Zugara Aims to Create Virtual Dressing Rooms

The LA-based company is working with UK-based retailer Banana Flame to help shoppers avoid in-store visits using AR. The've introduced a new 'webcam social shopper' that overlays clothing options on a real-time image of the user to let them try on any of the items the site sells. Sounds nifty. According to TIME.com, "Shoppers will need to step back 4-feet from their computers to make the frame work and as an added touch, the interface will utilize Xbox Kinect-like motion controls to navigate menus from a distance." Check out the video above to see it in action. 

While this isn't a brand new use case (as the article points out, Ray-Ban has been doing this for sunglasses, and Since1910.com just introduced similar features for diamond rings), it is just another way retailers of all kinds are looking to the web to increase the engagement level for customers – and of course, sales – outside of brick and mortar stores. And what looks to be a first for clothing or fashion retailers. 

Of course, some concerns to be voiced. Patricio Robles over at eConsultancy does a nice job of spelling out the main roadblocks he sees and makes the argument it still might be too early for clothing retailers to jump on the AR bandwagon – namely the inability for AR to give customers an idea of fabric, quality and fit, all important in sizing up a purchase an. Particularly for clothing, we'd agree that there is still something about going into the store and trying on, seeing or feeling the fabric you're buying before you hand over the credit card. Still, these steps being taken show promise for retailers to use technology to create portals and experiences that mirror the in-store thing in a good way. We'll stay tuned.