A recent patent application to the Intellectual Property Office (UKIPO) shows that e-commerce giant Amazon is attempting to revolutionise the way we shop for clothes. Since Amazon started 25 years ago, it has slowly and steadily transformed the way that people buy all kinds of products.
While this has long included clothes, there has always been the problem of customers wanting to physically try items on before making a purchasing decision. This remains one of the reasons people still choose to shop in brick and mortar High Street shops. However, the recent patent application describes using Augmented Reality to address this issue. The app will allow users to virtually try on clothes using an ‘mannequin’ avatar based on their own body. It will be made using data extracted from apps and postings on social media.