Much has been made of Balmain’s “digital revolution” in recent years, an effort steered by Rousteing. In truth, however, Balmain is one of many brands and retailers in the fashion apparel sector that have started to embrace a variety of new technologies, including augmented reality.
Balmain appears to be leveraging AR primarily as a communications and advertising tool for now, as opposed to using its as an integrated tool specifically for the sales process. That’s somewhat different than how retailers in the home decor sector have used AR features, which has been primarily to assist customers with their purchase.
