Virtual Try-on, Clothing Rentals Get Boost With Consumer Travel Plans

With the increase in travel, brands, retailers, and solution providers are striving to capture a larger portion of the consumer expenditure to expand their market share.

The latest effort is marked by Perfect Corp., an augmented reality (AR) company, which has entered into a partnership with Dufry, a global travel retailer.

In an interview with PYMNTS, Wayne Liu, chief growth officer and president of the Americas at Perfect Corp., says, “We’re going very deep to go very broad.”

What that means is Perfect is planning to expand its reach and diversify its offerings. The company aims to apply its expertise in the areas of accessories, jewelry, and apparel.

Their primary objective is to make this technology widely accessible. They are committed to a philosophy of “democratizing technology.”

Read more: Virtual Try-On Software Searches for Competitive Advantage as Big Tech Steps In

Through the partnership, the duo aims to offer customers an enhanced makeup virtual try-on (VTO) experience both in physical stores and on the web, featuring products from 15 brands. London Heathrow, London Stansted, Manchester, and Barcelona airports are already offering AR makeup trials featuring brands like Benefit, Kylie Cosmetics, Guerlain, Huda Beauty, and others. Dufry has plans to expand the availability of Perfect’s virtual try-on shopping experiences to more airports in the future.

“Our true value for retailers is our capacity to provide hundreds of brands’ virtual SKUs to retailers wishing to engage with their consumers wherever they are,” said Perfect Founder and CEO Alice Chang in a statement. “Our collaboration with the global travel retailer Dufry allows us to also touch traveling consumers during their journey, be it online or offline.”

Venturing into the travel industry, VTO solutions have the potential to greatly enhance the shopping experience for time-constrained travelers, so airport retailers can boost their conversion rates and attract a larger customer base.

This decision is also in response to the trend of consumers continuing to travel despite inflationary pressures.

In its latest earnings release July 13, Delta announced that it achieved the highest quarterly profit and revenue in its history. Despite concerns about the economy, the desire among consumers to travel has remained strong, resulting in robust financial performance for the company.

“Premium travel is the No. 1 priority for the consumers that we target,” said Delta CEO Ed Bastian, per a report by The Wall Street Journal. “They’re not interested in buying houses or cars or boats or electronics, but they are interested in traveling.”

Delta’s insights regarding American travel align with PYMNTS’ research, which shows that leisure travel remains one of the discretionary expenses that consumers are reluctant to sacrifice.

Read more: Delta Air Lines Revenue Soars as Consumers Still Feel Travel Bug

Japan Airlines (JAL) is a contender aiming to capture a larger market share amidst the growing consumer expenditure on travel.

JAL made an announcement July 5 regarding the introduction of a rental clothing service called “Any Wear, Anywhere.” This service is specifically designed for foreign tourists and business travelers who are flying with JAL-operated flights.

In partnership with global trading company Sumitomo, JAL has introduced a rental clothing service, which will be available as a trial offering until August 2024. Through the service, passengers can order their desired outfit online in advance of their trip, with a wide selection of apparel options available, from formal wear to casual attire. The clothing selection can be customized based on size, season, and the specific occasion.

To enhance convenience and promote sustainability, the rental clothes will be delivered to the passenger’s hotel or Airbnb accommodation prior to their arrival. At the end of their visit, the clothing items will be collected, washed, and recycled.

In addition to the benefits of traveling light, this service aligns with the growing interest among travelers to make sustainable choices. By utilizing excess stock of apparel and pre-owned clothing, the airline aims to foster the concept of a circular economy and create environmental value for customers.

Read more: Japan Airlines Trials Clothing Rental Service to Promote Sustainable Tourism