The Iconic launches virtual try-on feature for sneakers

Heather McIlvaine

14th Nov 2019

Online fashion site The Iconic has launched a new feature in its app today that lets shoppers virtually try on sneakers before they buy.

Developed with augmented reality (AR) platform Wanna.by, the feature is called Visualise and is available to shoppers in New Zealand and Australia.

To use it, customers simply open The Iconic app, and click on the AR icon that appears next to sneakers that have the virtual try-on feature enabled. After being prompted to ‘frame their feet’ on their smartphone, Visualise activates and users can see a 3D projection of the sneakers superimposed over their feet.

Around 50 sneaker styles, including Nike, Adidas and Reebok are currently supported through Visualise, and the company said it is looking forward to adding more in the coming weeks and said accessories could be next.

Zoe Ghani, chief technology officer at The Iconic, called the technology “game-changing”.

“We truly believe this launch is game-changing for online retail as Visualise helps bridge the online-offline gap for shoppers who want the experience of trying on footwear before they buy,” she said in a statement.

According to a 2016 report by Goldman Sachs, the market for AR and VR in retail is projected to reach $1.6 billion by 2025. This growth is being driven in by part by Apple’s ARKit, which launched in 2017 and has made it much easier for retailers, which may not have large technology teams, to incorporate AR features into mobile apps.

Indeed, several Australian retailers have launched AR apps in recent years, including Ikea, Redbubble and Barbeques Galore. They see it as a way to help reduce barriers for consumers, who may hesitate to buy a piece of furniture online because they can’t picture what it will look like in their home.

According to The Iconic, Visualise is the first feature of its kind from an Asia Pacific retailer. The feature is currently in its beta phase and Ghani said the company will continue to improve it based on customer feedback.

“We have a culture of ‘test-and-learn’ at The Iconic, so our plan is to test Visualise with 50 styles to understand how our customers engage with the feature,” she said.

“Continuous feedback from our customers helps us grow our knowledge of AR – both from a technical and empathy based approach – giving us agility for creating the most seamless experiences possible for our customers.

“We look forward to releasing more sneaker styles for customers to try on via Visualise in the coming weeks, and even more excited for what the future brings.”