JOANNE watkinson
TAKE CUES FROM CLUELESS...
FASHION retailers are dropping like flies from the impact of Covid-19. Some, you might say, were heading in that direction and the pandemic was just the final nail in their coffin. Others are direct casualties of the lockdown.
Innovation is the key to survival in the post-corona world.
In the past four months, smart brands have responded by looking at how best to engage with customers, analysing data to inform product development, being agile and responding to shoppers’ needs in order to gain their custom. Don’t be mistaken, the pandemic didn’t stop people shopping, we just shopped in a different way. Not being able to go into stores meant online shopping was king.
It’s no surprise that not being able to try clothes on or get advice from shop assistants led to a higher-than-average volume of returns. A large number of refunds can cripple businesses, both big and small. Hence, the development of technology to help customers shopping from home to imagine their purchases before adding to basket, would be a real boon.
Augmented Reality is commonplace in the interiors world, but up until now, fashion hasn’t made it work for the industry, which is shocking considering it’s 25 years since the movie Clueless gave us the idea of a virtual wardrobe.
How I envied Alicia Silverstone’s character Cher when she was able to browse numerous looks on her computer before settling on an outfit for the day.
The convenience of being able to visualise yourself in an outfit without ever having to get undressed would be a game-changer. Handing over my measurements doesn’t seem a violation of my privacy, either. I do it already on ASOS for its fit-finder, which has some degree of accuracy but doesn’t take into account my lady lumps (love handles, thighs) which is vital to getting clothes to fit and hang right.
Not getting on board with innovation in technology has been the deathknell for many retailers.
I pride myself on being forward-thinking, so, as soon as I am able to road test this technology, you’ll be the first to know.