Debenhams announces in-store AR in time for London Fashion Week

It seems Debenhams has plenty of tricks up its sleeves this autumn after the department store announced it has doubled its investment in print advertising for the A/W 2013 collection, and will introduce augmented reality (AR) in store for the first time.

According to Brand Republic, television activity will spearhead the drive, but will also be joined by an in-store augmented reality activity, which will allow people to hold their mobile phone up to promotional material in order to play a video featuring designers introducing their trend.

Richard Cristofoli, marketing director at Debenhams, told Brand Republic: "Nobody else gives their customers the level of access to names that really dominate the headlines of London Fashion Week."



Designers having their clothing featured in the campaign include London Fashion Week favourites Preen, Henry Holland, Julien Macdonald, Jasper Conran and Betty Jackson and Ben de Lisi. The new marketing material is supported by the new extended strapline of "Life made fabulous with the unrivalled collection of Designers at Debenhams"

Share this:
Tags:

About Jessica Priston

Ut tellus dolor, dapibus eget, elementum vel, cursus eleifend, elit. Aenean auctor wisi et urna. Aliquam erat volutpat. Duis ac turpis. Integer rutrum ante eu lacus. Vestibulum libero nisl, porta vel, scelerisque eget, malesuada at, neque. Vivamus eget nibh. Etiam cursus leo vel metus. Nulla facilisi. Aenean nec eros.

  • Website
  • Google+
  • Rss
  • Pinterest
  • Instagram
  • LinkedIn
  • Vimeo
  • Youtube
  • Flickr
  • Email

Related News

  • Karl Lagerfeld is plans to launch his first flagship store in UK

    Karl Lagerfeld is planning to launch his first flagship store in UK on one of the major shopping streets in West End of London, 145-147 Regent Street. Expected to open its doors on March 14, the brand new store will be the luxury fashion designer&

  • Smiggle to opens a new store in Brighton

    Australian stationary retailer Smiggle has opened a new store at Churchill Square shopping centre in Brighton as it continues its expansion across the UK. The store, which sells colourful stationary for 6-13 year-olds, will mark the firms first op

  • H and M open first standalone UK store

    The H&M-owned Cheap Monday which prides its self as selling “high level design at a low price” is to open its first standalone UK store today on London’s trendy Carnaby Street. The clothes retailer- which currently has conc

  • H&M opens new Texas flagship Store
    H&M opens new Texas flagship Store
    July 01, 2014 5:50 am

    The newest H&M store in the state covers 24,000 square feet and stands in Austin at The Domain – a high-end retail complex. The store will stock menswear, womenswear and childrenswear with separate areas for accessories, maternity wear