Would you ever use virtual reality to try on sneakers?

Amazon, the brand that has shown itself to be at the forefront in the use and deployment of new technologies to enhance the e-shopping experience, is launching a new feature destined to drastically change the way we shop online. As of 14 November, the Virtual Try-On feature is accessible via the site, allowing all customers to choose from hundreds of trainer models across Europe - including brands such as New Balance, Superga, Puma, Lacoste, Converse, Crocs, Asics, and others - by picturing the shoes on their feet thanks to the valuable help of technology.

The simple and intuitive process allows customers to virtually try on sneakers - from Salomon Speedcross 4 to New Balance Ml515v1 - either from a smartphone via the iOS mobile app, by typing 'virtual Try-On' in the search bar, or by visiting the official website. If browsing via a desktop device, on the other hand, customers will see a QR code on the virtual try-on page that they can scan via their iPhone to easily get to the mobile shop and try on the shoes. Customers simply choose the pair they prefer, tap the 'virtual try-on' button on the product details page, point the mobile device's rear camera at their feet to see how the shoes look from all angles and in all available colors and choose the style that suits them best. In addition, customers will also be able to take a photo of the virtual trainers and share it with friends via social media, as Fresh Mula did.

Amazon is constantly looking for engaging and innovative ways to make online fashion shopping easier for customers and to establish an unprecedented relationship with the final consumer, who never before has played such an active and fundamental role in the construction of the language and identity of brands. Virtual Try On was created with the aim of being used on the move or from the comfort of home, to make better, more enjoyable, and more informed purchasing decisions.