By Lena Mayberry
For a brand, 3D assets reduce material and operating costs while increasing engagement and online conversions with their customers.
Retail businesses are experiencing higher eCommerce sales. But they are also bearing higher returns. Despite having a preference for online shopping, consumers are encountering lower confidence in making good buying decisions because they don't know how items will look or fit on their bodies. How can brands instill more confidence in their customers?
Consumers are in charge, and they want new and simple online experiences that help them to validate potential purchases. There has been tremendous advancement in the fashion technology space, particularly since the pandemic, which is making it easier for businesses to digitally transform their website and integrate 3D technology.
Physical fashion product photography has limitations. When buyers are looking for information about a product, particularly regarding its functionality in the fit and their sizing preferences, being confined to only viewing the product on one model might undermine their confidence in their visualization of the product on themselves. 3D technology can provide customers with more specific information than ever before. 60% of online shoppers say they’re more likely to buy a product if it’s shown in 3D or augmented reality.
Let's look at how 3D can improve the product-to-market process, consumer confidence, and how far a 3D asset can go after it’s created.
The standard calendar to get apparel to market can take a long time. For designers, even getting a male or female dress form can be challenging. However, with 3D tech, they’re able to create avatars to see the fit and visualize garments. They can see if their garments would translate well enough to create a gender-neutral collection. A designer can quickly go from their trend forecasting, inspiration, exploration, and fine-tuning phase to get the final form of their collection. The design software is a game changer for businesses or teams who don't have a lot of time or availability for design reviews and fit meetings since it gives them fast access to a depiction they can trust.
Digitizing can reduce the time required to make small changes between different sizes for the same design. For example, the placement of an embroidered patch on a sweater may need to be moved ever so slightly for each size to ensure the drape or fit won’t skew the intended design. They can then quickly export it with accuracy. They can send that data to their vendors and can create the tech pack (a blueprint of a final garment) and send it straight to them. Later, they may send such tech packs to Virtual Try-On companies like Couture Technologies, which will allow customers of the apparel company to try on their items with their virtual avatars on the brand's website. Additionally, designers can digitize their fabric library, or they can use the fabric that is readily available in their 3D software to start with.
Designers can even skip photography for the product at this stage. Cutouts and content can be made from the same digital asset(s) for stores and marketing personnel.
This approach to design helps them to bring products to market with greater certainty, rather than ordering and hoping for a piece that resonates with their consumers. Designers may explore without losing their creativity and "flow state," which several rounds of physical sampling could take away. They may share with their vendors, internal marketing and sales teams, and their accounts to gain feedback and information from all stakeholders.
With the advent of 3D design software, the role of the designer is fastly evolving. When creating these collections with digitization software, they discover that they have a lot more freedom and ability to experiment without the high cost of sampling, photography, and traditional design processes.
The possibilities with 3D are endless. According to Accenture data, 50% of consumers better recall brands that regularly engage them using immersive technologies and 47% of consumers say immersive technologies make them feel more connected to products.
Ready to get started with your 3D and Virtual Try-On integration on your website from Couture Technologies? Schedule a demo to learn more about building customer confidence and positioning your business to stay competitive for the future.