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Dressing app for shoppers
Lucy Osborne27 Oct 2011
A new "virtual shopping" innovation could remove the hassle from buying clothes - showing you how you look just by using your phone.
Debenhams is showcasing Britain's first virtual shop, in Trafalgar Square to test the GoldRun application.
It lets shoppers capture photographs of themselves "wearing" items they are interested in buying - without having to queue for a changing room or struggle in and out of layers of clothes.
They can then share the images with friends and followers on Facebook or Twitter to get feedback before they decide whether to place their order.
Shoppers need to go to one of five "hotspots" to download the free app and access the virtual shop.
The trial event in London runs until Saturday but it is hoped to roll it out in the future. Shoppers will be given a one-off 20 per cent store discount if they buy one of 10 party dresses on offer.
A Debenhams spokesman said: "The application has really taken off in the US over the past few months so we hope that the UK catches up and embraces this new technology."
"The application, available to iPhone and iPad2 users, allows retailers to set up virtual stores anywhere, using satellite technology to locate shoppers."
Simon Forster, Debenhams.com director, added: "This really is the future of shopping. It brings the hassle-free element of online to the experience of shopping in store."
The virtual stores will also be available at landmark locations in Manchester, Birmingham, Cardiff and Glasgow.
