As immersive shopping is becoming more of a mainstay piece of technology for retailers, PVH Innovation Next group delineated the strategy for this super-trend and kicked it off with AR to enhance the customer experience at the point of sale. Forward-thinking Warner's brand leadership supported the initiative of incorporating AR technology into the customer journey, both in-store and online.

As this project was the first-ever for Warner's, PVH and Kohl's, our goal was to build a buzz and brand awareness, while gaining valuable learnings and consumer data. With this technology, we aimed to engage a younger audience, outside our regular brick-and-mortar target consumer profile. The results exceeded our expectations and provide unexpected insights into consumer engagement.

This Augmented Reality experience was piloted in Kohl’s 1150 doors. As the first AR experience to hit Kohl’s stores, this technology allowed shoppers to view and interact with a 360° digital replica of Warner’s Lace Escape Bra. Utilizing a central aisle marketing display, shoppers perusing Kohl’s stores would come face-to-face with Warner’s branding, including a unique QR code. 

Over the course of two weeks, we saw an astounding number of engagements with a 200 percent increase in sales volume for the Lace Escape Collection. These learnings were compiled to develop new partnerships with AR developers and to understand additional AR hosting options and best practices moving forward.