House of Holland experiments e-commerce app that uses augmented reality

House of Holland’s Spring Summer collection was available to purchase instantly after the catwalk sjow on Friday through an app that uses augmented reality, thanks to a partnership with Visa Europe Collab and Blippar.

A world-first in augmented reality payment technology was revealed, when a group of guests were encouraged to hold up their mobile devices at their desired item, tap the screen and see how an app identifies their choice before offering them the chance to purchase it through their pre-registered prepaid, debit or credit card.

At the end of the purchase, the items ordered will be delivered to customers’ homes the following day by House of Holland’s logistics partner Freightbrokers.

Radio 1 DJ Nick Grimshaw and model Rafferty Law demoed the app live during the show at 180 The Strand.

Visa Europe Collab co-founder Hendrik Kleinsmiede said: “Augmented reality has the potential to be transformative for the retail industry. Imagine a future where you can point your phone at a friend’s new outfit with their permission, only for the app to recognise and source that outfit in your size, and give you the option of having it sent straight to your home.”

“At Visa Europe Collab we are constantly pushing the boundaries of using the latest technology to make a more frictionless payments journey for retailers and consumers alike. This latest Proof of Concept shows once again how it is possible to bring mainstream fashion and retail together with innovative payment solutions. We hope this virtual shift in traditional shopping behaviour is something you’ll see on the high street very soon,” he added.

This is the second time that House of Holland partners with Visa Europe. Last year, the companies put wearable payment technology centre-stage at the brand’s Spring/Summer 2016 showcase.

House of Holland founder Henry Holland said: “I’m so excited to be working with Visa Europe again on a new project that I feel really is the future of retail. Being able to scan garments through Blippar and purchase them pretty much off their back is an amazing technological development and one I have dreamt of as a consumer and a fashion business owner.”

House of Holland Spring Summer 2017