ARTEIXO, Spain — Zara is looking to press home its growing focus on its omnichannel synergies to shoppers with the planned launch of an augmented reality app geared to its Studio Collection.
Dubbed Zara AR, and conceived by Self-Service cofounder and creative director Ezra Petronio, the shop-the-look app was unveiled in the chain’s pilot store area at the Inditex headquarters here on Tuesday. It will be introduced in 120 Zara flagships on April 18, for a period of two weeks.
After downloading the app and scanning a QR code, users point their smartphones at graphic signage markings on one of three dedicated points. Once activated, models Léa Julian and Fran Summers seemingly spring to life in seven- to 12-second sequences, parading looks from the line. They can be seen from the street, moving through an empty window, for instance, or Lilliputian size, twirling across the boxes used for online deliveries.
The app features a tool for sharing the experience on social media, encouraging users to take and submit photos of the holograms.
Beyond the surface retail-tainment value, the chain’s continued focus on customer-centric technology — the basis of its business model, as the pioneer of a fast-fashion concept built on a flexible, proximity-based supply chain — combined with its
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