House of Holland launched a new augmented reality payment technology app
at his menswear showcase during London Collections: Men, which allows
consumers to scan and buy clothes off the catwalk.
Launched in collaboration with Visa Europe’s innovation hub, Collab, and
visual discovery and augmented reality app Blippar, the app is designed to
be an e-commerce solution that enables designer clothes to be instantly
purchased straight off the backs of models.
The app doesn’t require a QR code like other augmented reality shopping
apps, rather it works simply by ‘scanning’ a piece of clothing by pointing
your mobile at a T-shirt for instance as you would when taking a
photograph, the app then recognises the piece of clothing and will source
it online, and allow the user to purchase it through their pre-registered
prepaid, debit or credit card.
At the end of the purchase, the items ordered would be delivered to
customers’ homes the following morning by House of Holland’s logistics
partner Freightbrokers.
The concept, however, was limited to a group of invited guests at the
House of Holland’s menswear show and was demonstrated by Radio 1 DJ Nick
Grimshaw and model Rafferty Law.
This is the second time that Visa Europe has teamed up with Henry
Holland to demonstrate the future of retail, consumer interaction and
convenience, in September, they created a wearable that enabled the first
love transaction from the catwalk during London Fashion Week.
Visa Europe Collab co-founder Hendrik Kleinsmiede said: “Augmented
reality has the potential to be transformative for the retail industry.
Imagine a future where you can point your phone at a friend’s new outfit
with their permission, only for the app to recognise and source that outfit
in your size, and give you the option of having it sent straight to your
home.
“At Visa Europe Collab we are constantly pushing the boundaries of using
the latest technology to make a more frictionless payments journey for
retailers and consumers alike. This latest Proof of Concept shows once
again how it is possible to bring mainstream fashion and retail together
with innovative payment solutions. We hope this virtual shift in
traditional shopping behaviour is something you’ll see on the high street
very soon.”
House of Holland founder Henry Holland added: “I’m so excited to be
working with Visa Europe again on a new project that I feel really is the
future of retail. Being able to scan garments through Blippar and purchase
them pretty much off their back is an amazing technological development and
one I have dreamt of as a consumer and a fashion business owner.”
Blippar retail and strategic partnerships director, Simon Richard,
commented: “The potential in AR payment integrations is groundbreaking for
the retail industry and we are proud to be offering our world-class tech to
explore this with Visa Europe and support The House of Holland.”
Images: Courtesy of Visa Europe