Total recall: Virtual mirror lights up fashion world

David Wilson
May 24, 2012
The Age

The last obvious competitive edge that physical retailers have looks threatened by a new online app.

The app – or “augmented reality virtual mirror application” called Bonn – is designed to remove the need for an in-store try “before you buy” experience.

Bonn lets online shoppers try on clothing and accessories from the comfort of their home or office. With Bonn, which deploys image recognition and tracking software, theoretically the consumer’s base becomes a virtual changing room.

Is the future of shopping a virtual reality? Illustration: Karl Hilzinger

Bonn was developed by Sydney-based entrepreneur Miriam Koenig, who runs the software firm Vitail. Ms Koenig built Bonn for her online fashion business, M Label, with encouraging results.

“Trade increased remarkably and customers felt more secure about their choices,” Ms Koenig said, adding that the app’s popularity inspired her to market it.

The app, which she invested $100,000 of savings in, is designed to run on any computer or tablet with a webcam. To operate Bonn, which is named after her home town, you stand in front of your computer and use your hands to interact with the software. Bonn supposedly gives you a clear picture of how clothes look and fit.

“The concept gives a richer experience for the online shopper” … Miriam Koenig.

“The concept gives a richer experience for the online shopper,” Ms Koenig said. She added that, using Bonn’s social media plug-in, users can share fashion finds on Facebook and Twitter, giving online merchants cross-platform exposure.

A study conducted by the consultancy Quantium showed that Australian online sales grew 29 per cent in the past 12 months – another blow to the traditional bricks-and-mortar shop front, she said.

Self-styled “innovation architect” Nils Vesk, the author of the new creativity guide Ideas with Legs, welcomed Ms Koenig’s virtual invention.

“Online fashion retailers will be reluctant to say it out loud, but it’s a safe estimate that over 30 per cent of all online clothing ends up being returned, with one of the main reasons being that the clothes simply don’t fit,” Vesk said.

“With the ever-increasing move to online fashion purchases, it makes sense to have some digital tools to help you find the perfect fit.”

Vesk added that the online fashion consumer thrives on the pursuit of “a great outfit at a great price”. Likely, that person will try any tool designed to improve the success of their investment. If that tool works, Vesk added, it should boost sales and win adoption.

Design thinker Michael Plishka was less enthusiastic about the prospects for Koenig’s fashion app.

“The technology is actually very cool,” Plishka said. “I had fun playing with the various buttons and trying on a virtual shirt,” he added but warned that from a retail angle, he was unimpressed.

He described the app as “finicky” and hard to operate. It fails to show how a garment really looks on your body, he said.

“Sure, I can get a basic idea of how it looks, but does it replace being in a store and trying it on? No.”

The product is not ready for prime time, he said.

“All in all, a good try, but not quite. Most augmented reality stuff is pretty cool and provocative, but it’s still finding its legs as it’s in its infancy.”

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