A fashion e-commerce specialist is using a new technology to take online retail to the next level.
Design Identity, which has previously worked with leading brands such as Puma, George Gross, Harry Who, and Corporate Apparel Group, is using new 360-degree animation software and is now launching the technology to market.
The 360-degree animation is achieved via a turntable, synced with a camera and lighting to shoot an average of 36 shots in one complete rotation. The software then allows the entire range of images to be pieced together seamlessly on a file for easy viewing on all computer, iPhone and iPad platforms.
The pioneering technique aims to revolutionise dynamic fashion display online, by providing highly versatile viewing of models in garments, footwear or accessories, which appear to float in 3D.
Design Identity founding principal and creative director Mark Scarrott said the technology, which is already available in a variety of overseas markets, will allow Australian retailers to keep up with consumer demand and online shopping habits.
"I am trying to follow the lead of the standard of online shopping techniques in the UK, US and Germany creative markets where it's a part of everyday life. In those markets consumers expect and demand apparel to be displayed online via latest technology that produces best in class imagery,” he said.
“Gone are the days
where just a small image works to sell a garment or product. A
customer wants to imagine what it will look like on them, and using
techniques such as ghost mannequin photography and 360-degree
animation gives a user the best possible chance of understanding the
fit, style and texture of the material – remotely.
“Shopping
is an experience and shopping online should be no different. An
online store with styled photography is like having a shop without
the rent, which consumers can access from the comfort of their own
home, work, or wherever.”
Design Identity is a fashion e-commerce specialist studio. The Waterloo-based business specialises in ghost mannequin and model photography, videography – and now 360-degree animation – as well as the design and build of high-end websites.