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Ann Summers lets customers virtually try on undies

Lingerie retailer Ann Summers has launched an interactive app, which allows customers to virtually try on underwear from the comfort of their own home.

In partnership with image recognition platform Blippar, the high street chain has created an app with which customers can pick underwear from seven different collections to ‘try on’. The underwear will then be layered over a shot on their camera so customers can line it up with a picture of themselves ‘wearing’ the underwear.

The Blippar app allows customers to buy the Ann Summers product or download 10% discount to use in store and online and also allows customers to browse the autumn 12 collection.

Brand director Fiona Davis said: “Our BlippTease campaign gives the customer so much more when choosing the perfect underwear – it also helps male shoppers find the perfect solution for that special present or spontaneous treat. This is the way forward and we hope it can evolve into bigger and better things for the consumer.”

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