Zara, one of the most worldwide-known fashion brands owned by the world’s biggest clothing retailer Inditex, will introduce augmented reality displays from April, in an effort to lure a younger demographic into its stores.
Clothing retailers are working to invest in memorable product demonstrations and store-specific content to attract customers in their twenties and early thirties – also known as Millennials – , whose increasing use of online retailers has grown exponentially.
Zara’s latest technological push will show models wearing selected looks from its ranges when a mobile phone is held up to a sensor within the store or designated shop windows, with customers able to click through to buy the clothes.
Rival H&M is also investing in technology for enhanced customer engagement, it said at an investors’ day in February.
Zara’s augmented reality displays will be introduced in 120 stores worldwide from April 18, Inditex said.
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