Attire Accessories - Mar/Apr 2020 (Issue 81)

For further information, contact Mediaworks +44 (0)191 404 0100 ; or visit mediaworks.co.uk smarter way. As the coveted manufacturer at the forefront of innovation, Tesla has implemented a VR/AR approach onto its production line, boosting accuracy throughout the manufacturing process. Everything from manufacturing methods to safety and performance of vehicles sold is being supported by VR, while also making tasks simpler. FASHION As we’ve touched upon, the fashion retail industry has also been hit by the economic downturn. However, technology such as virtual and augmented reality could be the fundamental lifeline for the quintessential British high street. It has the scope to strike up a blend between the physical and digital aspects of offline fashion retailing. The term ‘flagship store’ has collided with the digital age, informed and advanced by virtual and augmented reality which has pushed brand marketers to equip their customer’s shopping experience with something new. Omnichannel shopping is a key aspect of this, demanding more from customer experience and KPIs. The high street favourite Zara used mixed reality to represent its merger of offline and online marketing, from handheld devices helping stock availability and an augmented feature on its app. With the app, customers can use their phone cameras to capture store displays and windows, which creates motion sequences of models wearing the products in the picture. VR and AR are increasingly adding a new dimension to an activity as simple as a shopping trip, breathing a new lease of life into it with the latest cutting-edge technology. FOOD AND DRINKS There’s a great deal of precision required when it comes to factory operations in the food and drinks sector. With multiple prolific examples of cross contamination, food poisoning, and allergy labelling hitting headlines, manufacturers have a duty of care and responsibility to consumers. However, mixed reality solutions are being developed to meet the sensitivity of these environments, while also adhering to the limiting legislation which surrounds tackling things such as pathogens in the production line. One of the most refined approaches yet has been the TraXR system, pioneered by the Newcastle based mixed reality specialists Luminous Group. TraXR is designed to track and identify the presence of pathogens in food and beverage factories, while also actively preventing outbreaks of anything from listeria to salmonella. The technology functions through a mixed reality headset and utilises mapped visualisations of the factory environment to record any findings. Coca-Cola is also steering forward with a similar augmented reality approach, creating an immersive experience for users. The project fuses AR with simple storytelling and 3D animations, accessed by the camera on a smart device. Coca-Cola demonstrate the effectives of creating these AR simulations, as they were able to target a variety of audience age brackets by tailoring the augmented ‘story’ content accordingly – amalgamating the effectiveness of both traditional and modern marketing approaches in the sector. Mixed reality, augmented reality and virtual reality are all exciting formats to be embraced by brands. Within the retail sector they have proven effective in revolutionising a wide range of activities, from the simple shopping trip to safeguarding the production line. 45 RETAIL TECHNOLOGY