January 31, 2017

Gap envisions a future with augmented-reality ‘dressing rooms’

Fashion brands know experimenting with tech is imperative, whether it be to enhance the retail experience or introduce fans to the concept of virtual reality. For Gap Inc., which, in addition to its eponymous label owns Banana Republic, Old Navy, Athleta and Intermix, technology has never played a major role in its business strategy. But as the company struggles with declining sales, it’s trying to find creative ways to engage with customers. That’s where Gap’s “DressingRoom” app will come in when it launches in the coming days. …


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