-By Ankita Dutta
Fashion brands are increasingly utilising emerging technologies like augmented reality (AR) and artificial intelligence (AI) in an attempt to engage customers and stand out in a crowded market. As part of this trend, luxury brand Coach has partnered with AR platform Zero10 to unveil an AR try-on storefront window at its SoHo, New York store, which displays a range of colours and designs for Coach’s popular Tabby bag. Passers-by can see themselves wearing the bag via AR tech, demonstrating the potential for digital-only goods to be sold alongside products that can be handled physically.
If the AR window piques their interest, customers can enter the store and use an AR mirror kiosk to explore more of the brand’s bags, take photos of their favourite products and share them on social media. George Yashin, founder of Zero10, says the aim of the AR window display is to draw people into the store, particularly those who might not have encountered AR technology before. The aim is not to replace visits to stores outright, but to complement them, says Yashin.
The technology used in the AR try-on window is part of a broader partnership between Coach and Zero10, which previously collaborated on a Metaverse Fashion Week experience that included a “collect the Tabby” quest and an AR Tabby Swirl wearable that participants were awarded on completion. The AR mirror and window will be available at the Coach store until 2 June. Yashin says that the success of this initiative will be measured in terms of both customer footfall and conversions, with metrics tracked by Zero10.
The next iteration of the AR mirror and kiosk technology could feature a suggested styling feature, based on AI. Customers could receive real-time suggestions for accessories to complement their chosen outfit, with the idea being to enhance the in-store experience for those shopping with Coach. The integration of AI into AR technology and storefront mirrors could become more commonplace across the fashion industry, as brands look to increase the value and engagement of their physical stores.