AR allows consumers to try before buying from home, a major selling point for fashion brands. Brands like Christian Dior Couture have leveraged AR successfully for virtual try-ons.
Limitations of AR include color discrepancies and placement inaccuracies, posing challenges for high-end brands in replicating the in-person try-on experience.
Christian Dior experimented with a virtual try-on format in the 'Rose des Vents' campaign, seeing a significant increase in advertising recall, brand linkage, engagement, and purchase intent.
The VTO format used by Christian Dior resulted in a 43% increase in advertising recall and a 62% increase in brand linkage, showcasing the effectiveness of AR in marketing campaigns.
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