Gap tests new virtual dressing room app

A new app that gives customers a fresh way to try on their favourite Gap styles anywhere they want was unveiled at the Consumer Electronics Show in Las Vegas in January. The DressingRoom app by Gap was created to help customers virtually 'try on' clothing through a smartphone Augmented Reality experience.

Shoppers choose a Gap style they might be interested in purchasing, then they select one of five body types featured in the app so they can 'try on' the item of clothing from anywhere on a Google Tango-enabled device, and if they like it can buy it online.

The DressingRoom by Gap app was created in colaboration with Avametric, an SF-based app developer, and Google.

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The retailer has been looking at the fit of its products to better match the way customers are shaped instead of just looking at 'fit model' sizes. 'One of our top priorities is continuing to improve our technical knowledge around how fabric stretch, drape and feel impact the sensation of fit. A lot of that customer information was inputted into the Avametric technology, backed by the Google Tango platform and ASUS hardware, to develop the DressingRoom by Gap pilot app we're looking at today,' says Gil Krakowsky, VP global strategy and business development at Gap.

She says Gap is committed to making it effortless for customers to look great and on trend, while delivering products that fit, are flattering and make you feel confident. 'We know that consumer shopping behaviors continue to change at a rapid pace, while technology continues to change the way customers engage with brands, browse products and shop. We want our customers to always be confident that the product they see will fit the way they expect.

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'Technology gives customers incredible autonomy around the shopping experience and it's our responsibility to constantly explore new ways to make the shopping experience effortless and pursue solutions that will add value to the customer experience. The DressingRoom by Gap pilot app is just one element of our longer-term strategic plan in this space.'

For those who have a Tango-enabled device, DressingRoom by Gap is now available to use. In the meantime, the company is continuing to explore how the DressingRoom by Gap pilot app will work for customers and how it can be used to improve the browsing and shopping experience.

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