28 Oct 2022
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Mike Boland
AWE Talks: Navigating Fashion's 3D Journey
AWE USA 2022
Welcome back to AWE Talks, our series that revisits the most engaging content from AWE’s catalog of conference sessions. With an extensive library from AWE USA 2022, there's still plenty to dive into.
This week, we focus on fashion's 3D journey. How can brands begin to reap the rewards of 3D product models and AR shopping? We hear from an innovator and a consumer brand about how it's done.See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on awe.live and AWE’s YouTube Channel.
Speakers:
Safir Bellali: Sr Director, Advanced Digital Creation, VF Corporation
Ashley Crowder: CEO & Co-Founder, VNTANA
– 3D models in consumer shopping can boost key metrics and goals for fashion brands.
– In a B2B sense, it can achieve speed to market when brands prototype products virtually.
– This was covid-accelerated as fashion brands had to migrate to virtual samples for retailers.
– Through that process, cost efficiencies were discovered that caused permanent adoption.
– In a B2C sense, 3D models help consumers visualize products, thus boosting conversions.
– This was already the case on retailer websites but is now reaching new distribution points.
– For example, popular shopping channels like Instagram increasingly enable 3D in-feed ads.
– Similarly, Google increasingly 3D-enables search results through Google Swirl.
Safir Bellali: Sr Director, Advanced Digital Creation, VF Corporation
Ashley Crowder: CEO & Co-Founder, VNTANA
– 3D models in consumer shopping can boost key metrics and goals for fashion brands.
– In a B2B sense, it can achieve speed to market when brands prototype products virtually.
– This was covid-accelerated as fashion brands had to migrate to virtual samples for retailers.
– Through that process, cost efficiencies were discovered that caused permanent adoption.
– In a B2C sense, 3D models help consumers visualize products, thus boosting conversions.
– This was already the case on retailer websites but is now reaching new distribution points.
– For example, popular shopping channels like Instagram increasingly enable 3D in-feed ads.
– Similarly, Google increasingly 3D-enables search results through Google Swirl.
– This means, like images and other multimedia, 3D will be a key ranking factor for SEO.
– Vans experimented with 3D models to reap all the above benefits, then slowly expanded.
– The advice: start small with some products, then learn, iterate and expand more broadly.
– This also lets brands get more mileage and amortization out of initial costs, like product scans.
– This phased approach makes 3D shopping more attainable for brands and executives.
– The biggest impediment is time: brand execs don't always have bandwidth to learn new tech.
– The lesson is to lower the barriers as much as possible in terms of time and learning curve.
– Change management is also key: Help brands adopt by acknowledging their internal barriers.
– The most success comes from both top-down (mandate) and bottom-up (movement) support.
For more color, check out the full session below.
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
– Vans experimented with 3D models to reap all the above benefits, then slowly expanded.
– The advice: start small with some products, then learn, iterate and expand more broadly.
– This also lets brands get more mileage and amortization out of initial costs, like product scans.
– This phased approach makes 3D shopping more attainable for brands and executives.
– The biggest impediment is time: brand execs don't always have bandwidth to learn new tech.
– The lesson is to lower the barriers as much as possible in terms of time and learning curve.
– Change management is also key: Help brands adopt by acknowledging their internal barriers.
– The most success comes from both top-down (mandate) and bottom-up (movement) support.
For more color, check out the full session below.
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here. 
