Zara to lure millennials with augmented-reality displays


A CORUNA, Spain (Reuters) – Zara, the fashion chain owned by the world’s biggest clothing retailer Inditex (ITX.MC), will introduce augmented reality displays from April, it said on Tuesday, in an effort to lure millennials into its stores.

FILE PHOTO: A Zara window display on Bahnhofstrasse in Zurich, Switzerland November 27, 2017. REUTERS/Arnd Wiegmann/File Photo

Clothing retailers are having to invest in memorable product demonstrations and store-specific content to attract customers in their twenties and early thirties, whose increasing use of online players such as Amazon (AMZN.O) has ravaged bricks-and-mortar retail chains in recent years.

Zara’s latest technological push shows models wearing selected looks from its ranges when a mobile phone is held up to a sensor within the store or designated shop windows, with customers able to click through to buy the clothes.

Inditex, known for whisking the latest fashions from catwalk to store rails in a matter of days, has…

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