Indian Fashion e-commerce Myntra is now planning to build products like talking trees, magic mirrors that can provide fashion recommendations to users. The company is planning to make these products in its futuristic labs in Bangalore office.

Looking into Problems in Adjacent Areas

Ambarish Kenghe, Myntra’s chief product officer told ET that beyond the company’s core fashion business, innovation labs are also looking into problems in adjacent areas like computer vision, augmented and virtual reality, wearables and Internet of Things (IoT), for emerging opportunities.

“These products are early in the life cycle. Some of them are already in the core product and some of them are in the process of being productized,” added Kenghe.

Developing an App

Myntra is developing an app through which users can figure out how their dress looks. Users can also take a “mirror selfie” through this app, which will identify various attributes of the dress worn by them and can even give recommendations on how to improve their look.

After a period of time, the app will identify the user’s wardrobe and will recommend dresses to them from their own wardrobe, thereby acting as a personal stylist on the go. The app is expected to be launched shortly.



Planning for Augmented Reality-powered T-shirts

Myntra is also working on augmented reality-powered T-shirts, codenamed ‘talking tees’. These T-shirts will include contextual interactive content that can be changed based on place and time. Myntra is also making use of Apple’s new ARKit framework to solve the problem of size mismatch, thereby reducing product returns.

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