Becoming the latest to engage customers in this manner

Fashion stores New Look and Asos are the latest retailers to bring augmented reality to customers, giving them a new way to engage. New Look teamed up with Aurasma and brought behind the scenes video footage to consumers from the photoshoot of their latest 1950's clothing line campaign. "Augmented reality is a way of bringing products to life and engaging customers. It looks very different to just a simple YouTube video and there's lots of potential to use it further," said Olivia Glorney, New Look digital content editor. "This technology allows stores to generate sales even when they're not open. Products can continue to sell when the shop is closed or is still being constructed," added Nick Rushton, marketing executive at Aurasma. Asos have also opened themselves to the technology, allowing customers to see videos via their mobile whilst browsing the new July catalogue.