Zara's Augmented Reality

This innovative concept incorporates the latest technology as part of its new range of services, offering a unique shopping experience for customers inside and outside the store with this new approach to shopping.

Custom made for Zara, the new technology is accessible on mobile devices thanks to the Zara AR application. The experience begins by using the application at shop windows, podiums located in stores and even with customers' online packages.

When telephones or tablets are directed at the graphic signals incorporated within these products, the virtual models Léa Julian and Fran Summers come to life on-screen for a duration of 7 to 12 seconds at a time. Twelve dynamic experiments were recorded as holograms and projected on a 170-square-meter stage with 68 cameras; one of the largest recording of its kind in the world. Presented in a very organic way, the virtual models pose, move and even talk as they present the Zara Studio Collection, making it an extremely realistic experience, adapted to each device and each scene. All outfits can be purchased in real-time through a simple click on the Zara app.

This experience is especially visible from the street, with store windows being completely empty except for a sign inviting customers to access the Zara AR app. To download the app, nothing is easier: just connect to free WI-FI, specifically assigned by Zara, and then proceed to download it through a QR Code via iTunes and Google Play. It can also be downloaded from the website www.zara.com or from the Zara app.

In addition to allowing online purchases, the app includes a tool to share the experience on social networks, and customers are invited to take and send photos of the holograms, establishing a virtual connection that seems extremely real. To maximize on this temporary experience, different features will be introduced at the end of the first week of its implementation.

At a time when augmented reality is finding more use in real life, the Zara experience demonstrates how innovation, inspiration and technology can continuously reinvent distribution in the fashion industry. Beyond the fun aspect of this new experience, by connecting the stores to the app, customers will discover a practical and easy tool to enhance their shopping experience.