Luxury jewelry website Boucheron now has an Augmented Reality feature that allows you to try on pricy pieces, like watches and rings, through what the company describes as a "magical mirror". The fashion world has recently taken to Augmented Reality, which lets you take items for a spin without commitment by superimposing a computer image on top of a real image. Macy's Magic Mirror, eBay's fashion app and fits.me, a virtual fitting room for online clothing retailers, are all good examples.
Boucheron's application requires a computer, a webcam and a piece of paper. Once you download the paper wrist and ring bands and cut them out you can use the application to see how pieces will look on you. Nice. Will it bring a direct line to sales? Doubtful - or in any case it will be tough to measure. That said, the brand visibility it has generated counts for something. It's also nice to see luxury houses experimenting with this technology. We are only at the beginning of what it will do for web sales. Picture from Retail Jeweller