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Brief Published: 15 Apr 2021

Auto & Fashion Brands Launch WebAR Mobile Activations

Rebecca Minkoff x Yahoo Ryot Lab

Gaining serious traction as a result of the pandemic-induced e-commerce boom, automotive and luxury fashion brands are offering more contextually relevant and immersive online experiences via WebAR (web-based augmented reality, available in-browser without an app). We unpack three forerunners straddling e-commerce and online ads.

Frictionless E-commerce Integration: US fashion label Carolina Herrera has introduced AR shopping to its e-commerce site. Below each product is a ‘3D experience available’ button, which allows shoppers to virtually place a life-sized model clothed in that item into their own environment using their mobile device. Providing a particularly slick user experience, it only requires a click of the aforementioned button to grant camera access and ignite the experience.

The initiative was developed by British holographic-style AR specialists Beem. For more on Beem’s work, see Retail’s New Servicescapes.

Shoppable Show AR: Fans of Rebecca Minkoff could bring the designer’s A/W 21 New York Fashion Week show into their homes, with AR mannequins dressed in the collection. Developed by Verizon-owned experiential content producers and 5G specialists Yahoo Ryot Lab, consumers visited the Yahoo mobile website to view the mannequins, which they could rotate 360° or zoom in on by tapping their phone’s touchscreen. A ‘buy now’ button redirected them to Minkoff’s online store. 

For more, see A/W 21 Shows: Brand Engagement Ideas.

Automotive AR Product Launches: Responding to cancelled motor shows, in June 2020, Yahoo Ryot Lab also partnered with Ford to demonstrate how WebAR can be used to bring online adverts to life – by virtually dropping new items directly into fans’ homes. Mobile device users could view a 3D model of the auto giant’s 2021 Mustang Mach-E simply by tapping an online advert. The technology monitored the users’ surroundings, allowing the model to be scaled to fit on a desk or driveway. For more, see Upgrading Automotive Commerce.