In recent years, the fashion world has increasingly turned to 3D technology. Brands actively use 3D images of their products to solve various tasks: from design and marketing to e-commerce and augmented reality.

Why is the 3D format becoming so popular?

3D modeling allows designers to create clothes and accessories virtually, without wasting time and resources on prototyping, and also helps to better present the final product, see it from all sides and make the necessary edits. In addition, 3D images and videos look much more realistic than ordinary photos, attracting the attention of the audience. Interactive virtual models allow potential buyers to view the product from all sides, enlarge it and even "try it on" virtually. For example, the Lamoda platform has long been practicing online fitting of sneakers of some brands, such as Nike and Adidas.

This format significantly improves the online shopping experience, as on e-commerce sites, customers can better imagine how clothes will fit on their figure, which reduces the number of returns, plus virtual fitting saves time and increases brand loyalty.

According to Statista, the 3D modeling market in fashion is expected to grow by 25.4% by 2028. A study by Shopify has shown that products with 3D images have 40% higher conversion rates. The report McKinsey & Company predicts that by 2030 up to 70% of buyers will use AR (augmented reality) when shopping.

The aforementioned company Nike has developed an AR application that allows customers to "try on" sneakers virtually, and the brand Gucci uses 3D modeling to create virtual collections and hold fashion shows in the metaverse. At the same time, Oysho uses 3D models on its e-commerce site to boost conversions.

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