Awear: Shazam for fashion items [Geektime Conference] 
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Photo Credit: SHutterstock

You are sitting in a cafe and you see an impressive hand-bag on one of the guests, all you have to do is open the app, press the scan button and receive in return the model number of the bag and an option to purchase it immediately.

Photo Credit: SHutterstock

Photo Credit: SHutterstock

It is likely that at least once in your lifetime you met with someone who wore a shirt, hat or even a watch that once you saw them you knew it had to be yours. Even if you’re not shy and willing to ask that person in front of you what they’re wearing, they may not remember the brand, where they got it etc. In order to provide a solution for those users and help them understand where they can purchase the clothing item they saw, and to monitor the distribution of fashion clothes and the fashion market in general, Awear offers, as they call it, the “Shazam” for fashion items.

Identification of fashion items through smartphones

While aggressive web searches can help you find a similar version to an item of clothing you spotted someone wearing out on the street, there is no doubt that it could be much more simple if you know where it was purchased or who’s the designer. On the other side of the equation, a young designer or even a senior designer needs to invest a lot of time and money on the design, manufacture and distribution of various products, all to appeal to the right customer. In order to meet these two needs of both the designer and the client, Awear offers its solution. The company has developed a module which is implemented inside the fashion item, and allows the identification of the item in the public sphere, where the identification is performed through the mobile platform of the company. For example, you’re sitting in a cafe and you see an impressive hand-bag on one of the other patrons, all you have to do is open the app, press the scan button and receive in return the model number of the bag and an option to purchase it immediately, directly from the designer. It’s important to note that you won’t have to scan the bag physically, and you won’t even have to direct the phone toward the bag owner, which could be creepy. The process can be carried out in a discrete way and the bag owner is rewarded every time someone scans the product. Thus, Awear not only helps the fashion enthusiasts but also helps designers to create another point of sale, and the products continue to monetize even after they leave the shop. In addition, Awear offers designers and brands a wide range of analytics that helps them to identify trends based on the scanned items by potential customers, understand how much attention their products receive, how many people are talking about it, and of course, how many people actually buy them. Furthermore, brands can also understand which geographic area is better for them and focus their efforts accordingly.

Get a reward for every scan of your items

Awear was founded in 2013 by Liron Slonimsky, after sitting in a cafe with a friend and seeing an item she liked on another woman. Despite being shy, the two went to ask where the item was bought and the woman simply refused to tell. As a result, the idea of automatic detection of brands came to mind. Slonimsky partnered with Oren Zomer and the two began to run with the idea. Currently their main competitors in the market are a variety of image processing applications, which can detect various items and convert them to products available in the database. However, it is an invasive process that requires shooting a photo of the product in question, which means users have to direct the camera towards strangers on the street. In addition, those applications are at the mercy of the camera, so that if there’s not enough light, the picture is bit blurry or too far from the item – they can’t get the desired result. The model used by the company is a hardware component, which is implemented into the fashion item and is capable of transmitting encrypted data up to a distance of about 10 meters. Slonimsky explains that Awear is actually an ‘Internet of things’ kind of company, taking the internet to the street, in every sense of the word. According to Slonimsky, the most significant advantage is the rewards. Every time someone grabs an item they scanned, the owner of the scanned item will receive some fashion points which they can convert to various discounts or benefits. In other words, every person on the street can become an ambassador of the brand, and also get paid. Photo Credit: Shutterstock/  out shopping / Cropped image of man’s hand scanning product through mobile phone

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Henn Idan

About Henn Idan


Lover of gadgets, apps and technology in general. Somehow among her many activities, which include, destroying cellular devices for the sake of science and an obsessive preoccupation with social networking, Idann finds time to write an article or two for Geektime on new applications, promising startups and product reviews for pretty much every new gadget that has ever hit the market – ever.

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