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Gap to launch augmented reality app ‘Dressing Room’ soon

Though the fashion industry and technology haven't traditionally amalgamated well, but Gap is looking to change that. The parent company Gap Inc., which also owns Old Navy and Banana Republic, is launching a new augmented reality app called ‘DressingRoom’. As in-store sales drop in favour of online orders, retailers are looking for new methods to engage their shoppers.

Built in collaboration with Google and start-up Avametric, the app will allow one to virtually try on clothes anywhere he/she goes. Users first enter information like height and weight, then the app places a 3D model in front of them. The model can try on different clothing items to see how they would look with that particular outfit. If one looks like how they look, the clothes can be purchased from the app as well.

Though the app is to launch in a few days, but it still is in its early stages. It currently only works with Google Tango enabled smartphones of which only the Phab 2 Pro from Lenovo is available. Besides this technical limitation, the app only shows what the clothes would look like. In order to get the fit and feel for the garment, a traditional dressing room is still the only option. Pokémon Go was the first highly successful augmented reality app, but Gap and other clothing retailers are hoping to grow the market. Time will tell if this kind of app can help retail with declining sales.