Spanish clothing retailer Zara has announced it will soon be rolling out a new augmented reality app to 120 of its stores worldwide. This is a big move in the fashion industry, and might very well indicate a strong upcoming trend.
With its young and tech-savvy clientèle, Zara couldn’t afford to miss the AR bandwagon. Its very first two-week AR experience will be available on April 18. Customers will have to point their phones at designated areas to see models wearing Zara’s clothes virtually walk around.
Zara isn’t First in Line, but Still on Time
Other large fashion retailers have implemented augmented reality in their customer experience. Last year, Burberry has integrated Apple’s ARKit in its iOS app. The result enabled its iPhone owning customers to—using the smartphone’s camera—overlay artist Danny Sangra’s digital illustrations on their own pictures. Users of the app would then share these pictures on social media, making for a very good marketing campaign.
However, this was just the beginning. In October 2017, the Fashion Innovation Agency at London College of Fashion used AR startup HoloMe’s technology to bring RIXO London’s fans an early peek at the future of fashion. Using their smartphones, the British brand’s customers could see an augmented reality catwalk show taking place in their own environment.
Zara may not be the first, but the Spanish retailer is far from being late to the party. The augmented reality trend is much likely to grow significantly over the next years in the fashion industry. This kind of experiments are showing the way to go, but there’s a big chance they will become perfectly normal in the near future. After all, Apple CEO Tim Cook said in an interview with Vogue that over time, AR might be as important to fashion retailers as having a website.