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e-commerce Editor's pick technology

ASOS introduces augmented reality catwalk to showcase product

ASOS has introduced a virtual catwalk using augmented reality that allows shoppers to place looks in their physical space in front of them.

Using the ASOS app on iOS devices, users can point at a flat surface to pull up a 3D video of models wearing various products as though they are there themselves in person.

The experience currently exists for 100 of the ASOS Design line of products. Once placed, you can pinch to shrink or stretch the model to work within the room you’re in.

The online retailer has worked with UK AR company HoloMe on the initiative.

HoloMe CEO, Janosch Amstutz, said: “By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience. We are excited to see how our technology can be used as a new way to communicate to the customer.”

Being able to visualize products through augmented reality in the physical space has been something homeware stores have played with for some time, but the move is a newer one in fashion.

ASOS was one of the early players to use video on its site – aiming to increase trust in its products and thus up conversions by enabling shoppers to see what things looked like in motion. This project is a build on that, making looks seem more accessible to consumers by viewing them in their own home.

The company has not shared details on the cost of the project or its potential for scalability. But, filming each model in 3D is going to be significant lift from a time and cost perspective at this point, which would make it a significant investment to push across its entire catalog of circa 87,000 products, or 5,000 new ones a week.

ASOS is often trialling new technologies. Recent other projects include an AI-enabled sizing tool, a shopping guide using Google’s voice assistant, as well as visual search.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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e-commerce Editor's pick technology

YOOX combines AI and digital avatars in virtual try-on feature


Luxury e-commerce platform, YOOX is launching YOOXMIRROR, an in-app feature that acts as a discovery tool for users to explore new looks through a virtual avatar, Daisy.

On the app’s homepage, users can view nine fashion stories laid out in a similar style to Instagram Stories, divided into themes such as “Join the party” and “Check mate”.

Daisy, the avatar, has been introduced to showcase the outfits,  customizable by four different skin tones and hair colors. Users can then ‘swipe up’ to play mix-and-match with more garments and accessories. Daisy has also take over the YOOX Instagram account.

 “The introduction of YOOXMIRROR represents an important move for us, offering our customers something personalized and memorable which is also a brand-new way to explore the very best of YOOX, ” says Paolo Mascio, president of YOOX. “We are so excited by the potential of this initiative that we will not limit our avatar Daisy to the styling suite – taking over our IG she is going to become the personification of YOOX, allowing us an even more direct contact with our followers and customs.”

The feature is currently available for both men and women on the retailer’s iOS app.

The luxury e-commerce group has been investigating the different ways in which AI can provide users with a more personalized experience in the future, but also how it can enable its staff to deliver more efficiently. Last year, it opened a tech hub to investigate AI and the next wave of mobile technologies. Meanwhile, at the Wired Smarter conference in London in October, it announced it is introducing a new private label collection that is informed by AI, while designed by a creative team.

This post has been edited. The original version said users could also upload a full-body shot of themselves and view outfits in 2D overlaid onto them. This feature is not currently available.

How are you thinking about digital innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.


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e-commerce mobile social media

Vince Camuto launches iOS sticker app

Vince Camuto's iOS stickers
Vince Camuto’s iOS stickers

Vince Camuto is the latest fashion brand to release a range of stickers for the iPhone, with emoticons of everything from shoes to handbags available.

The aim, according to the accessories business, is to “enliven conversations and encourage sharing” between its customers, who it refers to as constantly online and on the move with their mobile devices, as well as showing preference for image-based text messaging. It also nods to the fact the majority of its e-commerce traffic now arrives via mobile.

“Customers enjoy the playful, spontaneous way visual content lets them share personal style,” the brand’s press release reads. The stickers accordingly come with captions attached including “outfit of the day”, “epic” and “nailed it!”

There are 50 stickers in total spanning shoes, handbags, clothing and fragrances for men and women. Seasonal upgrades are also expected.

