Marketing Meets Virtual Try-On and AI-powered Styling
Incorporating Virtual Try-On and AI-powered Digital Styling tools into your social media marketing strategy isn't just a trend; it's a transformative approach that's reshaping how fashion, manufacturing, and workwear brands engage with their audience online. By harnessing the capabilities of these technologies, brands can create (and promote) immersive and interactive experiences that create a feeling of personalization-at-scale for their audience.
The success stories of leading fashion and beauty brands that have seamlessly integrated Virtual Try-On and other digital experience tools into their social media marketing strategies speak volumes. Consider the case of Sephora, which introduced the Virtual Artist app, powered by augmented reality technology, enabling users to explore a myriad of cosmetic styles virtually. With over 200 million Virtual Try-Ons and a remarkable 20% increase in conversion rates, the app serves as a testament to the transformative potential of these technologies and the level of interest from consumers for new and engaging experiences.
Beyond the experiential value, Millennials and Gen Z have an unwavering focus on social responsibility and sustainability that further accentuates the relevance of Virtual Try-On, Digital Styling, 3D garments and other digital tools that can effectively reduce the impact of returns and overproduction. As more of the consumer buying power is concentrated within these generations that are more conscientious than ever of the societal and environmental impact of their purchasing decisions, these technologies emerge as powerful allies for brands to continue to grow and scale. By facilitating informed choices and minimizing waste, Virtual Try-On and Digital Styling tools align with their values, fostering a sense of accountability and promoting engagement with these types of experiences.
Businesses that embrace experiential tools not only strengthen their connection with younger consumers but also differentiate themselves from competitors by showcasing their commitment to personalization, innovation and social responsibility.
VisualizeX empowers customers to virtually try on products and visualize both their look and fit in real-time, right from the comfort of their home. LookbookX provides customers with the ability to combine garments and build their own outfits beyond the styled looks a brand creates and photographs. For a brand, these provide rich data about the customer experience that can be used to drive decision-making in a way that is impossible without these tools. For example, monitoring in real time what outfits customers are building or what colors they are trying on can provide timely direction for a social media campaign that is directly built upon what you are seeing from your customers. Imagine sending customers a personalized marketing message with styles that would look good on their specific body profile and align with fit and styling preferences or that will look good with something they already own. What about providing social shopping experiences where bridal parties can customize and share their dresses with one another? Or friends can share avatars and try clothing on one another digitally? These experiences are already here and the next stage of growth will be driven by these unique, customer centered approaches.
Crafting Engaging and Seamless Experiences
So, how can your company effectively leverage Virtual Try-On and AI-powered Digital Styling in its social media marketing strategy? Here are some essential practices to consider:
1. Elevate the visual experience: Utilize high-quality 3D product visualizations to create immersive Virtual Try-On and Digital Styling experiences. Highlight the intricacies of your products to provide customers with a true-to-life representation of how they look and feel, while at the same time allowing customers to create their own outfits beyond what they enjoy in your styled images.
2. Embrace simplicity: While the allure of elaborate features may be tempting, prioritize a user-friendly interface that allows customers to effortlessly navigate your digital experiences. Ensure seamless integration across platforms for a consistent and intuitive user experience.
3. Use data to drive decision-making: With social media, trends can move at the speed of light and being able to produce and share content based on how your customers are experiencing your brand in a way that feels timely, personalized, and responsive is a game-changer.
At a recent retail conference, a consistent theme was that the only really ‘wrong’ move when it comes to innovating on your customer experience is not making any moves at all. So, identify a challenge you want to solve or a new benefit you want to provide to your customers and find a partner to get started!