Online shoppers can now try on clothes in a virtual dressing room using a pioneering new augmented reality application that’s being pioneered by a US magazine publisher.
Hearst Magazines Digital Media and augmented reality developer metaio have teamed up to launch the new approach to clothes shopping online through teen magazine Seventeen.com.
The application detects users' image through their computer webcam. Then shoppers choose the piece of clothing they want to try on and see what it looks like on them by laying the clothing image over their own image on their computer screen. Selections and sizes can be altered by pointing at icons within the app to scan through the digital catalogue of clothes.
The resulting images can be sent to friends for comments and feedback, while clothes can also be be bought directly from the bought directly from sponsor JCPenney.
"The virtual dressing room makes online shopping easy and viral: with a simple wave of a hand, shoppers can select, rate and share their top picks with friends via Facebook or email and even purchase the items directly," said Kristine Welker, vice president of sales and marketing for Hearst Magazines Digital Media.
Motion capture technology sit alongside augmented reality, social media and e-commerce in creating the Adobe Flash application, which you can see in use here.
Mike Boylson, executive vice president and chief marketing officer for JCPenney, said: "Through this unique collaboration with Seventeen.com we're able to merge teens' love of technology and shopping and provide an interactive experience that allows them to discover the exciting and affordable fashion available at JCPenney."
Metaio's head of sales and marketing Noora Guldemond, said: "This is the first truly instant online dressing room and as opposed to other augmented reality applications no markers or uploads are needed."