Brands are actively mastering new technologies in order to simplify the production of new clothes and accessories, as well as to make online shopping more comfortable.
In February, Burberry announced a partnership with Google to create a special application that will allow the user to get an idea of how a piece of wardrobe, bought online, will look in real life. At the first stage, this app was tested only in the USA and Great Britain, but now it is becoming available in other countries.
Using augmented reality, smartphone users can see a digital look of shoes and accessories in real time and compare them with other clothing from their wardrobes to see how organically the purchase will fit into their style.
The company's management expects that thanks to augmented reality, website visitors will not only be more willing to make purchases, but brands will also be able to reduce the number of returned clothes.
In addition to Burberry, other brands are actively testing similar technology, including Gucci, Puma and ASOS retailer.