augmented reality and fashion
DESCRIPTION
This is a presentation for FashionCamp LA on Sunday, June 13th. Zugara spoke to useful executions of Augmented Reality along with how AR is currently being used in Fashion.TRANSCRIPT
Augmented Reality: From Marketing Buzzword
To A Better Consumer Experience
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SHOW OF HANDS:
How many of you know what
Augmented Reality is?
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My reaction to AR for the 1st time…
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It’s when the real world is
“augmented” by computer
data.
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AR is not Virtual Reality
or Second Life…
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AR is the future of how we will interact with digital information
VIEW INTERACT
ACCESS
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Usually shown as reality in popular movies today…
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AR looks cool, but is anybody actually using it?
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Major advertising and marketing channels have started using AR
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Online has exploded with branded engagements
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Muscle Milk AR packaging
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Online, all the consumer needs:
Decent Computer
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Online, all the consumer needs:
Decent Computer Regular Web Cam
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Often times a marker (or glyph):
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And sometimes just an image:
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Some AR executions require:
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This is a barrier for the consumer
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So beyond all the hype, what’s practical for AR in the here and
now?
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• Online AR currently most popular • Largest Reach / Average Spec• Adoption of Video Chat / Webcam Fueling Growth• Flash-based AR
• Kiosk-based AR growing• Limited scale/reach but least amount of barriers for
consumer• Highest tech possibilities
• Mobile AR = not yet ready for primetime • Limited processing power• Will be focal point of AR in the future (more on that later)
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But, just because you can do AR, does that mean you should?
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What makes a good
execution?
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Put on your “Consumer Hat”
Would you hold a print magazine up
to a webcam to watch a 5 minute
video?
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Utility is key…
Are you trying to add value for the consumer or for you?
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Here’s a few examples that work…
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Online - THE USPS
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Online - THE USPS
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OOH - PSA IN AMSTERDAM
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OOH - PSA IN AMSTERDAM
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POP - LEGOS’ KIOSKS
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POP - LEGOS’ KIOSKS
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Now, Let’s Talk AR + Fashion
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RAY-BAN VIEW AT HOME
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RAY-BAN VIEW AT HOME
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TISSOT RETAIL WINDOW DISPLAY
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TISSOT RETAIL WINDOW DISPLAY
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HUGO BOSS’ DRIVE TO RETAIL
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HUGO BOSS’ DRIVE TO RETAIL
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ADIDAS’ SHOES
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ADIDAS’ SHOES
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LONDON FASHIONWEEK
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LONDON FASHIONWEEK
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INTERACTIVE CLOTHING
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INTERACTIVE CLOTHING
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Now For The Fun Stuff…
Some Actual AR Demos…
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Webcam Social ShopperAugmented Reality Shopping
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Shopping Offline Is An Emotional Experience
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Online, Not So Much
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The “consumer experience” has made very little progress in the last 15 years
Amazon1990’s
Amazon2010
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45% of U.S. online shoppers abandoned shopping carts multiple times over a span of three weeks. (Paypal & ComScore)
Abandoned Carts
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Conversion rates are low, with the “gold standard” being between 2% and 3%
Low Conversions
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The average return rate for online clothing retailers is about 20% but goes as high as 50% for some. (Forrester Research)
High Return Rates
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But What If Consumers Could Have That “At The Rack” Experience, Online?
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Webcam Social Shopper
Demo
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Fashionista
Video
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Fashionista
Video
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ZugSTARAugmented Reality Video
Conferencing
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Video Conferencing & Chat Today
Limited to conversation
Little to no real-time interaction or
collaboration
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Video Conferencing + Augmented Reality =
Ability to share and interact with content
in real time
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ZugSTAR
Video
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ZugSTAR
Video
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“If I had asked people what they wanted, they would have said
faster horses.”- Henry Ford
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The Future Of AR
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True Markerless Via An Average Webcam
More Immersive Experience Online / Kiosk
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Mobile Will Overcome:•Hardware Issues
• GPS Accuracy• Compass Accuracy• No Front Facing Camera
•Processing Power Issues•Issues Accessing API’s
To Become:•Central touchpoint for AR
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Connected TVs Will Be A Powerful Medium
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Future Of Shopping Will Be Digital
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Future Of Shopping Will Be Digital
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“The best way to predict the future is to invent it.”
- Alan Kay
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Thank You!Matthew Szymczyk
CEO, [email protected]
Twitter.com/kobrakaiFacebook.com/Mhszymczyk
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Market Data• In 2009, 154 million people in the U.S. bought something online, or 67% of the online population (4%
more than in 2008). (Forrester Research)• 80% of Gen X and 71% of Gen Y internet users buy products online. (Pew Internet & American Life
Project)• Amount people spent on clothing online: $13.6 Bil. (US Census)
• Amount people spent on clothing in store: $7.0 Bil. • 83% of online shoppers said they are interested in sharing information about their purchases with people
they know, while 74% are influenced by the opinions of others in their decision to buy the product in the first place. (Manage Smarter)
• Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. (Jupiter Research)
• B2B interactive marketing spending will climb to nearly $4.8 billion in 2014. (Forrester Research)
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Augmented Reality
Statistics
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Handheld platforms will transform the Augmented Reality ecosystem, with revenue associated with Augmented Reality growing from about $6 million in 2008 to more than $350 million in 2014.
(ABI Research study “Augmented Reality: Adding Information to Our View of the World”)
AUGMENTED REALITY STATISTICS
AUGMENTED REALITY REVENUE
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Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015, growing in response to decreases in unit costs and increases.
(Wintergreen Research - Worldwide WebCam Market Shares, Strategies, and Forecasts, 2009-2015)
AUGMENTED REALITY STATISTICS
WORLDWIDE WEBCAM GROWTH RATE…
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As of last March 2009, 40% of Facebook Video Uploads were via Webcam (Businessweek – Facebook Grows As A Video Platform)
AUGMENTED REALITY STATISTICS
WEBCAM VIDEO UPLOADS ON FACEBOOK
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Case Study (over a one month period)
AUGMENTED REALITY STATISTICS
CANNONBALLZ AR GAME STATS
Unique Visitors11,672
% Of Unique Visitors That Logged Into
Facebook11%
Average Time Spent On Site4 min 36 sec
% Of Unique Visitors That Had Webcams*
80%
% Of Unique Repeat Visitors25%
*Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular
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Would you view an online Augmented Reality experience if it required you to download and install an Internet Browser plug-in other than Flash? (256 Votes)
AUGMENTED REALITY STATISTICS
AR POLLS – BROWSER PLUG-IN
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Do you have a webcam on any of your computers, or do you plan to have one within 6 months? (307 Votes)
AUGMENTED REALITY STATISTICS
AR POLLS – DO YOU HAVE A WEBCAM