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just-style management briefing: 3D technology in the fashion business

[Just Style . com]

With 3D technology selling movies and electronics, it only makes sense that fashion is also focusing on this cutting edge trend. Certain brands are exploring ways in which 3D technology can enhance everything from couture shows to advertisements to e-business; but while the drive for innovation is there, some industry experts say the technology still has a way to go before online fitting rooms are mainstream.

“[3D technology] is still something relatively new in the marketing side of the fashion world,” says Kyle Fitzgibbons, the US-based designer behind Native Son. …

“There are only a limited amount of viewers that can watch 3D – the technology just isn’t mainstream yet. Shooting in 3D is very expensive, and considering that the technology can only reach a very small slice of the marketing pie right now, it’s not necessarily worth it.” …

3D technology in business
Over in Japan, where cutting-edge technology is ever present, Loic Bizel, founder of Japanese fashion market consulting firm Lebiz Tokyo, says he sees an increasing demand for Japanese brands to use 3D technology on their websites. Although he does not see 3D in point-of-sale really taking off anytime soon. …

He also believes the sales impact of 3D imaging could be big for e-business though, in Japan specifically: “The Japanese love information and details, so the 3D will allow them to really study products from all angles in the same way they would be able to in shops. It will be a big asset in terms of really seeing the material and textures of a product.”  …

A version of [TC]²’s software lets people do a body scan and then create realistic avatars for themselves.

“By replacing the fit model avatar with a consumer avatar – made in the shape of the consumer – consumers can try on a garment on their own body before they buy clothing online, allowing them to choose the right size and reduce the chance of returns,” says Sareen.  …

And while many 3D solutions companies are currently working towards incorporating these technologies in their e-business models, some designers are leading the pack, and putting 3D body scanners right in their stores.

American swimsuit designer Lori Coulter, for example, has clients step into the TrueTailor digital body scanner in her shop, which creates a 3D model of the customer’s body in less than a minute, with tailor-made bathing suits ready within two weeks’ time.

British custom-tailored men’s wear brand Aston Blake also recently opened a concept store in Singapore that has an in-store body scanner, with the branch keeping each customer’s measurement records in a personal folder to use for all future orders.

Read the full story here: http://www.just-style.com/management-briefing/3d-technology-in-the-fashion-business_id112058.aspx

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