Yoox launches augmented reality for “try, share and shop”

YNAP’s Yoox website is partnering with augmented reality camera app Lumyer in an exclusive deal designed to offer something extra to shoppers

The move into AR will allow users to see themselves ‘trying on’ handbags, sunglasses and jewellery, creating “live fashion shoots” to produce images that can be shared on social media. The products are also available to purchase directly through the app with just a swipe.

The company said the development of the exclusive set of filters is a first for a fashion retailer and opens its offer to Lumyer’s over 16 million users on Apple’s iOS or on Google’s Android smartphone operating systems.

It also said the partnership has been developed to engage both the Lumyer and Yoox audience “in a more playful and personal way,” which is “part of a wider brand focus on creating unexpected content to entertain and constantly surprise customers.”

Yoox president Alessandra Rossi highlighted that YNAP is the first retailer on the Lumyer platform and stressed that “mobile is at the heart of what we do.”

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