Mountain Hardwear to roll out AR app across Europe

US outdoor fashion brand Mountain Hardwear is set to launch its augmented reality (AR) app to European retailers, providing a virtual showcase for its latest products.

Mountain Hardwear, a subsidiary of Columbia Sportswear, launched the app in the US in January and is now poised to roll it out across its European operations.

Created alongside Transparent House, the app renders virtual models of the retailer’s products, including both apparel and equipment in near photographic detail.

It also allows users to interact with the products, including enabling them to climb into virtual tents to see what they’d be like to stay in in the real world.

READ MORE: Asos launches AR “Virtual Catwalk” feature to its app

Equipment from its summer 2019 range, as well as technical apparel from its winter 2019 range will be showcased via the app.

“We believe technology is something that should be thoughtfully applied, not used because it is trendy,” Mountain Hardwear’s director of business development David Scott Van Woert said.

“The result is an app that is as enjoyable to look at as it is intuitive to use. But more importantly, it is an app that makes sense.”

Its vice president of global marketing Snow Burns added: “We believe the ability to superimpose digital products and information on a user’s actual environment will change retail…We don’t see technology as contrary to getting outside, we see it as an opportunity to enhance the experience.”

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