UK fast-fashion retailer New Look has launched a new smartphone-based marketing campaign, with an app that deploys augmented reality (AR) technologies to allow consumers access to hidden digital content. The brand is building a reputation for being particularly fast on the uptake when it comes to trialling new tech-innovations – it was one of the first to pioneer click-and-collect retailing.
Enabled by British-based AR specialist Aurasma, the app uses a system that’s capable of recognising a wide range of visual signals – images, symbols and objects. By scanning coded content, consumers are able to tune into additional information such as trend insights and styling advice, all presented in a TV-style video format. They will also be able to purchase items straight from their digital devices. The technology will be incorporated into magazines, print adverts and billboards, as well as the brand’s New Look Mini-zine, available in 650 stores across the country.
Kathryn Kenny, digital content manager for New Look, believes that such integrated experiences, enabling consumers to utilise every element of the marketing mix, will become key to fashion marketing. "It’s the first technology that effectively connects our customers’ mobile experience to our presence in stores, print ad campaigns, outdoor posters, point of sale and magazines,” she says. “We’re even looking at integrating Aurasma into our Facebook page, to allow our 1.6 million followers to discover hidden content.”