H&M Creates Augmented Reality App
Following in the footsteps of JC Penney, H&M is exploring augmented reality and virtual fitting.
Mass retailer H&M has debuted its augmented reality app today with a virtual fashion show featuring selections from H&M’s fall/winter collection – part of the 10-year anniversary celebrations for CondeNast’s Style.com. The app was built on the AR mobile platform GoldRun.
The H&M app, available for free from the Apple iTunes store, launches with an H&M promotion that allows iPhone users to view, interact with and take pictures of virtual H&M apparel and accessories in front of any of the fashion retailer’s 10 Manhattan locations.
H&M App users simply select the items they want to view and then “capture” them by snapping a picture to receive an instant 10% discount on any H&M purchase. Shoppers will be able to virtually try on outfits, take photographs, and post these images to Facebook to create their own personal look books. To sweeten the deal, users can create virtual fashion shows and are entered for a chance to win gift certificates and a trip to Las Vegas.
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Perhaps I’m being cynical, but what is the point of this app? The application only works when the user is outside any one of the 10 stores in Manhattan, which doesn’t help me living in London. If I have to go to a store to virtually ‘try on’ clothes, wouldn’t it make more sense to actually go three feet further and step in-store? At least that way I can get a 3D image of what I will look like in the clothing, rather than a static 2D photo.
I am a great believe that AR will play a huge role in the future of both in-store and online shopping, and I blog regularly on the technology. But I really don’t see the point in this app. Maybe I’m missing something. At least with this app from Holition, I can see myself 'wearing' the product from my own home http://technocharmer.blogspot.com/2010/10/revolution-of-online-shopping-continues.html
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Dan, I think it should be revealed that you work at Holition and the post you've referenced is regarding your own company. I've seen that you've commented on other blogs regarding the GoldRun launch in the same fashion. Transparency is key on the internet. As the internet and tools like AR and QR evolve, more people are going to move into this space. There is room for many players. The best will survive. What GoldRun did was smart, a targeted selection of resources in New York City that tested the viability of their platform. The data collected will further establish the possibility of growth for platforms like this in the retail space. Geo needs to be the bridge between consumers shopping online and offline. It's one more piece to retail marketing puzzle. When you launch new technologies, launching with features that are necessary leaves room for future development based off of happens in BETA. I personally think GoldRun is doing this correctly. That way they don't fail right out of the gate. Their next version can evolve.
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Of course I've commented on other blogs, its a great way to direct traffic to your own blog. I do not work for Holition at all, the link provided is a link to my personal blog, not a company website. But thanks for thinking I'm a professional in the field
.I just don’t understand what this application brings to the field. If the application only works outside selected H&M stores, I may as well just step in-store and try the product on no? Why does it make sense for me to ask a friend to take my picture and upload the clothing on to the image when I’m 10 feet outside the store? Perhaps my comparison to Holition’s technology was a little wrong. I was simply showing what others, in this case Holition, were doing in a similar field and how others allowed people to virtually ‘try on’ products from their own home which I believe is the way forward.
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Then way does your registered email address say you work at Holition? I was not saying you were an expert in the field, but using a company's email credentials to leave negative comments isn't constructive or honest. Comments are constructive in the context of knowing and creating dialogues. Stand behind your opinions, no one disrespect your for that. They can disrespect dishonesty.
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