Zara has announced plans to roll out an augmented reality experience in some of its stores. The initiative will allow customers to see models walking around the shop and wearing clothes which you can then select and buy.
The two-week experience will be hosted in 120 flagship Zara stores across the globe from 18 April – and will be available for all customers who have the Zara app on their phones.
Not only will users be able to tap into the experience in store but they will also be able to hover over a package that was ordered online and see the visuals on their smartphones.
The brand hopes to get plenty of coverage on social media as the app encourages users to share their experiences and visuals of the hologram models onto their Instagram and Twitter accounts. This is the latest move the Spanish label has made to tap into new technology (following self checkouts and an online-only shopping pop-up at Westfield) in a bid to compete with e-tailors like Asos.
Zara is not the first fashion label to make the most of augmented reality either. Last September, Burberry launched a feature on its app which allowed the user to digitally redecorate their surroundings with Burberry-inspired drawings. Brands including L’Oreal, Rimmel and Gap have also adopted similar AR-inspired campaigns.
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