Westfield's Future Fashion Project Leverages Augmented Reality
Meghan Young — March 23, 2015 — Tech
References: uk.westfield & psfk
Future Fashion is an ad campaign project that lets shoppers experience the latest spring and summer looks in new ways. Leveraging augmented reality, social media and user-generated curation, Future Fashion is an installation that will hit Westfield mall at the end of this month. Set up as a pop-up, it will focus on denim, floral and future modern.
Comprised of three separate experiences, the Future Fashion project will allow people to create their own fashion journey when wearing a virtual reality headset, try on the latest designs through digital avatars and even curate their own coveted products. Further unique content will include quizzes, trend reports, tutorials and mobile focused videos for more engagement and knowledge.
Comprised of three separate experiences, the Future Fashion project will allow people to create their own fashion journey when wearing a virtual reality headset, try on the latest designs through digital avatars and even curate their own coveted products. Further unique content will include quizzes, trend reports, tutorials and mobile focused videos for more engagement and knowledge.
Trend Themes
1. Augmented Reality Fashion - Opportunity for brands to create immersive shopping experiences by blending augmented reality technology with fashion.
2. User-generated Curation - Potential for businesses to involve customers in the curation process, allowing them to create personalized fashion experiences and products.
3. Mobile-focused Videos - Companies can leverage mobile-focused videos to engage and educate customers about fashion trends and products.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity for fashion retailers to enhance customer experiences through augmented reality technology and user-generated curation.
2. Technology - Opportunity for technology companies to develop and provide augmented reality solutions for the fashion industry.
3. Marketing and Advertising - Potential for marketing and advertising agencies to create engaging content, such as quizzes, trend reports, and tutorials, to promote fashion brands.
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