Luxury retailers are using AR for many reasons, from augmenting the in-store experience to offering contactless AR try-on. What innovations are there in beauty tech in a post-COVID-19 world? Fashion futurist Amanda Cosco provides examples of augmented reality activations by luxury fashion brands before delving into opportunities in this space, from magic mirrors to holographic models to interactive display windows that come to life with digital technology.

1. MAY 2020
How Luxury
Retailers use
Augmented
Reality

2. Augmented Reality
AUGMENTED REALITY IS THE
LAYERING OF DIGITAL
COMPONENTS ONTO OUR
PHYSICAL REALITY, OFTEN DONE
THROUGH A VIEWING DEVICE
SUCH AS A TABLET, SMARTPHONE,
OR GLASSES

3. CHANEL
Uses AR to enhance physical marketing efforts
Holiday pop-up lasted 4 days at The Standard in
New York
Chanel transformed the boutique hotel in a busy
shopping area into a winter wonderland
AR app experience could be accessed via a
Snapchat lens or downloading an app via
Chanel.com
AR Lenses

4. DIOR, GUCCI
French fashion house Dior has created a
series of filters for Snapchat and Facebook
for trying on accessories such as hats and
sunglasses in AR
Gucci launched a feature within its iOS app
that enables users to try on its line of ACE
sneakers in AR
Both experiences bring people closer to the
brands and help them visualize wearing its
products
AR Filters

5. BURBERRY
Burberry launched an AR shopping tool
through Google Search technology
The tool allows consumers to
experience Burberry
products embedded in the
environment around them, enhancing
their research and shopping
experience online
The experience was rolled out in
tandem with the opening of Burberry’s
new retail shop in Tokyo
Embedded
Experiences

6. AR Opportunities
Runway Shows
Mirrors
Showrooms
Windows

7. AR Runway Shows
RUNWAY YOUR WAY
Runway shows were already
expensive and resource-consuming
AR adheres to social distancing and
invites everyone into the front row
experience
Not just live-streams of runway
events, but actually recreating looks
on holographic or AR models that you
can see walk around in your backyard
or living room

8. AR Mirrors
MIRRORS AS DIGITAL
ASSISTANTS
AR mirrors to help us try on different
outfits, discover our personal style,
and assist us with online purchases
Magic Mirrors move from in-store to
in-home, becoming assistants to
help us with everything from working
out to getting dressed for the day

9. AR Showrooms
A UNIQUE SHOPPING
EXPERIENCE
Augmented reality can replicate the in-
store experience anywhere
AR to become the standard for rending
products and conducting product
research
See Kohl's recent collaboration with
Snapchat - is this the future of retail in a
post-COVID-19 world??

10. AR Windows
WINDOW SHOPPING AS AN
INTERACTIVE EXPERIENCE
AR can add a whole new layer of digital
storytelling and interactivity to window
displays
Displays can come to life in AR to create
memorable moments that can be
captured and shared on social media
See Helen Papagiannis' work on
XRGOESPOP.com

11. Sources & Further Reading:
Chanel’s New Pop-up at the Standard Is a Stylish, High-Tech Winter Wonderland (The Observer)
Virtual Runway: Armani (XR Goes Pop)
Louis Vuitton Window Displays (XR Goes Pop):
Gucci’s iOS app lets you try shoes on remotely in AR (Venture Beat)
Three Take Over Fashion Week with a Virtual Adwoa Aboah Hitting the Runway Powered by 5G (Complex)
Mastercard Eyes the Future of Retail with AR (YouTube)

12. E M A I L A D D R E S S
amanda@electricrunway.com
WEBSITE
electricrunway.com
LINKEDIN
https://www.linkedin.com/in/amandairl/
YOUTUBE
https://www.youtube.com/c/electricrunway?
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