Immersive Fashion Market Report 2024

This Immersive Fashion market report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The immersive fashion market size has grown exponentially in recent years. It will grow from $1.97 billion in 2023 to $2.42 billion in 2024 at a compound annual growth rate (CAGR) of 22.7%. The historical growth can be linked to several factors, the rise of online shopping, growing interest in personalization, the popularity of online communities and virtual platforms, the influence of social media, and a heightened desire for unique experiences.

The immersive fashion market size is expected to see exponential growth in the next few years. It will grow to $5.49 billion in 2028 at a compound annual growth rate (CAGR) of 22.8%. The anticipated growth during the forecast period is driven by several factors, a higher willingness among consumers to spend more on products offering immersive experiences, increased interest in novel and interactive shopping experiences, a growing affinity among younger generations for digital and gaming experiences, enhanced opportunities for improving brand image, and the potential for reducing return rates through virtual try-ons. Key trends expected during this period include technological advancements, wearable technology, digital fashion prototyping, virtual fashion shows, and a focus on sustainability.

The growth of the immersive fashion market is expected to be fueled by the rise in online shopping. Online shopping involves purchasing goods or services over the Internet, allowing consumers to order items from retailers digitally and have them delivered to their homes. The popularity of online shopping is driven by factors such as convenience, a wide range of product options, and personalized recommendations. Immersive shopping enhances this experience through the use of virtual and augmented reality, which helps shoppers better visualize and interact with products, making the shopping process more engaging. For example, the Census Bureau reported in August 2024 that U.S. retail e-commerce sales for the second quarter of 2024 totaled $282.3 billion, marking a 5.3% (± 0.7) increase from the first quarter of 2023. This increase in online shopping is contributing to the growth of the immersive fashion market.

Major companies in the immersive fashion market are concentrating on developing advanced virtual try-on app experiences to enhance the shopping experience. Virtual try-on apps are digital tools that enable users to visualize how products, such as clothing or accessories, will appear on them using augmented reality technology. For example, in July 2024, Balenciaga, a France-based luxury fashion house, launched an app for the Apple Vision Pro headset that offers users exclusive drone views and stereoscopic footage from its Spring/Summer 2025 show. This innovative application allows users to immerse themselves in Balenciaga's collections through interactive lookbooks and past fashion show content, creating a novel way to experience runway shows and brand storytelling. The app underscores Balenciaga's commitment to integrating cutting-edge technology to enhance audience engagement, positioning the brand as a leader in the use of virtual and augmented reality within the fashion industry.

In January 2023, KINGBEAT, a Japan-based digital fashion creation company, partnered with Realize Mobile to launch FASHION TECH TOKYO, an innovative fashion service. This collaboration allows apparel companies to create high-resolution 3D digital fashion for virtual reality (VR), augmented reality (AR), and the metaverse. FASHION TECH TOKYO facilitates 3D virtual fashion shows and showcases items on real-world models and influencers using volumetric video technology. Realize Mobile is a Japan-based company that specializes in volumetric capture technology.

Major companies operating in the immersive fashion market are Louis Vuitton Moet Hennessy (LVMH), Christian Dior SE, Amazon Web Service, Nike Inc., Adidas AG, Hennes & Mauritz AB (H & M), Luxottica Group S.p.A., Guccio Gucci S.p.A., Ralph Lauren Corporation, ASOS plc, Tommy Hilfiger Corporation, Snap Inc., Burberry Group plc, Hugo Boss Group, Tory Burch LLC, Zara España S.A., Farfetch Limited, Balenciaga SA, Obsess Inc., The Fabricant Agency B.V., Aura Vision Labs Ltd., More Dash Inc (DressX)

Europe was the largest region in the immersive fashion market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the immersive fashion market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the immersive fashion market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Immersive fashion involves combining digital technology with physical clothing to create interactive and experiential garments. This cutting-edge approach enables wearers to interact with their clothing using technologies such as digital displays, enriching the fashion experience.

The primary technologies in immersive fashion are augmented reality (AR), virtual reality (VR), and mixed reality (MR). Augmented reality (AR) adds digital elements - such as images, sounds, or information to the real world through devices such as smartphones, tablets, or AR glasses. These devices support various applications, including virtual shopping, try-ons, fashion shows, and design and development.

The immersive fashion market research report is one of a series of new reports that provides immersive fashion market statistics, including immersive fashion industry global market size, regional shares, competitors with a immersive fashion market share, detailed immersive fashion market segments, market trends and opportunities, and any further data you may need to thrive in the immersive fashion industry. This immersive fashion market research report delivers a complete perspective on everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The immersive fashion market consists of revenues earned by entities by providing services such as virtual styling, digital fashion show production, and virtual try-on experiences. The market value includes the value of related goods sold by the service provider or included within the service offering. The immersive fashion market also includes sales of virtual accessories, augmented reality (AR) try-on tools, and 3D fashion models. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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