Coach’s New AR Installation Lets You Try on Bags Without Stepping Foot in Store
Coach has partnered with AR platform Zero10 to create an innovative storefront AR try-on experience for shoppers passing by the brand’s SoHo store on Prince Street in New York. The AR installation allows people to virtually try on the brand’s popular Tabby bag in a variety of colors without stepping foot in-store. The window features a digital mirror that displays the bag in different colors and styles, while an AR mirror kiosk inside the store provides a more immersive experience that lets shoppers browse more bags and snap photos to share on social media.
According to George Yashin, the founder of Zero10, the main goal of the AR window is to draw people into the store by creating a compelling story around the bag.
Fashion brands are increasingly using technology like AR and AI to create big marketing moments that capture people’s attention. Jacquemus recently went viral with a campaign featuring Le Bambino bags blown up to look like buses. In-store AR try-on experiences like Coach’s can be redundant since actual bags are available for try-on, but the sidewalk-facing mirror is a draw, especially for people who don’t typically interact with AR in other settings.
The partnership between Coach and Zero10 is an extension of Coach’s Metaverse Fashion Week experience, which included a “collect the Tabby” quest and an AR Tabby Swirl wearable that players received upon completion. The success of the AR mirrors will be measured in terms of foot traffic to the store and conversions, which will be tracked by Zero10 and Coach. The AR installation is also an awareness play for Zero10, whose goal is to make AR technology easier to access and understand for people. The try-on mirrors make it easy to get a feel for digital-only goods, which Yashin believes could be sold by fashion brands in stores alongside physical products.
The AR mirror and window will be live at the Coach store until June 2, and Yashin is already planning future iterations that could include an AI stylist. The AI stylist would respond in real-time to a customer’s outfit and suggest accessories to go with it using ChatGPT. The idea is that the technology would not replace visits to stores but add to them. “It’s very expensive to bring people to stores,” says Yashin, “but the technology can make it more engaging and fun, which could increase conversions and drive sales.”
AR and AI technologies are becoming increasingly popular in the fashion industry as brands seek to create more immersive and interactive experiences for customers. AR try-on experiences allow customers to try on clothes and accessories virtually, which can be especially helpful during the pandemic when in-person shopping is limited. AI-powered stylists can offer personalized recommendations and suggestions based on a customer’s preferences and purchase history, which can increase customer satisfaction and loyalty. These technologies also provide valuable data on customer preferences and behaviors, which can be used to inform product development and marketing strategies.
As AR and AI technologies continue to evolve, fashion brands will have even more tools to create memorable and engaging experiences for their customers.