Fashion label H&M yesterday released an Augmented Reality application in order to promote its new autumn/winter selection. Working alongside AR platform developer GoldRun, the app, which is free to download on Apple’s App Store, allows users to both view and interact with virtual H&M clothing and accessories when outside any of the fashion retailer’s 10 Manhattan stores. Users simply select an item which can then be placed onto people using the Smartphone’s camera. These still photographs can then be directly uploaded onto social networking site Facebook for friends to ‘Like’.
Vivian Rosenthal, CEO of GoldRun and co-founder of digital media studio Tronic stated: “After a decade of developing digital media campaigns for top tier brands and recognizing the explosion in Smartphone sales and increasing interest in location based marketing, I realized there was a need for a new type of media but, one tailored for the mobile space.”
Perhaps I’m being cynical, but what is the point of this app? The application only works when the user is outside any of the 10 stores in Manhattan, which doesn’t help me in the UK. Also, if I have to be directly outside a store for the app to work, wouldn’t it make more sense to walk an extra three feet and step inside? That way at least I can see a 3D image of what I will look like in a particular item, rather than a static, badly animated 2D photo which GoldRun provides.
As readers of this blog are aware, I firmly believe that AR will play a huge role in both the future of in-store and online shopping. But I really don’t see what this app offers. At least with Holition’s technology I can see myself ‘wearing’ the item rather than relying on a friend or passer-by to take a still photo of me. I even have the luxury of using the app from my own home! Unfortunately for GoldRun, the graphics provided also do not live up to expectations as can be seen from these images. Rather than providing the public with a full interactive 3D app like the Boucheron model (http://www.myboucheron.com/myboucheron-augmented-reality-int_EN.html), users are left with an application that looks like the item has been Photoshopped onto an image of the user, providing semi-realism at best.
Of course, Ms Rosenthal is correct. Sales from Smartphones have increased dramatically since they became widely available, and they will continue to grow for the foreseeable future. But this isn’t to say that customers will fall for this gimmick application, even if it is free.
It will be interesting to see which application the public prefers, Holition’s Boucheron or Tissot applications (which can be seen on both the company’s website as well as their newly installed Facebook page), or GoldRun’s 2D model that requires users to stand directly outside a H&M Manhattan store.
Answers on a postcard, or on Facebook, please.
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