Inditex transforms the retail sector by introducing augmented reality in purchases

This pilot experience, which will take place in 120 Zara brand stores, It is the first in the world to use AR technology in the retail sector.

From the next 18 April and during the following two weeks, visitors who come to one of the 120 stores Zara selected by Inditex for this project, pioneer in the world in the retail industry, They will be able to enjoy a unique and different shopping experience thanks to the incorporation of augmented reality technology.

Although it must be remembered that the Spanish multinational carried out some tests with this technology a couple of years ago with its firm Massimo Dutti, the size and duration of this pilot experience, which also extends to online deliveries and to the windows of selected establishments, acquires a higher level in the technological innovation that characterizes the company.

Specifically, The user will be able to enjoy twelve different AR experiences in these 120 stores, for which a total of 68 cameras, distributed on a set 170 m2. The concept and experience 'Zara augmented reality' is the work of creative director Ezra Petronio, co-founder of Self Service Magazine, in collaboration with the development of the app carried out by the French company Hello and the French National Institute of Computational Sciences and Applied Mathematics.

The basis of this project is the Zara AR application (for iOS and Android) that the user can download to their smartphone, through the free Wifi of the same point of sale, to see in virtual reality how the models Léa Julian and Fran Summers (far from traditional and static mannequins) They wear different looks from the brand's Studio collection and pose in the window, in areas of the establishment or at the checkouts themselves, in VR sequences 7 a 10 seconds, among other possibilities.

As the Inditex statement points out, “This innovative concept integrates the latest technology into its fashion offering, inviting clients through it, both inside and outside the store, to a shopping experience never experienced before, which can also be shared”.