While there aren’t too many other AR platforms focused on foot-tracking, there is the danger that a Google or Apple drives to the hoop and integrates that tech into its platform enabling apps to do it themselves, but Wannaby’s CEO says that their product is about content and implementation as much as it is about foot-tracking. “[These big platforms are] definitely a threat to some extent, but there’s more than just the technology,” CEO Sergey Arkhangelskiy.
The startup is obviously focused on a tight market, but Arkhangelskiy points to the acquisition of AR makeup app Modiface by L’Oreal as a sign that individual retailers are looking to build a closer relationship between smartphone users and their products using whatever tech they have available to them.
Right now, Wannaby is largely working off of flat-rate licensing fees, but the startup is hoping that it can grab a slice of sales in the future if consumers spend time trying on a pair of AR shoes before they make a purchase.
Users launch the feature in the Gucci app, bringing up a camera which leverages Wannaby’s AR tech to position the shoes proportionally on their feet.
GOAT, which acts as a middleman between resellers verifying the authenticity of kicks, currently uses AR to help consumers see every angle of the shoe, but hasn’t integrated tech like Wannaby’s to take the try-on process further.
The 22-person team is hoping that its tech can blur the lines between shopping at home and going to a retail store. The company closed a $2. 1 million seed round last year from local firm Bulba Ventures.
The startup just launched a partnership with Gucci this morning to help consumers try on shoes inside the luxury brand’s dedicated app.