AR in Retail,ZARA?

One of the main differences in retail in the last few years is the implementation of augmented reality. There are a wide range of different features that can be used to help retail business both drive awareness to the brand as well as gain revenue. One of my favorite clothing brands is Zara, they have both a wide range of mens and women's apparel at extremely fair prices. Zara is also heavily invested in the AR space. As Forbes.com reports, “The AR features include showing models wearing selected looks from its ranges when a mobile phone is held up to a sensor within a store or designated shop windows and allows customers to click through to buy the clothes”.. “The technology will also enable models to pop up on packages of online purchases delivered to customers, showing alternative outfits”. The idea of enabling consumers to have the chance to view multiple different items at once is great for the marketing of different mix and match combos of wearing different outfits together. The main benefit that Zara provides is the instore AR feature, being that trying on clothes strictly online is difficult because of sizing and fit Zara didn't want the in store experience to be as robotic as it was in the past. I believe that by Zara implanting this technology to the shoppers experience will greatly differentiate them to their consumers and cause stronger brand loyalty. As stated by Deloitte Insights( see picture below), “Zara addressed this challenge by launching an in-store augmented experience. Using the Zara AR app, customers can hold up their phone to designated shop windows or sensors within the store to see models wearing a selection of outfits in clips of 6–12 seconds” Also, as consumers we love CHANGE, this new feature is new in the in person retail space and can add a lot of value for what consumers are looking for in the new age of technology.