Warby Parker unveils virtual try-on tool

The new update to the company’s app – which is only available on the iPhone X, XR, and XS – allows customers to select a pair of glasses and fit th to their face on-screen through a virtual reality overlay.According to the company, the algorithm mimics unique 3D facial curvatures, resulting in a lifelike fitting room experience that reflects realistic frame color, texture, size and fit.The US-based direct-to-consumer retailer launched with, and still operates, a free home try-on service in which five test frames are sent to customers. The try-on app appears to be an extension of that, and is expected to assist consumers in narrowing down their options earlier in the shopping process.According to TechCrunch, the new feature marks a return to augmented reality (AR) technology for Warby Parker, which previously roved a similar virtual try-on tool from its website due to technical issues.Warby Parker senior director of e-commerce and consumer insights Ms Erin Collins told Mobilarkter.com the company repeatedly revised and refined the software, because glasses were often a major component in a person’s appearance.Mr Matt Elliot, who wrote about his user experience on Cnet.com, said the feature allowed consumers to efficiently access a wider range of frame options.“The AR is really convincing. The frames are positioned correctly – neither too high nor too low on your nose. And there’s depth to the image so you can move your head around to see how the frames look from different angles,” he said.The company developed the feature with Apple’s ARKit. The Warby Parker app has more than 43,000 five-star reviews and in 2016 was listed as one of Apple’s 10 best apps of the year. WATCH VIDEO