Kamar Ganti Virtual: Retail Berkelanjutan di Era Big Data
:
https://doi.org/10.9744/nirmana.23.2.99-105
Keywords:
Virtual Try-On, fashion retail, AI, AR, keberlanjutanAbstract
Sejak pandemi penggunaan teknologi dalam setiap aspek kehidupan meningkat. Dengan bantuan teknologi semua dapat diperoleh dengan cepat dan instan. Belanja dilakukan secara remote, termasuk belanja fashion. Retail bergeser dari bangunan fisik di mal menjadi antarmuka di genggaman handphone konsumen. Konsumen tidak perlu datang dan mencoba pakaian yang dibeli. Di Tokopedia atau Shopee, platform belanja online terbesar di Indonesia, segera setelah konsumen memilih pakaian mana yang disuka berdasarkan foto produk yang ditampilkan, konsumen dapat langsung membelinya. Lebih jauh lagi ada aplikasi Virtual Try-On (VTO) seperti Browzwear dan Lalaland yang memungkinkan konsumen mencoba langsung baju yang akan dibeli. Penelitian ini memberikan gambaran kepada pelaku bisnis fashion, akademisi, dan peneliti tentang bagaimana fashion retail mengkomunikasikan produknya kepada konsumennya dengan memanfaatkan Augmented Reality (AR)/Machine Learning (ML)/Computer Vision (CV) di era big data menggunakan dataset yang terdiri dari ribuan atau jutaan foto. Hal ini membuat proses produksi dan konsumsinya lebih cepat dan lebih hemat, sehingga implementasi AI juga dapat dipandang sebagai salah satu alternatif yang berkelanjutan. Metode penelitian terdiri dari dua tahap. Pertama yaitu dengan analisis jurnal-jurnal sains komputer serta investigasi aplikasi-aplikasi AR seperti Zero 10 dan software 3D seperti CLO atau Browzwear, dikaitkan dengan isu berkelanjutan dengan tujuan untuk mengidentifikasi cara kerja Virtual Try-On. Tahap selanjutnya dilakukan analisis terhadap cara kerja VTO dari perspektif komunikasi brand terhadap konsumen, agar dapat mendeskripsikan seperti apa retail berkelanjutan di era big data.
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