ZARA has announced that it will launch its own augmented reality (AR) app this month in its flagship stores.
With augmented reality, customers can discover the new collection using the innovative technology on shop windows, delivery boxes or on ZARA's online store. After downloading the app ZARA AR, users can point their phone at designated spots such as windows or delivery boxes, after which models on their screen come to life in Zara looks. They can then purchase these looks directly online and also share the AR images from their smartphone on social media.
Zara's AR project is part of a larger digital strategy, including a test with robots as a shop assistant at a Zara store in London. More fashion brands have now invested in AR technology, Burberry added an AR function to its app in September and the beauty brand Rimmel stimulated its app users via AR to test products on their 'face'.
The Zara AR app is available in 120 countries for its Studio SS18 Collection and can be downloaded via iTunes and Google Play. It will also be available via the Zara app and via the Zara website.
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