Augmented Reality

Marker-Based AR Catalog App for a Fashion Brand

Industry: Retail
AR Catwalk

Challenge

Our client is a jewelry producer and vendor with a chain of small-to-medium-sized shops located across the country. Some of their luxury offerings were unique pieces, meaning they were not available at every store. The print media, such as traditional brochures, failed to replace the physical products.
They hired OTR to create an immersive try-in-any-location AR experience as a fast and engaging way to showcase a new series of premium rings. The application must be available for Play Market and AppStore to be accessed by the buyers and the sales team.
Some of the rings existed as product concepts only, and some as ring frames that could be embedded with different stones. Our task was to implement AR customization capabilities and design some of the 3D models from scratch.

Solution: Description and Key Capabilities

SOLUTION:
Augmented Reality Application
INDUSTRY:
Retail
TECHNOLOGIES:
Unity Engine, C#, Vuforia
METHODOLOGIES:
Agile
PROJECT DURATION:
8.5 Weeks
PROJECT TEAM:
3D Modeler, 1 CG Artists, 1 Vuforia Developer, 1 C# Developer

Our principal target was to design an AR catalog app that would enhance the printed media and let buyers and shop assistants explore the new clothes collection as if they were in a fashion show. 

These are the app’s main features: 

Image Capture
AR application triggered by a static image;
Mobile Applications
Compatibility with both Android and iOS devices;
3D Models
Custom 3D apparel and accessory renders;
PIM integration
Fashion show and showroom modes;
Customer Support & Call Center
Users can take screenshots and share them from the app.

Development approach:

We started with exploring our client’s requirements investigation, defined the application’s scope, and set the development process. Our team followed the Agile methodology to deliver the application on time and make necessary amendments as we proceeded. The development stack was a combination of Vuforia and Unity as we had had significant experience building retail projects with these technologies by that time.

We moved on to building apparel renders based on the clothing and accessories’ photos, 3D models, and sometimes even drawings. We also arranged a video shooting of an actual show with professional models wore the apparel. The shots were taken with the omnidirectional camera that would allow us to provide the app users with a 360 view of each piece. 

The developers created two virtual environments triggered by different catalog pages. The first one was the pre-recorded catwalk experience for selected items. And the second one took the buyers inside a virtual store with interactive mannequins wearing the clothing renders. We integrated recognition tools to recognize specific items and added motion tracking to let buyers turn their tabs and phones around the catalog to get the product’s every-angle view. 

Results

The final AR app augmented apparel catalogs letting buyers explore every collection piece. Hovering a phone or tab over a printed image, users get either the 360-view of the item or watch the video of it being worn. They can take in-app screenshots and share them on messengers and socials to get feedback from family and friends.

The app has already helped to show the pieces of clothing to potential buyers all over the world. AR keeps the shop assistant at the center: luxury goods require sellers with fashion understanding. AR enhances these interactions instead of replacing them. AR also tends to be a multi-user experience, allowing multiple buyers to be engaged simultaneously.

As a result, the engaging AR catalogs helped to reduce product transportation costs by 36%. The application has enhanced the in-shop presentations, resulting in a 27% increase in engagement rate and a 25% in the showcased goods’ sales.

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