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Fashion brands know experimenting with tech is imperative, whether or not it’s to reinforce the retail experience or introduce fans to the concept of virtual reality. For Gap Inc., which, along with its eponymous label owns Banana Republic, Old Navy, Athleta and Intermix, technology has never played a serious role in its business strategy. But as the corporate struggles with declining sales, it’s trying to search out creative ways to interact with customers. That’s where Gap’s “DressingRoom” app will are available when it launches in the approaching days.
The application, in-built collaboration with Google and San Francisco-based startup Avametric, uses augmented reality to let shoppers “try on” clothes without having to step right into a store. After you add information resembling her height and weight, DressingRoom places a virtual 3D model in front of you and allows you to see how different items would fit. If you want the way in which a garment looks on you, or at the very least looks on the mannequin based in your measurements, you should purchase it directly from the app. While retailers have been experimenting with virtual try-ons for years, Gap is among the many first so as to add an AR twist to the thought.
As compelling as the thought could also be, it does have its limitations. For starters, it’s exclusive to Google Tango smartphones, and immediately there are barely any of those available. So far, there’s only Lenovo’s Phab2 Pro, and ASUS is not expected to release its ZenFone AR until later this yr. Gap says that in the intervening time, it’s focused only on making its application work on Google’s augmented-reality platform. That’s great news for the search giant, which needs more willing partners like Gap to ensure that Tango to be successful.
The other issue is that some people, myself included, would like to physically try on the garments before making a choice. I’m probably not the one one who feels this manner, although as a techie I’m curious to provide it a shot. Avametric, whose tech powers the app, says it’s already working with other brands and retailers on similar projects, but, unfortunately, the corporate couldn’t disclose much beyond that.
When asked why select AR over VR to construct DressingRoom, Avametric CEO Ari Bloom suggested augmented reality has a gentler learning curve. He says the hardware and software required for virtual reality has more “immediate barriers,” because you’ve to learn recent behaviors to interact with things around you. Mixed reality, meanwhile, continues to be an appealing technology for a lot of developers, with the success of Pokémon Go being perhaps essentially the most distinguished example.
DressingRoom likely won’t solve all, if any, of Gap’s problems. The company has been struggling in recent times, having suffered seven consecutive quarters of declining sales, in line with Investopedia. It has logged strong holiday numbers this winter, but by that time Gap had already announced it was closing greater than 175 of its namesake stores. Gil Krakowsky, VP of strategy and business development for Gap, says DressingRoom is just certainly one of initiatives his team is working on to lure shoppers back in — particularly those that don’t visit its brick-and-mortar locations.
Gap is not the only mainstream retailer in a slump. Last month, Macy’s revealed it is going to cut 10,000 jobs after mediocre sales through the holidays. The company blamed a few of its troubles on tech giant Amazon, which has won over customers with its own fashion section, low prices and expedited shipping for Prime members. As a result, Macy’s needed to close 100 stores and said it could start specializing in its “digital business,” though it is not clear what meaning. Macy’s declined to comment for this story, but one could assume this implies placing more resources on its online site and apps.
As for Gap, Krakowsky says it’s too early to know if DressingRoom may have any positive financial impact. He says his team will see how customers reply to the app, which is ready to launch on Google Play soon. “The fashion industry,” he says, “has not traditionally been geared toward helping people understand how clothes will actually fit,” and he believes DressingRoom is a possibility to vary that. We’ll see how that seems.
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