Technology can Help to Rebuild the Fashion and Retail Sector after COVID Hit Economic Slowdown

The pandemic has affected every sector of the economy and fashion retail is no different. The industry was on an upward trajectory before the pandemic disrupted it tragically. Further, due to lockdown and work from home, the desire to shop for date nights, conferences, events, meetings, get-togethers, reunions etc saw a significant low.

However, instead of buckling under the unpredictability of the situation, many brands resorted to e-commerce and advanced immersive technologies to stay afloat and survive the crisis. Therefore, the crisis has made the fashion retail sector realise that technology can help the industry quarterback to a better position whenever uncertainty hits. As a result, shopaholics have now adopted a more socially distant ritual i.e. trying on clothes through the webcam on their phones.

Tech is Helping the Fashion Industry Weather the COVID-19 Storm

The crisis has accelerated the drastic shift from offline to online shopping, and now more than ever, brands are focusing on creating digital experiences that extend similar levels of inspiration, satisfaction, discovery, pleasure, and customer service as in-store shopping. This is because today's consumer wants to shop but at the same time feel safe doing that, hence, fashion retailers and brands are increasingly investing in technologies that can offer in-store shopping experience in the online space.

Re-imagining the physical stores

While retailers are re-opening their stores, avoiding interaction remains a priority. Therefore, brands have reoriented their marketing strategies - product testers are a big no and fitting rooms have been taped off at many places. Brands are trying hard to rebuild the industry and continue business as usual with the help of technology, for example, Brands can install smart mirrors in stores instead of trial rooms, as mirrors are an inevitable necessity while shopping.

Smart mirrors, a touch-free device, will likely emerge as a popular trend because people will prefer social distance even after Covid-19 fades. These mirrors provide a 360-degree view of how a garment looks on you without having to actually try the actual garment. Also, consumers can do the Try-On for multiple products like lipstick, apparel, handbag, Jewellery etc in a single frame to do the shopping of a look for their special occasion.

Going forward, consumers would explore new ways in which technology can spare them time by simplifying their lives. In this case, advanced technologies like AR and AI will play a significant role.

Virtual Try-On with AI

Virtual Try-On feature is a big hit that lets customers Try-On shoes, cosmetics, eyeglasses, clothes, jewellery, watches, masks, or even a new haircut. Many brands have adopted virtual try on in numerous ways to increase sales, drive engagement and fight back returns.

This empowers the customers to purchase from the comfort of their home without compromising on the feel of in-store shopping. Virtual try-on combined with AI  uses the latest fashion trends and top styling principles to show complete outfit recommendations for each product. Customers often want to try out new clothes but simply don’t know how to style them. Outfit recommendations show customers the ways they can wear different products together and do the Virtual try-on with styling and fitment advisory. Inspiring the customer with quality AI styling means upselling and increasing basket size from just one product to a complete look.

Summing Up!

The retail industry can leverage technology to create new customer experiences that are unique and memorable. It will let customers enjoy the feeling of walking around the store and try-on different products without moving out from home. Further, technology lets the users get complete product information on one click. Therefore, retail fashion brands should leverage the crisis as an opportunity and use the abundance of advantages that technology offers. After all, technology is the future!