Virtual try-ons are taking over retail. New York-based fashion tech pioneer ZERO10 is transforming the retail landscape with its ground-breaking AR Mirror software, making waves at Seamless Middle East 2024 while announcing ambitious expansion plans for the region. The innovative company, founded by George Yashin in 2020, has emerged as a leader in augmented reality fashion technology, enabling brands to transform any digital screen into a powerful business tool for virtual try-on experiences.
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Breaking New Ground in Retail Technology
Speaking at the Seamless Middle East 2024 event in Dubai, ZERO10’s founder and CEO, George Yashin, commented on how Zero10 is bringing in a new era in retail engagement. “There is huge competition in…beauty, cosmetics, and accessories,” Yashin said. “So we started with clothing, because there was zero competition there…because of its super difficult challenge to make this technology and product work”.
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The AR Mirror technology provides virtual try-on features that boost customer interaction, increase in-store visits, make advertisements more memorable, and collect consumer feedback. The technology has already proven itself with major retail brands, including Tommy Hilfiger, UGG, Macy’s, and Disney, since launching in early 2023.
“We are trying to build a strong brand in which Zero10 is a tool for businesses and marketing,” Yashin explained.
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The impact of ZERO10’s technology has been outstanding in family-oriented shopping. Children show the most enthusiasm for the AR mirrors. They are excited and curious. Which means increased brand visibility and growth. The company has delivered impressive metrics across its installations that validate the technology’s commercial value.
Expanding in Middle Eastern Markets
ZERO10 has been operating in the American and European markets. But now setting they’re looking to expand into the Middle East. The company sees a huge opportunity in the region, with many fashion stores and malls opening across the area.
“Now, our solution is more like an offer for big companies, like enterprises,” Yashin said. “But we will make a special offer for small brands. We wouldn’t like to have any profit in these contracts, but we want to work with them to listen to their ideas and just different hypotheses in their stores.”
Technology That Drives Results
ZERO10’s AR Mirror software takes advantage of computer vision and augmented reality. The virtual garments and accessories are merged with live video feeds. The customers can see how different items look on them without physical try-ons. As a result, the shopping experience is improved and efficient with lower wait times.
“The main challenge in AR is its utility for customers, and to find this utility, you should make your products scalable, and scale it because you can get an answer if it works or doesn’t work,” Yashin said. “After one project in one store, you need like hundreds of stores one year to track all the metrics and tell if it works”.
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The technology works with many types of digital screens, easily connecting to displays in stores, websites, and mobile apps. It also helps businesses track how customers use virtual products to collect useful data, helping them learn what customers like and how they shop.
Towards Industry Leadership
ZERO10 has raised over $7.3 million from angel investors in Pre-Seed and Seed funding. This positions them as an important player in the virtual mirror market, expected to reach $63.61 billion by 2030. Major brands like Coach, Tommy Hilfiger, Calvin Klein, PVH, Nike, and JD Sports use ZERO10’s AR Mirror technology, showing its effectiveness in different retail areas.It aims to be the top AR mirror provider and capture 5% of the market by 2028. Expanding into the Middle East is part of their strategy to make AR mirrors a standard in global retail.
