Dive Brief:

• Fashion AR try-on company Zero10 launched a custom AR mirror on Oct. 19 in collaboration with Ugg to “elevate the shopping experience” for in-store customers, the company said in a press release emailed to Retail Dive.
• The mirror is part of a pop-up installation at Ugg's New York City flagship store to promote its new Uggextreme all-gender cold-weather collection. Shoppers can experience animated effects that include icicle wings, a frost vortex and an artic storm for an experience that “engages all the senses,” according to the release. The installation will be available through Jan. 19.
• Zero10 has created AR mirrors for Tommy Hilfiger’s Shawn Mendes collaboration and its collection with London-based brand Aries.

Dive Insight:

As brands offer more digital experiences, Ugg’s custom AR mirror is another example of retailers incorporating augmented reality technology into product launches and offerings. The new all-gender collection from Ugg for cold weather is designed to “deliver extreme protection, self-expression and comfort,” according to the release. 

“Zero10’s AR capabilities aim to create a much more vivid shopping experience that engages all the senses, while helping its partners, like Ugg, visually communicate its brand identity with the latest technology,” per the release. “This exciting AR pop-up experience is another showcasing of Zero10’s versatile technology, which not only provides unique solutions to retail but modernizes the pop-up concept.”

According to a company LinkedIn post, Zero10 reports that integrating AR mirrors through pilot projects led to a 60% increase in try-ons and foot traffic for brands.

Brands are increasingly experimenting with try-on augmented reality tech. In June of last year, Amazon debuted a mobile augmented reality tool called Virtual Try-On for Shoes. Users can try on select shoes from brands like Puma, New Balance and Adidas with the camera on their phone. Perfect Corp. and Dufry partnered this July to introduce in-store augmented reality makeup try-on technology at select airports.

Walmart is another key retailer incorporating AR features into its business. The company has incorporated virtual technology into its apparel and home categories. With the “Be Your Own Model” experience, users can virtually try on clothing with the iOS Walmart app. The tech is available for over 270,000 women’s apparel items. Walmart shoppers can also view how a furniture item would look in their home before purchase, as a result of the AR tech.