By 2031, it is expected that the market for luxury handbags would be worth more than $ 35.4 billion. Luxury handbag brands are wooing customers by offering handbags that mix design and cutting-edge technology
The fashion industry has accelerated its digital transformation as the concepts of the metaverse and digital economy have continued to heat up. The dimensional gap between reality and the metaverse was bridged with AR and 3D tech, NFT, and digital avatars. Handbags, being the first pick for users and the luxury boundary, naturally become the fashion symbol of luxury brands throughout the world. Innovative play techniques, such as 3D handbag showcases, AR try-on bags, and VR exhibitions, have evolved as a result of cutting-edge technology.
The most popular digital fashion for luxury brands right now is the 3D showcase. It displays products in a thorough way using digital models, reduces information mismatch between customers and brand merchants, and so boosts sales.
Bvlgari released the 2022 special Serpenti Forever series bags, with an unboxing experience of the 3D handbag on the WeChat mini-program, e-shop, and other important platforms throughout the network to help consumers in selecting valentine’s gifts without leaving their homes.
After tapping the “3D” button on the product page, customers can rotate, zoom in and out, and explore the handbag’s features from various angles. Using high-performance 3D rendering tech, the hyper-realistic modeling of leather materials, vintage snake head clasps, crystal studs, and other gorgeous crafts create a vivid Bvlgarian world for consumers and fuel customers’ love for the gem-studded handbag.
Once the bag is opened, the interior and 3d structure of the bag is clearly presented to the consumer, and the bag size is shown in a more realistic visual form with the measured data. Immersive 3D unboxing increases customer confidence and drives sales greatly.
Burberry is the latest company to get on the virtual fashion bandwagon, going one step further by creating a limited-edition line of virtual handbags that can only be purchased and worn on Roblox. It was created in collaboration with one of the most famous digital fashion designers, Builder Boy, and released virtual version handbags of Burberry’s iconic Lola bag design on the Roblox Avatar Marketplace.
In China, together with Vogue, the top fashion magazine in the world, Tmall introduced the new AR Digital Fashion Week on its fifth anniversary. This event not only breaks the boundaries of traditional show venues but also optimizes customers’ online shopping experiences. People attend the showcase to view the new items from many leading fashion brands, including Burberry, MaxMara, and Bogner which released new items in the fall of 2022. An immersive scenario is created by merging excellent 3D modeling with the themed virtual setting. At the same time, users can use AR technology to snap a group shot with the mascots of Burberry and Bogner. These adorable 3D mascots can then be viewed in AR and captured for sharing on social media. These experiences improve customers’ online journeys and bring digital content into their actual environments.
Burberry continues pushing the boundaries of technological innovation to improve the luxury experience. It has provided the WebAR for the Lola bag available on the official websites in numerous countries and regions worldwide. Before purchasing, customers can observe the detailed design of the Lola series handbags, including the skillful crafting, fine luster chain strap, distinctive clasp, and other product features.
Customers can use the AR tool to position AR versions of the bags in their surroundings and view them at scale against other real-life objects, in addition to the inspiring AR experience. Users may explore the delicate elements of the Lola bag in detail with the WebAR tool, and place the 3d bag in real-time anywhere, such as on a table to evaluate the size and design of the bag, or on a favorite dress to see whether it matches, which recreates an in-store experience, resulting in a significant boost in sales.
Besides 3D handbag showcase and AR placement, Gucci held the “Gucci Garden Archetypes” global roving flash show on its 100th anniversary, and all at the same launched an online VR experience to reproduce 16 classic advertising scenes of the brand in real scenes, leading users through fantasy, narrative, surprise storytelling, attracting users to actively understand the brand story, and using technology to narrow the distance between the brand and users. Through 3D modeling, the online virtual exhibition hall restores the internal and external scenes of the exhibition, booth construction, and exhibit display in a 360-degree way. Users can browse the Dionysus, Diana, Marmont, and other limited edition bag collections presented by tapping, rotating, and other interactive features as if they were freely walking in the real world.
In China, browsing and ordering products in the WeChat mini-program appears to be more popular than buying on official websites. Gucci released the 3D feature in the Wechat VR boutique, providing consumers with an immersive shopping experience in a more convenient way.
Many fashion brands have also begun to experiment with AR try-on for bags to provide customers with an unrivaled shopping experience. The “try before you buy” approach will be achieved without leaving home. Prada is also experimenting with hands-free try-ons with a new gadget that recognizes hand motions. People may put down their phones, take a step back, and see how different Prada bags might appear on them by “swiping” their hands to change the colors and styles with AI intelligent recognition technology.
We, Kivisense unveiled the AR handbag try-on with the unveiling of the Marmont mini handbag with instant-to-response body recognition and bag motion tracking tech, which strengthens the brand’s position in the fashion industry. Through the virtual try-on experience, users can engage online in the interactive shopping experience of Gucci’s boutique at home. Also, the combination of the hyper-realistic 3D digital model and the size measurement informed users and help them make more confident and faster decisions regarding their purchases.
From Gucci to Coach, high-end designers have been eager to turn the focus to the virtual world and join in the digital fun by releasing their NFTs.
The creation of the metaverse has opened up endless options for fashion design. Simultaneously, NFT digital assets, with their rarity, and perpetual worth, have become a battleground for luxury brands seeking to grab the metaverse. In addition to the stated virtual avatar exclusive bag design, NFT digital collections that can be directly sold with cryptocurrency have had the entire market buzzing.
Gucci maintains its dominance in the metaverse market. It also dabbles in developing industries such as NFT Fashion collections. It has officially released the digital Dionysus Dionysus bag on the marketplace of Roblox. It began the auction at 5.5 dollars and eventually sold for 4115 dollars, 715 dollars more than the real usable Dionysus bag.
An American artist profited $790,000 from the “MetaBirkin” NFT digital collection based on the Hermès Birkin bag, which is much higher than the selling price of the actual Birkin bag. Despite the fact that they were finally sued for infringement, they demonstrated that the attractiveness of luxury bags has extended to the virtual world, and the business possibilities of metaverse fashion can be observed. With cutting-edge technologies such as AR and VR, the collision of technology and fashion will produce more sparking ideas!
Make Your Fashion Brand Stand Out With Digital Transformation
If you would like to try our leading AR & VR solutions for handbags, Kivisense empowers brands to visualize how the bag will appear to your customers before purchasing them. It has had great success in partnerships with Gucci, Bvlgari and Burberry, and many more leading brands. Furthermore, the Kivisense AR solution can be seamlessly integrated into a variety of platforms such as the web, app, Shopify, social media, and so on, assisting businesses in reaching omnichannel and increasing sales growth.
What are your thoughts on the digital solution for bags?