY, Gary; QUINN, Lee. Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda. In: JUNG,Timothy & TOM DIECK, M. Claudia (Eds.). Augmented Reality and Virtual Reality: Empowering Human, Place and Business. Cham: Springer International Publishing, 2018. p. 119–132.
CASE, Meredith; BURWICK, Holland A.; VOLPP, Kevin; PATEL, Mitesh S. Accuracy of Smartphone Applications and Wearable Devices for Tracking Physical Activity Data. Journal of the American Medical Association (JAMA), v. 313, n. 6, 2015.
COHEN, Ronald. Interactivity with a mixed reality, 2015. Available at: ps://patents.google. com/patent/US7564469B2/en. Accessed on: 28 sep. 2019.
XU, Jingsong; CUI, Ying.; WU, Qiang; ZHANG, Jian; ZHANG, Chen-Xiong; LIU, Haibo; FANG, Kui. System and method for virtual clothes fitting based on video augmented reality in mobile phone. United States, 2015. Available at: https://patents.google.com/patent/ US10373244B2/en. Accessed on: 5 may 2020.
COUCH, Jessica V. Use of Camera on Mobile Device to Extract Measurements From Garments, United States, 2017. Available at: https://patents.google.com/patent/ US20170270686A1/en. Accessed on: 5 may 2020.
DANIEL, Ellen. What is 3D body scanning, and could it banish the changing room for good? Verdict, oct. 2018.
DONATIELLO, Lorenzo; MOROTTI, Elena; MARFIA, Gustavo; DI VAIO, Sonia. Exploiting Immersive Virtual Reality for Fashion Gamification. IEEE 29th Annual International Symposium on Personal, Indoor and Mobile Radio Communications (PIMRC). [Anais...] Bologna, Italy: 2018
DUGAR, Vedika; BLÁZQUEZ, Marta; HENNINGER, Claudia. Does Technology Affect Customer- Brand Relationships? A Study of Premium Fashion Consumers. In: VIGNALI, G. et al. (edits.). Technology-Driven Sustainability: Innovation in the Fashion Supply Chain. Cham: Springer International Publishing, 2020. p. 195-217.
FERNANDES, Clara Eloise. Interação e tecnologia a serviço da moda: The Virtual Interface Kinect Interaction. [s.l.] University of Beira Interior, 2013.
FISION TECHNOLOGIES. Mobile 3D body scan with smartphone for 3D body avatar & measurements. Available at: https://www.fision-technologies.com/products/mobile-3dbody- scan. Accessed on: 5 may 2020.
Fit Analytics. Available at: https://www.fitanalytics.com. Accessed on: 5 may 2020.
FOX, Chris. Zozo quits Europe after Zozosuit flop. BBC News. BBC News, apr. 2019.
GLOBALDATA. Value of online returns to rise to £5.6bn by 2023, driven by clothing & footwear. [s.l: s.n.]. Available at: https://www.globaldata.com/value-online-returns-rise-5- 6bn-2023-driven-clothing- footwear/. Accessed on: 5 may 2020.
HAUSER, Matthias; GRIEBEL, Matthias; HANKE, Jannis; THIESSE, Frédéric. Empowering Smarter Fitting Rooms with RFID Data Analytics. (W. (Hrsg. . Brenner, Ed.) Proceedings der 13o Internationalen Tagung Wirtschaftsinformatik. [Anais...] St Gallen, Switzerland: 2017.
KJAERSIDE, Krista; HEDEGAARD, Karen; GRONBAEK, Kaj. ARDressCode: Augmented Dressing Room with Tag-based Motion Tracking and Real-Time Clothes Simulation. Proceedings of Central European Multimedia and Virtual Reality Conference. [Anais...] Prague, Czech Republic: 2005.
LIANG, Yuli; LEE, Seung-Hee; WORKMAN, Jane. Implementation of Artificial Intelligence in Fashion: Are Consumers Ready? Clothing and Textiles Research Journal, v. 38, n. 1, p. 3-18, 2020.
LOCKE, Robert; RASBAND, Paul. Holographic Technology Implemented Retail Solutions. United States, 2016. Available at: https://patents.google.com/patent/US20180018681A1/ en. Accessed on: 5 may 2020.
