With the introduction of augmented reality displays at two of its locations, Oroton has given window shopping a whole new meaning by enabling onlookers to try on five of the brand’s best-selling handbag models digitally.
According to Jenny Child, Chief Executive of the company, the new feature enables users to get closer to their customers in an innovative manner. She said that the experience is delightful and casual and does not require one to visit a website or a store.
With the use of technology developed by Zero10, an augmented reality company formed by former fashion designer George Yashin and headquartered in Cyprus, customers can grasp handbags, wear them across their bodies, and stroll about with them.
It achieves this without the use of face recognition technologies. During the hours when the store is manned, guests may also enter to win a handbag by making a random selection on the screen. For an Australian fashion company, it’s a first.
Marketing innovation, according to Ms. Child, is essential to Oroton’s growth plan.
According to her, the plan is to see Oroton turn into a leader in its segment. Here, Australian fashion is quite rule-following. The performance follows an outline. Global agenda-setting takes place via events like runways with just avatars. She said that the Australian fashion industry is hesitant to do that.
Growth is more than just an outcome of business. Making a gorgeous handbag is only one aspect of being engaged and current. Ms. Child said that this sort of integration of technology was crucial to the change.
The fashion retail sector is preparing for a Christmas season that may not be as successful as the two post-pandemic lockdown years before.
According to a recent Bain & Company survey, 40% of respondents worldwide want to reduce their expenditures this year. It is consistent with mid-year sales figures from Australia, where consumers withdrew despite heavy merchant discounts, with total turnover down by 0.8% in June.
In Australia, there is a congested industry that is often difficult for local firms to keep up with. International conglomerates dominate the luxury end, while global giants like Zara and H&M dominate the quick fashion sector.
Up until January, Oroton’s Queen Victoria Building shop in Sydney and its Queen Street Mall pop-up in Brisbane will showcase the Zero10 technology. According to Ms. Child, it will probably be the first augmented reality version at Oroton’s retail locations.
According to her, technology is taking them to such areas. It all comes down to creating an engaging online or in-store purchasing experience.
Ms. Child is interested in exploring the innovation of in-store virtual try-ons, even if they are not yet accessible.
