Retailer Zara Entice Shoppers Using Augmented Reality Displays

Fashion moves quickly; what is the height of fashion today might be a taste disaster tomorrow. As such the industry must move fast to keep up with current tastes and trends. Spanish fashion retailer Zara is attempting to use augmented reality (AR) to stay in vogue.

Zara will be introducing AR displays to its stores through April 2018, which will include AR models wearing selected looks from its currently available fashion ranges.

Customers in its stores will be able to hold up their smartphones to a sensor in store, or to specific shop window displays to see the AR content. This also allows them to click through to buy the clothes. The Zara AR displays will be introduced into its 120 stores worldwide from 18th April, 2018.

By downloading the Zara AR app from the Apple app Store or Google Play Store, customers can bring models Léa Julian and Fran Summers to life in short sequences in which they wear selections from the current Studio Collection and pose, move around and event speak.

The AR technology will also be used in the packaging used to delivery online orders to customers, allowing customers to use the AR functions without needing to visit a store. The app also has a tool that lets users share the experience on social media, with the aim of encouraging users to submit photos of the AR models like virtual fashion photographers.

Zara is becoming known for its experiments with cutting edge technology, such as the dressing rooms in its London concept store, which offers a dedicated area for online purchases and mirrors in the dressing rooms which could scan barcodes and provide relevant information on the product on its embedded screen.

As an increasing number of retailers adopt VR and AR technology, VRFocus will continue t report on the latest news and trends in the industry.