How Zara are using augmented reality to change the way we shop
It would seem that the days of the traditional static mannequin in a shop window are over. Last week Zara removed them from the windows of 120 stores worldwide and replaced them with an augmented reality experience.
The aim of the game is to engage customers in a new way and this starts by downloading the Zara AR app (from either iTunes or Google Play) and then aiming your phone at the shop window.
Models Léa Julian and Fran Summers are then brought to life in short 7 to 12 second sequences that show them talking, moving and posing in Zara’s new Studio Collection. This interaction instantly brings the clothes to life, injecting personality and transforming the shopping experience.
These looks can then be ordered directly at the touch of a button or bought locally in the store.
This experience can also be viewed in-store podiums or on boxes customers receive with online purchases.
Zara have explained, “the app features a tool for sharing the experience on social media, encouraging users to take and submit photos of the holograms, establishing a virtual connection that appears remarkably real.”
To see how it works, check out their Instagram feed.
Whether this is a fleeting fad or a retail revolution remains to be seen. Until then we’ll be watching.
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