Technology is surrounding us everywhere and fashion companies are taking advantage of the new elements to make the shopping experience different, more fun and easier for us. This smart twist is something new and very creative, what it really making us looking forward to the future of shopping.
ZARA
During two-week customers had the option to download the ZARA AR app to hold up their phone to certain stores windows or a sensor within the store and see models came to life on their screens – walking and even talking – wearing selected items from the Zara, which they could then click through and buy. The functionality also allowed the app users to see the visuals when they hover their device over a package delivered from an online Zara purchase.
NIKE
When Facebook announced that brands were able to use AR to sell products, different companies try to do something innovated, but Nike’s experiment had one result that the other ones have not yet duplicated.
The user was able examine the sneakers Kyrie 4 ‘Red Carpet’ by walking around the pedestal, viewing its superimposition over a real environment through the camera screen. When the user exited the experience, a screen offered the opportunity to purchase the shoes. Some number of sneaker fans did, immediately. Sneaker fans had to obtain and line up a sequence of four emojis, which were distributed by Messenger-based social influencers working with Nike. Then, in communication with Nike’s SNKRS bot, they entered these four as a code.
It was such a success, that after the launch of the app the sneakers Kyrie 4 ‘Red Carpet’ sold out in an hour.
DVF
DVF 360 app lets the shoppers take an amazing tour of the New York headquarters, browse the brand’s fall 2018 collection, buy all the products of the store, explore exclusive content and even gives a tour to the designer’s personal office. The experience officially rolls out on DVF.com and in the New York flagship, where iPad-equipped staffers can guide patrons through the virtual environment.
“Since Diane von Furstenberg and the DVF brand have global recognition, we wanted to provide digital access to our DVF headquarters and invite consumers to experience the brand from the inside,” said Sandra Campos, chief executive officer at Diane von Furstenberg to WWD.
Gucci
Gucci introduced a new digital campaign for spring 2018, featuring scannable ads, as well as augmented and virtual reality experiences in their window displays. The campaign began with a film called ‘Gucci Hallucination’, in which the artist Ignasi Monreal, whose work is the basis of the campaign, stared as the curator of the Gucci gallery. The story sees him stepping into one of his paintings to reveal the details of a gold sequin Gucci dress worn by its inhabitant. Then, the artist’s surreal work featured as the backdrop to interactive store window displays, which feature animated digital illustrations. His pieces also then featured as scannable stickers on the windows that provided access to a microsite where content including downloadable wallpapers, a catalog of Gucci products and the Monreal illustrations could be accessed.
Barneys New York
On March 2018, Barneys filmed their campaign AD using 360-degree camera technology; it was an 11 minutes dance performance shared online via Samsung VR. Those in New York and Beverly Hills were able to visit the three flagship stores to check out the store windows and to see an immersive virtual-reality experience that put the viewer in the center of the action using Samsung Gear VR powered by Oculus. The four principal dancers were wearing designs of Prabal Gurung, The Row, Rick Owens, and Loewe. Those pieces were exhibit on the windows of the stores with huge screens of the video as a background.
Michael Kors
In July 2018, Facebook announced that it would start offering the ability to place augmented reality ads into News Feed. Michael Kors used the tool, which prompts users to open their camera so they can see how a pair of eyeglasses would look on them. “Think about traditional marketing and how powerful sampling is … Now we have this virtual sampling happening in the palm of your hand” said Karin Tracy, Facebook’s sales leader for the fashion and retail industries to the New York Times.
