Net-A-Porter is using augmented reality to tempt online shoppers via storefronts in a series of interactive events to promote the launch of its Karl by Karl Lagerfeld collection. Fashionistas can download the Net-A-Porter Karl app, then go to storefronts in Paris, New York, London, Munich and Sydney to view the collection via their iPads and iPhones. They can scan product images for a chance to win the products (or buy them, if they so wish). Net-A-Porter is also handing out free goodies to the crowd's early arrivals to attract their interest.
While the 'Window Shop' concept was first premiered in September 2011 as part of Fashion's Night Out celebrations in London and New York, the Lagerfeld launch sees the idea rolled out globally. The app also features a competition where users search for silhouettes of Lagerfeld to win a chance to spend one thousand pounds online.