The apparel industry continues to be a hotbed of patent innovation. Activity is driven by rise in e-commerce, demand for convenience, and data analytics, and growing importance of technologies such as virtual reality, augmented reality, automation, and artificial intelligence. In the last three years alone, there have been over 57,000 patents filed and granted in the apparel industry, according to GlobalData’s report on Virtual and augmented reality in apparel: virtual try-ons. Buy the report here.
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According to GlobalData’s Technology Foresights, which uses over 36,000 patents to analyze innovation intensity for the apparel industry, there are 20+ innovation areas that will shape the future of the industry.
Virtual try-ons is a key innovation area in virtual and augmented reality
Virtual try-ons use augmented or virtual reality technology to allow customers to try-on products digitally before making a purchase.
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GlobalData’s analysis also uncovers the companies at the forefront of each innovation area and assesses the potential reach and impact of their patenting activity across different applications and geographies. According to GlobalData, there are 190 companies, spanning technology vendors, established apparel companies, and up-and-coming start-ups engaged in the development and application of virtual try-ons.
Key players in virtual try-ons – a disruptive innovation in the apparel industry
‘Application diversity’ measures the number of applications identified for each patent. It broadly splits companies into either ‘niche’ or ‘diversified’ innovators.
‘Geographic reach’ refers to the number of countries each patent is registered in. It reflects the breadth of geographic application intended, ranging from ‘global’ to ‘local’.
Patent volumes related to virtual try-ons
Source: GlobalData Patent Analytics
eBay is one of the leading patent filers in virtual try-ons. Some other key patent filers in the space include Amazon.com and Walmart.
Walmart’s recently launched Be Your Own Model, powered by its Zeekit virtual try-on platform, that allows customers to use their own photos to visualize the appearance of an apparel on their body before purchasing. With unique algorithms and machine learning models, Walmart’s try-on platform claims to provide ultra-realistic simulation of fabric draping, shadows, and the appearance of a chosen outfit on the user.
In terms of application diversity, Walmart leads the pack, while Magic Leap and Levi Strauss stood in the second and third positions, respectively.
By means of geographic reach, Magic Leap held the top position, followed by Zazzle.Com and Metail.
The option to try on apparel products virtually before purchases enables better decision-making and reduces returns rates, while improving customer satisfaction and deeper engagement with shoppers. Advances in underlying technologies for virtual try-ons can blur the lines between in-store and online apparel shopping.
To further understand the key themes and technologies disrupting the apparel industry, access GlobalData’s latest thematic research report on Augmented Reality (AR) in Retail and Apparel.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Patent Analytics tracks patent filings and grants from official offices around the world. Textual analysis and official patent classifications are used to group patents into key thematic areas and link them to specific companies across the world’s largest industries.
