Virtual dressing rooms using augmented reality technology are set to slaughter one of the last sacred cows of bricks and mortar retailing: the ability to try on clothes before you buy.
The technology, which uses online shoppers' computer webcams to show them what clothes will look like on their bodies in real time (video), was launched with British online clothing retailer Banana Flame this week.
But Jack Benoff, vice-president of product and marketing at the technology's creator, Zugara, said the company was also in licensing talks with Australian retailers and many others around the world.
Shoppers can interact with the interface using Xbox Kinect-like motion controls and there is even social media integration, allowing people to get the opinions of friends via Facebook or Twitter.
"The Webcam Social Shopper is an application that turns online clothes shopping into a fun, interactive and inherently social experience," Mr Benoff said in an email interview.
"It uses an online shopper's webcam, a motion capture interface, augmented reality and social media integration to replicate that offline moment at the rack where a young shopper holds a dress or blouse up to herself, turns to a friend (or the mirror) and asks 'What do you think, is this me?'"
Retailers integrate the technology directly into their websites with a button below each item saying "Got a webcam? See how it looks." There are no downloads for consumers and Mr Benoff claimed it could be integrated by retailers in under a day.
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Virtual dressing room
Virtual dressing room
“If you trust in yourself, and believe in your dreams, and follow your star. . . you'll still get beaten by people who spent their time working hard and learning things and weren't so lazy.”
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