Popular wedding dress line David’s Bridal is taking their business into the digital realm. Amid the COVID-19 pandemic, the fashion line is offering a new technology that allows brides to view dresses in 3-D and augmented reality.

Davis’s Bridal is on a mission to modernise and streamline the shopping experience. Their online sales have been booming amid the pandemic, and their numbers may improve even further thanks to its newest innovation.

Working with 3-D and augmented reality firm Vertebrae, David’s has expanded its online platform to allow brides to view 52 dress styles using 3-D or augmented reality.

All a customer has to do is select a specific dress on the app while on their phone, and a 3-D rendering of a mannequin wearing the dress will appear. Customers can then angle their phone and walk around to get a full 360-degree view of the dress. Instead of zooming in, all you have to do is walk up to the dress to get a closer look at the details.

“The goal is how can we meet the customer where they’re at right now, which is in their home,” said Lizzy Ellingson, chief digital experience officer at David’s. “It’s about getting the customer to be able to see the details of a dress and the intricacies of a dress, which she might not have been able to see if she’s not going into a store.”

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