Zara targets young customers with augmented reality

Spanish fashion chain Zara, part of Inditex, will experiment with augmented reality in its windows, starting in April. The goal is to attract mainly younger customers to its stores again.

18 April

The new technology will allow customers to see how models wear particular pieces of clothing, whenever they approach a sensor with their smartphone, somewhere in the store or in a window. Users can immediately click on the item to acquire it if they desire.

The technology will be available in 120 stores worldwide, starting on 18 April. Inditex also hopes to use the system for online orders, with a sensor on the order’s packaging. If the consumer uses the sensor, he or she will immediately be presented with a range of other outfits.

Earlier today, Inditex announced its 2017 profit grew 7 % to 3.37 billion euro. Its online turnover grew 41 % and according to the Spanish fashion label, its online sales already contribute 10 % to the group’s total turnover.