Daily Insights

The New Reality of Shopping

By: Mackenzie Baker | Oct 02, 2019

Having to physically try on items in a dressing room will soon be a thing of the past. As fashion brands evolve and technology improves, more industries are testing virtual reality tools to sell to customers. 

Students at the London College of Fashion are developing a smartphone app that allows shoppers to virtually try on clothes without having to go into a store. This change from a traditional shopping experience is contributing to new e-commerce trends. By pairing virtual reality glasses with a smartphone app, customers can try on clothes or beauty products to see how everything looks on themselves. This hassle-free accessibility is a growing trend among fashion and beauty companies as it can more easily engage a brand’s most loyal customer base, as observed in Gartner L2’s report on the topic. Customers are more inclined to shop at their favorite stores when they can enjoy the whole experience via the convenience of their smartphone. Companies like Sephora and Gap have already adopted virtual reality features on their apps and websites that cater to customers looking to try on products without having to go to a store.

Many other brands are in the process of releasing their own virtual reality systems that allow customers to see what products would look like not only on them, but in their homes. For example, Amazon has a feature on its website that lets customers see what pieces of furniture would fit best in different spaces in their homes. Two of Amazon’s competitors, IKEA and Walmart, are also working diligently to provide augmented reality to consumers for this same purpose. 

More stores will continue to innovate better shopping experiences for their loyal customers, and many will turn to virtual reality to do so. As virtual reality continues to become more of an everyday staple in the lives of consumers, brands must be keen to satisfy different needs in the new reality of shopping.