Clothing and fashion major Zara is introducing augmented reality to window display of stores from April 2018
Renowned clothing brand Zara announced to launch an augmented reality (AR) experience across 120 stores worldwide. Initiative taken by brand aims to increase sales and shopping experience of the customer. As a part of this program, store will allow customers to hold up their phones to store windows or a sensor within the store and visualize models wearing same outfit. The customer will have to download ZARA AR app and they can select any item from range of stores, which they can visualize, check and then buy. The feature is also avaible for online purchase of the brand, users can hold device over a package to check out the purchased product.
The brand is introducing advanced technologies to maintain leading position in market, as it is facing tough competition with online-only players such as Boohoo and ASOS and millennial consumers who prefer online shopping over purchasing in store. The AR initiative is part of a digital drive, which witnessed Zara pilot, an online-only shopping experience in Westfield in January 2018, and increase use of robots in its logistics chains. Various fashion brand have investing in AR technology. For instance, Burberry added AR functionality to app in September, 2017. Furthermore, Rimmel and Gap launched AR initiatives to encourage customers to ‘try on’ products virtually.
Along with using app and shopping online, the app also features sharing experience on the social media, encouraging users to take and submit photos of the hologram models. “Experimentation in AI technologies is increasingly at the forefront of traditional retailers’ strategies to improve convenience for shoppers and increase in-store footfall,” said Alastair Harvey, Chief Solutions Officer of Cortexica, a world-leading expert in visual AI solutions. “We fully expect to see this as the norm in the near future.”