Luxury fashion retailer Net-a-Porter.com made its first move into bricks-and-mortar last night with an augmented reality pop-up window shop.
It opened two stores, one on Mount Street in London and the other on Mercer Street in New York, that allowed customers to scan pictures of products on the wall using their phones, and buy or win the items.
The stores were open for one night as part of Vogue’s Fashion Night Out event. After downloading the Window Shop application, which has augmented reality technology called Aurasma embedded, customers’ mobile phones were able to recognise product images.
After scanning a particular image the phones took customers to multimedia content related to products, and to Net-a-Porter’s online shop. Any purchases were sent by next day delivery to shoppers.
Net-a-Porter, which worked with software company Autonomy, said it is keen to help customers use their mobile phones to shop.
VP of marketing and sales Alison Loehnis said: “With the Window Shops concept, we found a way to participate in the excitement of Fashion Night Out that is true to our brand with the innovative use of technology, shopping on the go from one’s mobile device, our edit of the most relevant and sought-after fashions of the moment, and the added bonus of having the opportunity to win prizes.”