Spring and Summer Collection Now Available to View as Interactive, Fully Three-Dimensional Videos and Augmented Reality (AR)
Within the next two years, ecommerce is expected to make up 22% of all global retail sales, with nearly $700 billion of that going to fashion. But for buyers looking to pick up some new clothes, there’s always a risk that what you see isn’t exactly what you’ll get. But what if you could have a model walk a runway just for you, showing the clothes you are interested in right from your couch? To do exactly that, Japanese clothing brand ANAYI is taking advantage of an advanced form of interactive video to offer consumers a way to shop online with more confidence than ever before.
To highlight its new Spring and Summer Collection 2021, ANAYI released 19 original volumetric videos. Shoppers can select a video from their desktop using any browser, and view a model in motion – from any angle, including close-ups – to see how the fabric will drape and move with the wearer, rather than judging based on heavily stylized (and occasionally misleading) product shots. Potential buyers can also tap the “3D Hologram” button, or scan a QR code on a mobile device to place a 3D hologram of the model in their room using web-based augmented reality.
“Before the pandemic, global ecommerce sales topped $3.5 trillion, and most experts expect that number to grow as people stay at home,” said Kamal Mistry, CEO of Arcturus. “Retailers were already looking for a new way to stand out, and volumetric video offers consumers a better, faster and more convenient way to shop. Retailers that don’t embrace this may find themselves left behind.”
For this campaign, ANAYI commissioned Crescent Studio, one of Japan’s top production companies and owner of the world’s largest volumetric studio. Models wearing ANAYI’s latest fashions were recorded in Crescent’s Tokyo location, where multiple cameras on a single stage simultaneously focused on a subject, capturing the entire three-dimensional space. Consumers can then explore that full space in HD quality, zooming close to see the details in the fabric or backing out to see how it moves.