How Augmented Reality is Redefining the Fashion Industry: Studying Warby Parker’s AR Feature

Research conducted on the acceptance and portrayal of Warby Parker’s Augmented Reality feature.

Grade received: 90/100

 Augmented Reality, the digital rendering of invisible information to real-world environments, has been a prominent feature of technology in the modern day, and it has made its way into the fashion industry. Retailers have adapted by creating Magic Mirrors that virtually display clothes on your body, as well as offering dressing room simulations where you can see the fit from home. Warby Parker is a popular eyeglass brand that is known for their inexpensive prices and contemporary styles. The Warby Parker App offers an Augmented Reality feature that allows customers to virtually try on frames using their iPhone camera. Using content analysis, the researcher found that more than half of consumers responded positively to the application of AR to the brand, and more than half found the digital rendering to be an accurate match to the real products. However, the researcher was able to note the negative reviews of the feature and used that as suggestions to the brand, and retailers using AR. This study furthers the understanding of Warby Parker’s Augmented Reality feature and how consumers respond to new technology, and the accuracy of rendered products