July 6, 2011, 5:20 PM

Smartphone mannequin is no dummy

Divalicious mobile app lets shoppers try apparel on images of themselves.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

The Divalicious iPhone app enables shoppers to "try on" clothes on their smartphone.

Apparel retailers selling online face a number of obstacles, one of which is a customer’s desire to see how she would look in a garment she’s considering. Marketing and technology company Weyrich Enterprises thinks it has found a solution, today launching a mobile app, Divalicious, that lets shoppers upload a full-body image of themselves onto a virtual mannequin and place atop the image pictures of clothing from more than 300 fashion and beauty brands.

This is a basic form of the technology known as augmented reality, where a smartphone enables a consumer to change imagery, either static or live, through the lens of the smartphone’s camera. Marketplace giant eBay Inc. offers a similar feature in its fashion mobile app.

“With this application, you no longer have to go to the stores to see what you would look like with a dress from BCBG, shoes from DSW and a handbag from Saks. The clothes are all in one place, not in three different stores,” says Rich Kessler, chief technology officer at Weyrich Enterprises.

Weyrich has partnered with Sugar Inc. and its ShopStyle social shopping site to bring the app to life. ShopStyle aggregates products from more than 300 fashion and beauty brands and enables consumers, mainly young women, to browse and share products. Clicking on a product’s Buy button sends the consumer to the e-commerce site of the retailer carrying that product.

Weyrich also has partnered directly with some brands. It displays products in the Divalicious app via links through product data feeds from ShopStyle and brands. The company earns a commission when a shopper clicks from a product page in the Divalicious app to a mobile-optimized product page hosted by the merchant, which is displayed within the app. A shopper completes the purchase with the merchant and then can return to any area of the app.

Merchants offering their products through Divalicious include American Eagle Outfitters Inc., Calvin Klein, Gap Inc., Guess? Inc., J. Crew Group Inc., Macy’s Inc., Nike Inc., Nine West, Prada, Ralph Lauren Media LLC, Steve Madden, Sunglass Hut, The Timberland Co., Urban Outfitters Inc., Victoria’s Secret, The Wet Seal Inc. and Zappos.

The app is available in Apple Inc.’s App Store for use on iPhone and iPod Touch devices.

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