Moving, cosmetic company. The sports shoe industry wants to give their customers the opportunity to try on products in Augmented Reality.
A new mobile app from Augmented Reality retailer Wannaby, appropriately named Wanna Kicks, smartphone and tablet cameras allow users to see how shoes look from different angles in real time on their feet.
The app contains 10 different sneakers from Nike, Adidas, New Balance, Puma, Under Armor, Vans, Asics and the Belarus-based Lidskie Styles, offering customers two to four color options that users can instantly share while watching the digital kicks , When customers choose a shoe they like, the app helps them find it directly in the shoemaker's online store.
Wanna Kicks is now available for iPhones and iPads through the App Store, and an Android version will be available later in 201
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Image of Wannaby / YouTube
Virtual try-on experiences are old hat for Wannaby, a company that previously released apps for trying on has nail polish and jewelry. Just like Snapchat's popular selfie effects, Wannaby uses feet to machine over the 3D content and tracks the movement.
"We use sophisticated 3D geometry algorithms along with neural networks to identify the position of the shoe in a room," said Sergey Arkhangelskiy, CEO of Wannaby, in a statement. "These algorithms are the secret of our application and our main innovation, and then we combine them with the information about the rest of the foot to decide which parts of the shoe are closed."
According to a company spokesman, Wannaby uses original 3D design models provided by manufacturers were supplemented with photogrammetry to give the models a more realistic texture. The company uses up to 300 photos in different angles and lighting conditions per shoe and combines the photo images with the 3D model using a special software.
"The final step is rendering the shoe itself," says former Google developer of Arkhangelskiy software. "We rely on our bespoke physics-based rendering engine with full support for a variety of materials so you can tell the difference between the rubber sole on the fabric surface of the top of a sneaker."
Just like real shoes, the app works better when users are not wearing shoes. In most cases, the virtual shoes look like they are actually on their feet. Sometimes my toes came out in my limited tests, but tracking was more accurate in later attempts. More importantly, the app gave me a good idea of how the shoe would look on my feet.
We can now add shoemakers to the list of companies that can gain consumer trust in their online purchases through augmented reality. In addition to trying on cosmetics, consumers can now work with AR to find out what furniture from Ikea and Target will fit into their home, what a new Porsche or BMW will look like in the driveway, and a preview of the electronics and other goods from Amazon and Jet.com ,
As the technology matures, the scope of AR marketing is limited only by the imagination of the sales and marketing teams tasked with creating such sales experiences.