House of Holland showcases new shopping app at LC:M

House of Holland launched a new augmented reality payment technology app at his menswear showcase during London Collections: Men, which allows consumers to scan and buy clothes off the catwalk.

Launched in collaboration with Visa Europe’s innovation hub, Collab, and visual discovery and augmented reality app Blippar, the app is designed to be an e-commerce solution that enables designer clothes to be instantly purchased straight off the backs of models.

The app doesn’t require a QR code like other augmented reality shopping apps, rather it works simply by ‘scanning’ a piece of clothing by pointing your mobile at a T-shirt for instance as you would when taking a photograph, the app then recognises the piece of clothing and will source it online, and allow the user to purchase it through their pre-registered prepaid, debit or credit card.

At the end of the purchase, the items ordered would be delivered to customers’ homes the following morning by House of Holland’s logistics partner Freightbrokers.

The concept, however, was limited to a group of invited guests at the House of Holland’s menswear show and was demonstrated by Radio 1 DJ Nick Grimshaw and model Rafferty Law.

Visa Europe and Blippar app allows users to ‘scan’ and buy off the catwalk

This is the second time that Visa Europe has teamed up with Henry Holland to demonstrate the future of retail, consumer interaction and convenience, in September, they created a wearable that enabled the first love transaction from the catwalk during London Fashion Week.

Visa Europe Collab co-founder Hendrik Kleinsmiede said: “Augmented reality has the potential to be transformative for the retail industry. Imagine a future where you can point your phone at a friend’s new outfit with their permission, only for the app to recognise and source that outfit in your size, and give you the option of having it sent straight to your home.

“At Visa Europe Collab we are constantly pushing the boundaries of using the latest technology to make a more frictionless payments journey for retailers and consumers alike. This latest Proof of Concept shows once again how it is possible to bring mainstream fashion and retail together with innovative payment solutions. We hope this virtual shift in traditional shopping behaviour is something you’ll see on the high street very soon.”

House of Holland founder Henry Holland added: “I’m so excited to be working with Visa Europe again on a new project that I feel really is the future of retail. Being able to scan garments through Blippar and purchase them pretty much off their back is an amazing technological development and one I have dreamt of as a consumer and a fashion business owner.”

Blippar retail and strategic partnerships director, Simon Richard, commented: “The potential in AR payment integrations is groundbreaking for the retail industry and we are proud to be offering our world-class tech to explore this with Visa Europe and support The House of Holland.”

Images: Courtesy of Visa Europe