The two-week initiative will allow customers who have downloaded the ZARA AR app to hold up their phone to certain store windows or a sensor within the store and see models come to life on their screens – walking and even talking – wearing selected items from the Zara range, which they can then click through and buy. The functionality will also allow app users to see the visuals when they hover their device over a package delivered from an online Zara purchase. Owned by Inditex, the world’s largest clothing retailer by sales, Zara has built an empire on its ability to get new designs into its stores in less than a month. The bricks-and-mortar retail behemoth is however facing increasingly tough competition from online-only players like Boohoo and ASOS (who have even quicker turnaround times) and millennial consumers who increasingly favor online shopping over purchasing in store. Read more at Evening Standard.