December 14, 2011, 5:34 PM

Finding the right outfit is a snap

Fashion retailer Jessica London adds image recognition technology to its mobile app.

Lead Photo

The mobile app uses the smartphone's built-in camera to capture an image that will be matched to provide more detailed product results.

Women’s apparel retailer Jessica London has found a way to make its print catalog an interactive product showcase with the addition of image recognition technology to its iPhone mobile commerce app.

From within the app, a consumer selects the camera icon in the navigation bar and lines up the lens with the catalog image. A tap of the camera shutter button sends the image to a database where it is matched to one of more than 500 products. The image recognition technology converts the visual image into a digital code that is sent to a database for matching, explains Yanna Sigenlaub, vice president of marketing at LTU Technologies, the company behind the image recognition system. Jessica London routinely updates the database, adding new images as they are available.

The app then displays the product page on the m-commerce site for that image. A tap on the product image generates a transparent window where the shopper can tap to read reviews; share via Facebook, Twitter or e-mail; read a product description; and choose a size, color and quantity to make a purchase.

In addition to the navigation bar across the bottom of the app’s home screen, a consumer also can select a product category, such as dresses and coats, from a vertically scrolling list. The top of the home screen features a large image with a promotional discount.

Adding image recognition to the app makes sense because it connects all of Jessica London’s sales channels, says John Mallon, Jessica London senior vice president and general brand manager. “We have our catalog, which drives people to the phone, our web site and the mobile site,” Mallon says. “We saw image recognition as an opportunity to integrate across all of our channels by having the mobile app interact with the print catalog.”

Many Jessica London consumers like to shop from the catalog, Mallon says. The app makes it a little easier for them to find product information. Jessica London is part of, a web-only retailer of apparel for plus-size women and big and tall men, itself a division of Redcats USA, No. 107 in the Internet Retailer Mobile Commerce Top 300.

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