In Order To Increase Competitiveness, Fast Fashion Giant H&M Develops AR Virtual Fitting Technology.
Fast fashion brands have experienced a rapid development stage after entering the Chinese market. But with the market saturation and the competition among brands, fast fashion has gradually entered the bottleneck stage. In order to change the performance that has been slowing down year by year, the brand side has begun to try new changes and move towards digitalization and technology.
H&M chief executive Karl-Johan Persson recently told an interview with Beijing Business Daily that in the coming period, digital investments such as artificial intelligence and AR technology will be strengthened in order to maintain price competitive advantage.
It is understood that H&M is developing a new AR technology, intelligent machine can identify the profile of consumers.
The identified consumers can choose different sizes of virtual clothing according to their own needs, and match the clothing of different scenes to meet the demand through the machine. The machine can even choose the most suitable individual products through different skin color and appearance features.
H&M has recently invested in different areas of digital technology, such as a technology to test whether clothes fit well, and consumers can check the fit of clothing according to this technology.
Author: Wang Xiaoran Chen Yunzhe
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