Immersive content is the future of online fashion retail

Cappasity
Cappasity
May 26 · 3 min read

The global pandemic has made innovative and immersive ways of trying on clothes more desirable than ever. Although many companies had already been looking closely at integrating high-resolution videos and 3D content into their websites, many of them were nevertheless caught off-guard by the interruption of international logistic chains and the cancellation of high-scale events. They were faced with an urgent need to introduce innovative formats so that they could make their online presence more noticeable, retain their existing customers and, potentially, attract new ones.

According to Tiffany Hsu, fashion buying director at Mytheresa, the main issues with migration from offline to online included low quality of content and long time of consumption, which was not helpful in making the transition seamless. Tiffany, at Vogue Business, says that, “the hope is that with more preparation brands will be able to offer a full range of tools, like high-quality video, 3D images and zoom-in capabilities, which will make buying online easier and more straightforward as budgets become smaller and stakes higher.”

Here at Cappasity, we couldn’t agree more. We are seeing that many brands have only just started making high-quality content for online sales. However, dozens of marketplaces are still listing low-quality video content and sellers that don’t include 3D visualizations of their items. The Cappasity team are firm believers that high-quality immersive 3D content, such as 3D visualizations of goods, will become the golden standard for e-commerce within a year. The transformation of the industry and migration to new, interactive formats was long underway, but it was significantly accelerated by the pandemic. Cappasity believes that the transformation is only possible if brands, marketplaces and technological companies, such as Cappasity, come together to make the change.

According to Elizabeth von der Goltz, global buying director at Net-a-Porter, as quoted in Vogue Business, “using AR or avatars with better digital display will make the pieces clearer and easier to see digitally, and can also remove the need for a model.” Those reasons were among the main drivers behind bringing to life the very first scalable technological solution for the production of AR holograms. With Cappasity, AR holograms no longer need to cost tens of thousands of dollars in production and brands can make their consumers’ experiences unforgettable via high-quality photorealistic content and technology.

The brand “Victoria Andreyanova” became a pioneer when it presented a fashion collection in a new format; together with Cappasity, the new collection was presented as AR holograms. The collection, “Snow Maiden”, was fully digitized and 16 looks were created in the format of AR holograms. This collection was the first to launch in the post-quarantine era.

“Our goal is to become the standard for creating immersive content for online projects and in particular for the fashion industry. We have developed the first scalable solution that allows you to digitize images quickly and efficiently. It took more than three years to develop the AR hologram format and I am glad that we are presenting it in Russia as part of our cooperation with an innovative brand. ”, — Kosta Popov, Cappasity CEO.

According to PR Newswire, the markets of AR and VR are expected to grow by 38% and 29%, respectively, coming to a combined estimate of $100 billion by 2025. If you would like to join that movement, make high-quality immersive content and gain a strong competitive advantage for your business, fill out this form and we will send you the world’s best practices in interactive content!

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