Innovation Session November 2017

Once a month, the entire NYC Surgo Group team meets over breakfast wraps and coffee to discuss the latest trends in technology, innovation, digital marketing and more.

Have a topic you think we should discuss? Tweet us @SurgoGroup!

This month’s topic was one that had the team divided! Recently there’s been a huge push from clothing brands to offer innovative solutions to pitfalls in online shopping. Given the large consumer base of online shoppers, this is one industry likely to invest in the future of Virtual Reality technology.

We all know the common concerns with purchasing clothing online: just because an outfit looks amazing on the model, doesn’t mean it will look anywhere near as good when we get it home and try it on in front of the mirror. But what if there was technology that allowed you to do just that… all before clicking “add to cart”.

A Berkley-based startup has announced their beta technology that allows a consumer to “try on” clothes before buying online. But there’s a catch – they will have to have their own 3D dummy first.

This month’s session began with discussing the various augmented reality and virtual reality wardrobe options currently available to consumers, including this latest 3D imaging VR released by the Berkley startup. The Surgo team was unanimous when analyzing the effectiveness of current technologies on the market. These are not great solutions and have too many glitches to trust completely. The team also agreed that having to create a 3D model to try on clothes is more effort than simply returning clothes that don’t fit.

So, given the team were unanimous, it was time to discuss the future of these innovations. The presenter asked the group if it would be an innovation only adopted by larger online brands, or could smaller retail stores also use this technology?

This question had the team divided, as this is truly a deciding factor in the success of the technology. Some team members suggested that if a third party imaging service allowed brands to use their technology rather than each brand developing their own, there’s a higher chance of success for this innovation. This would act similar to PayPal, which is a third party purchasing system used by the majority of e-commerce websites.

Other Surgo team members agreed if a conglomerate e-commerce website, such as Amazon, decided to release their own VR online wardrobe, they would have a much higher chance of success and monopolize the market.

Only time will tell how the future of VR shopping will evolve, but it’s safe to say this is one technology we will be monitoring closely.