Those are good points, but fashion exists in a logic-adjacent (interesting, infuriating) intersection of Art and Commerce; on a big set you can almost map where someone is on that continuum by their order on the call sheet.
On one hand, it makes total sense to ask if embracing 3D stuff, or pushing (to my mind) a more appropriate use of the digital mediums in which we create and experience most things will lead to spike in revenue:
If you do it poorly (read: solution looking for a problem) I wouldn’t expect that to make much of a leap in any real metrics—and if companies are trying to pass off images on the wrong side of the uncanny valley that’d be more likely to hurt than help.
But it’s the Art that actually sells the “lifestyle” (read: clothes), and if you can create a gobsmacking incredible experience that makes people feel things you will absolutely see that in metrics and earned media and attention...
There are so many interesting technologies that are widely accessible today that fashion companies aren’t embracing because 1) they don’t know to look for them and 2) they don’t understand how they work. Small example: I absolutely blew a (publicaly-traded) client’s mind showing them a projection mapping concept... 2 years ago, well after the tools made it a 15 minute job they could have gotten the savvy intern to execute.
On one hand, it makes total sense to ask if embracing 3D stuff, or pushing (to my mind) a more appropriate use of the digital mediums in which we create and experience most things will lead to spike in revenue:
If you do it poorly (read: solution looking for a problem) I wouldn’t expect that to make much of a leap in any real metrics—and if companies are trying to pass off images on the wrong side of the uncanny valley that’d be more likely to hurt than help.
But it’s the Art that actually sells the “lifestyle” (read: clothes), and if you can create a gobsmacking incredible experience that makes people feel things you will absolutely see that in metrics and earned media and attention...
There are so many interesting technologies that are widely accessible today that fashion companies aren’t embracing because 1) they don’t know to look for them and 2) they don’t understand how they work. Small example: I absolutely blew a (publicaly-traded) client’s mind showing them a projection mapping concept... 2 years ago, well after the tools made it a 15 minute job they could have gotten the savvy intern to execute.