Sportsgirl are a fashion saavy, eclectic and innovative fashion giant in Australia. Through their creative attention to brand, and designing unique products, Sportsgirl are trendsetters in the fashion landscape.
Titled ‘Sportsgirl Explore’, the Augmented Reality app integrates with Sportsgirl magazine ‘The Daily Us’, and gives users a creative brand interaction in-store. IE & Sportsgirl worked collaboratively on the end-to-end production of a groundbreaking in-store experience.
While working on the full eCommerce site for Sportsgirl the AR app proved to be a nice accompanying piece in Sportsgirl’s digital suite. While fully scoping the app, a central UX target was to provide easy linking between Sportsgirl’s other digital assets, like online store and social. IE ensured that the mobile site, online store and all Sportsgirl branded digital media were included. IE rolled out the project on time, as the release date had to coincide with the magazine launch.
The custom built app has provided regular customers with a new form of brand engagement. The Sportsgirl ‘girl’ is now given content that comes to life in-store, with beauty tutorials, song downloads and product information featured.
In the first two weeks of the app’s launch, over 3,500 downloads were made, which successfully gave Sportsgirl their first app experience in the market. The integrated mp3 song was downloaded by over half the app users within the first two weeks.