Jewelry brand Kendra Scott introduces an AR try-on tool


Diving brief:

  • Jewelry brand Kendra Scott has introduced a virtual try-on tool using augmented reality to allow consumers to test items remotely, according to an announcement emailed to Retail Dive.

  • Using their iPhone’s Safari web browser, visitors to the jewelry brand’s website can use AR to preview products based on size, view in dynamic lighting, and move around, according to the statement by mail. brand electronics.

  • The brand started with earrings, which “allow the most dynamic movement,” and will add necklaces, bracelets, rings and other items in the future, the company said.

Overview of the dive:

The company said consumers’ desire for an omnichannel experience and the search for convenient shopping experiences influenced its decision to introduce the feature.

The jewelry brand joins a growing group of companies – including Wayfair, Perfect Corp. and Ikea — who have deployed augmented reality technology for customers. Now that the coronavirus outbreak has kept consumers indoors, Kendra Scott is the latest brand to incorporate augmented reality into its platform. Goldstaralso Recently Unveiled Beauty AR Lenses on Snap’s desktop app.

During the COVID-19 pandemic, retailers have drawn from virtual communities to interact with consumers online. David’s Bridal also unveiled virtual stylists and appointments to serve brides during the pandemic, and Build-A-Bear deployed online activities to entertain children and families while they are at home.

There is no doubt that the coronavirus pandemic disrupted all retailers in one way or another, but luxury brands have been particularly hard hit. Neiman Marcus, for example, missed a deposit payment in mid-April and had to lay off workers.

As retailers large and small turn to e-commerce and delivery, it’s unclear if e-commerce will make up for lost in-store revenue. In March, analysts at Wedbush and Morgan Stanley said they don’t expect online shopping to make up for the drop in physical sales. At this stage of the crisis, it is clear that clothing and accessories retailers are particularly vulnerable.


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