Gap is testing out an augmented reality app

By

Kate Dingwall

Published
Jan 9, 2017

After a rough few quarters, Gap is looking to its new augmented reality app to help bolster sales. The new DressingRoom App will allow customers to try on the brand's product offerings without ever stepping foot in a store.

"Gap has been working on the fit of our 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," said Gap's VP of Global Strategy and Business Development Gil Krakowsky.

"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 app won't only allow customers to try clothes on stock-image fit models, but the app will offer five different body types to be more accommodating to different figures. After a customer tries on a garment via the app, they are redirected to purchase the product online. 

While the app is still in testing stages, the DressingRoom app will potentially be available for all of Gap's house retailers, including Gap, Athleta, Intermix, Banana Republic, and Old Navy. For customers who have a Google Tango-enabled phones, the app will be available by the end of January.

The app was created in partnership with Google and app-developing team Avametric.