Tommy Hilfiger uses AR tech in three key stores for Shawn Mendes launch

By

Nigel TAYLOR

Published
Mar 22, 2023

Zero10 has secured a major collaboration debut for its “cutting-edge” AR mirror. The fashion try-on company has teamed up with the global rollout of the high-profile Tommy Hilfiger x Shawn Mendes capsule collection launched in stores this week.

Zero10 has begun integrating the mirror into a number of international Tommy Hilfiger retail stores, allowing customers to try on a selection of the 28-piece collection digitally, “providing an exciting new channel for engagement beyond the traditional scope of retail”.

Powered by maker’s proprietary technology, the AR Mirror will be initially available at three selected Tommy Hilfiger stores: London Regent Street until 16 April, Berlin Kurfürstendamm from 23 March-16 April, and Milan Piazza Guglielmo Oberdan from 25 March-16 April.

Through the AR Mirror, customers will be able to sample 10 digital designs of analogues from the physical collection, with three of the virtual looks “possessing special animated effects only available in augmented reality, highlighting the unique creative capabilities of the technology”. 

Zero10 said the collaboration aims to showcase the numerous benefits AR technology and its integration can provide to both customers and retailers. So far, it said test projects “have demonstrated that more engaging and personalised experiences are proven to be more attractive to younger consumers”, with experiential-led retail increasing the number of try-ons and foot traffic by up to 60%.

George Yashin, CEO of Zero10, said: “After working on our proprietary technology for two years, it’s a significant step… to finally bring the AR Mirror to the real world to provide new experiences for retail.

“We believe that collaborations with innovative brands like Tommy Hilfiger will help to accelerate the industry changes. Following our main concept of where the future is here, we believe that AR technology could be utilised by brands now to implement new approaches into their businesses and gain credibility among the new generation of customers. This is just the beginning… our next step will be introducing AR Storefronts and interactive selling points.”