The technology can be applied to any footwear, apparel or accessories that are custom-fitted

The technology can be applied to any footwear, apparel or accessories that are custom-fitted

UK-based Pentland Brands, one of the world's largest sports, outdoor and fashion companies, has trialled a new augmented reality (AR) fit technology that it says could be applied to any footwear, apparel or accessories that are custom-fitted.

The company, which owns the Berghaus, Speedo and Ellesse labels, has spent the last two months trialling the new Speedo Mirror app, which helps customers find the best goggles for their face shape and size anywhere by simply using the app on their smartphone. 

Using the latest 3D face scanning technology, the app recommends the best fitting product in real-time and provides an instant preview of the product on the customer's face, emulating the in-store experience wherever the consumer is.

"What's significant is that the technology can be applied to any footwear, apparel or accessories that are custom-fitted. Across the Pentland Brands portfolio there are plenty of opportunities for us to think about how we can use AR to make our brands and products even more accessible," explains Ben Hardman, head of innovation at Pentland Brands.

He adds the Speedo Mirror app is a "great example" of how the company is combining digital and product innovation in its brands, which is becoming increasingly important as consumers interact with products in the digital space.

"This technology will undoubtedly enhance our customers' shopping experiences by allowing them to interact with the product before they make a purchase."