Zugara, RichRelevance Launch Augmented Reality-Driven Social Shopping Application on Tobi.com

Fashionista Demo

--"Fashionista" App Lets Consumers Use their Webcams to Try on Clothes "Virtually"

Interactive marketing company, Zugara, and RichRelevance, a company that specializes in personalization and product-recommendation tools for ecommerce sites, on Monday announced the launch of a new, augmented reality-driven "social shopping" application, called "Fashionista," that they describe as combining "the benefits of the fitting room with the convenience of online shopping and the power of the social Web." The app, which is initially being offered by fashion retailer, Tobi.com, is billed by the companies as combining augmented reality, motion capture and real-time personalization in order to create a "more social and intuitive" way to shop for clothes on the Web.

The app uses Zugara-developed AR technology (first profiled in an article published on itvt.com, June 24th) to allow consumers to try on articles of clothing "virtually": the technology works with a Webcam and a printable marker that is held by the consumer to overlay clothes on the consumer's real-time video image. Via the printed marker, the app automatically detects where the consumer is standing in a room and adjusts the clothes they are trying on accordingly. The consumer can then change outfits by utilizing the app's motion capture technology to select a new piece of clothing from a personalized wardrobe without having to return to their keyboard and mouse, the companies say. Consumers can also take pictures of themselves wearing outfits they like by motioning over the camera icon within the Fashionista interface, the companies say, and they can then email those pictures to friends or upload them directly to Facebook, where they are published in their profile: their friends will then "see the image in their news and live feeds and be able to comment on it immediately," the companies say. According to the companies, Fashionista is available on RichRelevance's enRICH Personalization Platform and utilizes existing product data feeds and images. It is built in Flash, the companies say, and allows retailers to track its performance using existing analytics. "As a company, Zugara's philosophy on integrating emerging media and technologies has always been based on utility, both for the brand and the consumer," Zugara CEO, Matthew Szymczyk, said in a prepared statement. "But friends still play an important role in influencing consumers. 83% of online shoppers said they are interested in sharing information about their purchases with people they know, while 74% are influenced by the opinions of others in their decision to buy the product in the first place. Zugara and RichRelevance are excited to give retailers a new way to connect shoppers with their peers, and make the online shopping experience more like the offline: social, personal and engaging."

A demo video of Fashionista is embedded above.

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