LOMAS, Natasha; CROOK, Jordan. Amazon has acquired 3D body model startup, Body Labs, for $50M-$70M. Tech Crunch, oct. 2017.
MORRISON, Darrick. Augmented reality e-commerce for in-store retail. United States, 2016. Available at: https://patents.google.com/patent/US10235810B2/en. Accessed on: 5 may 2020.
NETTELO. 3D Body Scan and Analysis Mobile Application. 2019.
Global mobile market report. . [s.l: s.n.]. Available at: https://newzoo.com/products/ reports/global-mobile-market-report/. Accessed on: 5 may 2020.
O’DEA. Number of smartphone users worldwide from 2016 to 2023 (in billions). [s.l: s.n.]. Available at: https://www.statista.com/statistics/330695/number-of-smartphoneusers- worldwide/. Accessed on: 5 may 2020.
OLSSON, Thomas; LAGERSTAM, Else; KÄRKKÄINEN, Tuula; VÄÄNÄNEN-VAINIO-MATTILA, Kaisa. Expected user experience of mobile augmented reality services: A user study in the context of shopping centres. Personal and Ubiquitous Computing, v. 17, 2011.
ROMMELLYN. Bodymetrics at Bloomingdale’s. The Stunning post, aug. 2012.
RYDZEK, Camilla. Amazon patents virtual changing room app with data-led style recommendations. The Current Daily, jan. 2019.
SCARANO, Genevieve. Measuring Up: 3-D Body Scanning Can Now be Done on an iPhone. Sourcing Journal, 2017.
Statista dossier about Augmented Reality (AR). [s.l: s.n.]. Available at: https://www.statista. com/study/38227/augmented-reality-ar-statista-dossier/. Accessed on: 5 may 2020.
THE BUSINESS OF FASHION AND MCKINSEY & COMPANY. The State of Fashion 2019. [s.l: s.n.]. Available at: https://www.mckinsey.com/industries/retail/our-insights/the-state-offashion- 2019-a-year-of-awakening. Accessed on: 5 may 2020.
THEO, Natalie. Zara’s Self-Service Check Out Highlights a Stronger Focus on Creating Better In-Store Customer Experiences. Available at: https://medium.com/@dressipi/ zaras-self-service-check-out-highlights-a-stronger-focus-on-creating-better-in-storecustomer- 5ce2c2792f3a. Accessed on: 28 nov. 2019.
VAN GROOVE, Jennifer. Augmented Reality Online Shopping: Not the Right Fit (Yet). Mashable, mar. 2011.
XU, Jingsong; CUI, Ying; WU, Qiang; ZHANG, Jian; ZHANG, Chen-Xiong; LIU, Haibo; FANG, Kui. System and method for virtual clothes fitting based on video augmented reality in mobile phone. United States, 2015. Available at: https://patents.google.com/patent/ US10373244B2/en. Accessed on: 5 may 2020.
XUE, Liangchao; PARKER, Christopher; HART, Cathryn. How To Engage Fashion Retail With Virtual Reality: A Consumer Perspective. 5th International AR & VR Conference. [Anais...] Munich: 2019.
YOUSEF, Khalil; MOHD, Bassam; AL-OMARI, Malak. Kinect-Based Virtual Try-on System: A Case Study. IEEE Jordan International Joint Conference on Electrical Engineering and Information Technology (JEEIT). [Anais...] Amman, Jordan.: 2019. Available at: https:// ieeexplore.ieee.org/document/8717498. Accessed on: 5 may 2020.
Zozo Company Profile. Available at: https://corp.zozo.com/en/about/profile/. Accessed on: 28 set. 2019.
Téléchargements
Publiée
Comment citer
Numéro
Rubrique
Licence
Ce travail est disponible sous licence Creative Commons Attribution - Pas d’Utilisation Commerciale - Partage dans les Mêmes Conditions 4.0 International.
Direitos Autorais para artigos publicados nesta revista são do autor, com direitos de primeira publicação para a revista. Em virtude de aparecerem nesta revista de acesso público, os artigos são de uso gratuito, com atribuições próprias, em aplicações educacionais e não-comerciais
