The Iconic has today announced its beta launch of Visualise, an augmented reality experience for consumers.

It allows them to try on over 50 styles sneakers from selected brands.

The first feature of its kind from an Asia Pacific retailer, Visualise will be accessible to Aussie and Kiwi shoppers from today via The Iconic app.

The Iconic chief technology officer Zoe Ghani said it was a game changer.

“We're incredibly proud to be the first retailer based in the Asia-Pacific region to offer augmented reality shopping to Aussie and Kiwi customers - another amazing milestone in our ongoing journey to define the future of retail in Australia and New Zealand.

"We truly believe this launch is game-changing for online retail as it helps bridge the online / offline gap for shoppers who want the experience of trying on footwear before they buy.

"We have a culture of ‘test-and-learn’, so our plan is to test Visualise with 50 styles to understand how our customers engage with the feature.

"Continuous feedback from our customers helps us grow our knowledge of AR - both from a technical and empathy based approach - giving us agility for creating the most seamless experiences possible for our customers.

"We look forward to releasing more sneaker styles for customers to try on via Visualise in the coming weeks, and even more excited for what the future brings.”

Created in partnership with market-leading augmented reality platform,, Visualise utilises cutting-edge AR technology to project virtual 3D sneakers onto users’ feet via their smartphone screen.

Users can access the app by tapping the AR icon that appears on sneakers styles that have the try-on feature enabled.

After being prompted to ‘frame their feet’ using their smartphone screen, it will activate and users will see a 3D projection of their chosen kicks superimposed on their own feet.

In a few taps, users can take a photo or video of their try-on experience and save or share from The Iconic app.

At launch, Visualise will offer shoppers access to over 50 virtual sneakers from brands including Nike, Adidas and Reebok.

More styles will be added to the feature over the coming weeks, with plans to expand across accessories currently in discussion.

It joins a line-up product tech features from THE ICONIC, including Snap to Shop, Find Your Fit, Wishlist Boards, Follow the Brand and The Daily. Download THE ICONIC app from the App Store or Google Play.

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