So far the app has been downloaded 75,000 times in 5 weeks. Moosejaw credits the app with a 37% boost in sales.
Gary Wohlfeill, Creative Director at Moosejaw, chooses not to bother with such justification: “It's…very much about seeing people in their underwear, something we're constantly prioritising at Moosejaw”.
However, having watched a video of the X-Ray augmented reality app in action I now know that a satin push up bra and matching knickers are best worn under a thick woollen jumper and jeans.
For now the app only works in conjunction with Moosejaw. For shoppers at Hollister such an app is not necessary and it’s hard to know what you’d get were the X-Ray augmented reality app to be used on an H&M image.