Vince Camuto is following in the footsteps of multiple other fashion brands that have released their own stickers, including the likes of JW Anderson, Coach and Primark.

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What you missed: Farfetch photography, questioning Everlane’s transparency, Amazon as the largest apparel seller

Farfetch digital shoot listings fashion retail technology
Farfetch

The Wall Street Journal has a deep-dive story on just what it takes to produce all the imagery for Farfetch’s listed boutiques. Every weekday, it posts an average of more than 1,000 new listings, each with at least five different photographs. Alongside that, perhaps appropriately, comes a new set of stats about Amazon, proving the fact it’s expected to surpass Macy’s to become the biggest apparel seller in the US next year.

Sustainability is also top of mind within the industry of late, with lots of ongoing thoughts around Everlane’s transparency claims and Patagonia’s slow fashion aims. Also worth reading this week are various Snapchat campaigns, not to mention some insights on the pros and cons of retail technology. Don’t forget to also sign up for our Snapchat Masterclass before the early bird rate ends on Oct 31.


TOP STORIES
  • Where luxury fashion is a high-speed, high-volume business – on site with the photography crew at Farfetch [WSJ]
  • Radical transparency: Are H&M and Zara actually more transparent than Everlane? [The Fashion Law]
  • Amazon is expected to surpass Macy’s to become the biggest apparel seller in the US next year [Business Insider]
  • Vine video-sharing app to be shut down by Twitter [The Guardian]
  • Alibaba takes Singles’ Day to global buyers, sellers [China Daily]

BUSINESS
  • Sales surge at Kering’s Gucci, slip at sister brand [Yahoo]
  • American innovation: 5 questions with Shinola CMO Bridget Russo [BrandChannel]
  • How Outdoor Voices founder Tyler Haney plans to grow the brand into the next Nike [Fashionista]
  • In an age of fast fashion, Patagonia is going slow [Yahoo]

SOCIAL MEDIA
  • Following the screenshots: How Topshop is hacking Snapchat [Digiday]
  • Everlane’s social strategy: drive community engagement, not sales [Glossy]
  • Why Snapchat is winning out over Pinterest for River Island [The Drum]
  • H&M and Kenzo leverage iOS iMessage integration [Glossy]

ADVERTISING
  • REI’s ‘#OptOutside’ returns, and other brands have joined to help make it a new American tradition [Creativity]
  • Target channels Hamilton and The Nutcracker for holiday campaign aimed at Hispanic shoppers [AdWeek]

RETAIL
  • How AI is helping retailers [Venture Beat]
  • When it comes to retail technology, the industry is ‘just getting started’ [NRF]
  • Retail websites pile on the ad tech, but may be repeating publishers’ mistakes [AdAge]
  • Understanding China’s e-commerce and Internet sectors: A guide for global retailers [FBIC]
  • Why Alibaba just staged an 8-hour fashion show [Fortune]

TECHNOLOGY
  • This connected jacket provides VIP access to exclusive NYC experiences, demos future of the Internet of Things [Forbes]
  • The gift and the curse of 3D printing and the legislation we can expect [The Fashion Law]
  • You can now get styled by a fashion-savvy algorithm [Quartz]
  • Google Voice Search comparison-shops on mobile, creating audio ad opportunity [MediaPost]

START-UPS
  • How the Techstars + Target accelerator transformed retail start-up Blueprint Registry [Retail Dive]
  • Is Silicon Valley taking menswear more seriously? [Fast Company]
  • At ThirdLove, just one area of innovation isn’t enough [Medium]

UPCOMING EVENTS
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Macy’s Thanksgiving Day Parade app

Macy’s has released an official mobile app for the 85th year of its Thanksgiving Day Parade tomorrow.

Launched by MyCityWay and available on both iOS and Android, it features a route map, participant tracker, guide to the city, wifi hotspot finder and weather forecasts.

It also provides information on tonight’s balloon inflation event, not to mention tips on transportation, restrooms and more.

Find out more about it, here.