Cotton On has claimed an Australian digital first - but it's not in the online space.
The retailer will launch an augmented reality experience across its global retail network on September 3.
The technology will enable consumers to bring store windows to life by triggering displays from their mobile devices.
The technology will unlock video content and reveal promotional offers and discount codes.
Consumers can use these in-store to purchase key looks of the season at a reduced price.
Cotton On digital and e-commerce manager Sameiko Slota said the innovation will build on increasingly mobile consumers.
"Our Cotton On customer is extremely savvy so we're always on the hunt to find innovative ways to engage with them.
"Building on our huge mobile usage globally, it was important our new mobile app played a part in our latest campaign."
Sota said merging shopping and technology also creates a unique retail environment.
"I am really excited about the launch of our augmented reality campaign windows as it's just the beginning of how this technology can be used to assist our customers as they shop with us, plus offering an element of surprise and delight to their shopping experience."
The user-friendly technology can be accessed by downloading the app and placing a phone over the campaign image in the shop window.
This will automatically unlock the video content and promotional code for the customer to use in-store.