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"