H&M Embraces Augmented Reality

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Fast fashion retailer H&M fine tunes social commerce with augmented reality and GPS.

By combining augmented reality with GPS in a downloadable application, Swedish fashion giant H&M has afforded ‘window shopping’ a new reality.

With the GoldRun smartphone application, would-be shoppers are able to take photos of virtual items of clothing (i.e. computer displayed imagery) in any Manhattan H&M store window, and instantly receive a 10% discount off any H&M purchase via GPS capabilities, which pinpoints the store location the user is window shopping at.

Shoppers can see how they would look in these clothing items by integrating it with photos of themselves. The augmented pics can then be uploaded onto Facebook, where users can share their looks with friends and get feedback.

Instead of heading directly into the stores, maybe the new thing will be to first stand outside, take some happy snaps of the store windows, get your social media feedback and then go shopping – social commerce at its finest!

Article by Elisabeth Lambert

Elisabeth is an editor and content creator for The Media Pad, publishers of Power Retail. As a writer and blogger, she is rapt that she is able to channel her passion for online retailing into Power Retail. She also loves writing about rugby, pop culture, travel and anything baby related. Having spent most of the last decade in Japan, Elisabeth still immerses herself in as much Japanese crazy as possible, and when she has time, Elisabeth likes to cook, ski and train for triathlons.

2 Comments

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  • nitpicker nellie
  • 17th December

  I think you’ll find H&M is a Swedish company, not Austrian!

  Reply
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  • Elisabeth Lambert
  • 20th December

  You are absolutely right and I have now made that change. I must have had my head in the clouds, thinking about the first time I was in an H&M store which happened to be in Austria!!

  Reply