http://www.marieclaire.co.uk/news/fashion/536484/kelly-brook-launches-debut-clothing-collection-for-new-look.html
Saturday, 13 April 2013
Marketing Week - December 2012 - New Technology
http://www.marketingweek.co.uk/trends/new-technology-popping-up-in-all-sorts-of-places/4004919.article
'The technology trend is taking off elsewhere, too, including within the traditional store environment. In the UK, fashion chain New Look has been experimenting with image-recognition augmented reality app Blippar to highlight a new make-up range from Kelly Brook.
The retailer’s new concept boutique store in London’s Marble Arch was the first to feature PoP and window displays that are Blippar enabled, letting customers access rich media content by scanning the celebrity’s signature. Doing so allows shoppers to ‘try on’ Brook’s nail varnish, watch a video and have their picture taken with her. The displays, unveiled in mid-November, were described by the retailer as setting a precedent, as it planned to roll them out to 700 locations across Europe.
New Look head of multichannel Natalie Pead says: “Marble Arch, Blippar and Kelly Brook are great ingredients to showcase the New Look multichannel vision, resulting in an innovative shopping experience.”
As consumers get used to interacting with screens outside the retail environment, the sky is the limit for virtual store operations, according to many sector experts'.
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