UK society magazine Tatler is offering readers the chance to “try on” jewellery worth millions of pounds from the comfort of their own desks through a partnership with augmented reality solutions provider Holition.
The initiative makes it possible for consumers to see themselves in virtual rings from the likes of Cartier and De Beers by cutting pictures out from the September issue and holding them up to a webcam.
“So many people are looking online for their favourite fashion or jewellery item but what about trying it on before going to buy – it’s all about experiencing the brand in a different way using a webcam – you don’t need to know the technical details you just want to try it on!” said Jonathan Chippindale, CEO of Holition.
Tatler jewellery editor Jessica Walsh, added: “What excites me is that we have brought together the oldest magazine in the world with an industry steeped in heritage and tradition – and combined the two to create a ‘first-time’ digital innovation. Digital technologies are changing the way in which people interact with both media and brands and I am excited to be contributing to this shift through such an exciting initiative.”
Other brands involved include Boodles, Chanel Fine Jewellery, Chopard, Fabergé, Graff, Harry Winston, Louis Vuitton, Mikimoto, Tiffany and Van Cleef & Arpels.
Holition has previously worked with brands including Tissot, Boucheron and Garrard.
Earlier this month, Chippindale, who was previously head of marketing at Garrard, and marketing director at De Beers, told Luxury Society we’re in the middle of a revolution in the way brands and retailers are communicating with consumers.
“Pre-digital, marketing channels operated in conjunction with each other while rarely touching. Digital marketing is changing this, by intertwining all these marketing ‘strands’ of multi-communications into one combined digital experience,” he said.
For the luxury market specifically, he added: “One aspect of augmented reality that offers real tangible communication benefit to luxury is that it can highlight the tradition, design and craftsmanship that obviously typifies luxury, but it does so using a medium that today’s modern digitally aware consumer finds highly compelling.”
Read the full interview here: Augmenting Luxury Realities: Jonathan Chippindale, Holition
Or check out the Tatler initiative, here.