Fashion chain Zara, which is owned by the world’s biggest clothing retailer Inditex, has announced the introduction of AR displays to some of its stores from April.
The technology will be introduced across 120 of the brand’s flagship stores and will allow consumers to view products and purchase them using their phones.
Customers who download the app can access a range of content by pointing their device at the specialised display surfaces. They will be able to see a virtual representation of a model which can be made to wear different items from the store. The app will also work when pointed at certain boxes of online orders or shop windows. If they like what they see, customers can then click through and purchase the items.
Consumers will be able to make use of the displays from April 18.
Turning the tide
Increasingly, retail stores are turning to new and innovative technology in an effort to encourage customers to visit their stores, instead of shopping for items online. Online only companies such as Amazon and ASOS has been eating into the sales of bricks and mortar stores in recent years.
One of Zara’s main competitors, told its investors on Friday that a “shift in the industry” has led to its like-for-like sales remaining negative for another year.
Zara has been embracing a digital drive in recent years, including an increased use of robotics in its logistics chains.