Zara has announced plans to rollout an augmented reality (AR) app experience across 120 of its flagship stores from 18 April.
The two-week initiative will allow customers who have downloaded the ZARA AR app to hold up their smartphone to certain store windows or a sensor within the store and see models come to life on their screens – walking and even talking – wearing selected items from the Zara range, which they can then click through and buy.
The functionality will also allow app users to see the visuals when they hover their device over a package delivered from an online Zara purchase.
The AR initiative is part of a wider digital drive which saw Zara pilot an online-only shopping experience in Westfield in January, and increase use of robots in its logistics chains.
Zara is not the first fashion brand to invest in AR technology. Burberry added AR functionality to it’s app in September last year, and brands like Rimmel and Gap have also launched AR initiatives to encourage customers to ‘try on’ products virtually.
In addition to enabling online shopping, the app features a tool for sharing the experience on the social media, encouraging users to take and submit photos of the hologram models.