App Allows People To See Through Model's Clothes In Their Underwear

London, Dec 15: A U.S. clothing company Moosejaw has developed a new marketing technique by allowing viewers to use augmented reality app to see through model's clothes on catalogue. It only works on the Moosejaw
app allows people to see through model s clothes...
PTI 15 Dec 2011, 22:54:47 PM IST

London, Dec 15: A U.S. clothing company Moosejaw has developed a new marketing technique by allowing viewers to use augmented reality app to see through model's clothes on catalogue. It only works on the Moosejaw catalogue, and I-T experts say it's a cheap trick.

It's called the X-Ray app, but in reality the app does not actually carry out an X-Ray, but uses augmented reality to approximate how each person looks, reports the Daily Mail.

Users put their iPad or smart phone over the image of the model wearing clothes and it replaces it with a picture of how their bodies really are underneath.



The app does not actually carry out an X-Ray but uses augmented reality to approximate how each person looks.

It has been a huge success and been downloaded 75,000 times in five weeks with one million impressions on Twitter.

A video by its makers Moosejaw, has been viewed 160,000 times and the U.S. clothing company  firm claims it has led to a 37 per cent boost in sales.

The app only works with the Moosejaw catalogue, however, sparking a debate on technology blogs that it is little more than a cheap trick.

On Gizmag user Robert Weeks wrote: ‘Is this legal?' but SpaceBagels said: ‘Looks like the image is just switched when you enable the ‘xray' function on the phone.



‘It's not like the transparency of the clothes is increased, just a simple image switch.

‘How is this augmented reality? More like augmented pervertry...'

Mashable.com also reported that some of its users thought it was ‘sleazy' - but others said it was ‘creative'.

Augmented reality, where digital images are overlaid onto the real world, may seem like something out of The Lawnmower Man but it has become one of the most talked-about marketing techniques of the last year.

The Starbucks augmented reality app allowed users to virtually interact with its cups of coffee whilst Car Finder uses GPS positioning and puts arrows on your iPhone screen to guide you to where you parked your car.

Virtual Graffiti allows users to scribble over pictures they have taken whilst AugMeasure lets you measure short distances with a ruler that is overlaid onto the screen.

Gary Wohlfeill, Creative Director at Moosejaw, said: ‘Something that everyone who shops with us will want to tell ten friends about.'

‘It's also very much about seeing people in their underwear, something we're constantly prioritising at Moosejaw.'

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