Speedo, the swimwear brand owned by Pentland, has released an app that allows customers to try on swim goggles through an augmented reality (AR) function. The app uses the camera on mobile devices to apply a 3D scanner to customers' faces and generates recommendations on the basis of the scans. Customers can then make their purchases through the app – a service that Speedo has never provided before. Ben Hardman, head of innovation at Pentland Brands, notes that the virtual try-on helps customers “address a well-documented human pain point: leaky goggles,” but also that the mechanics of the app are applicable to “any footwear, apparel or accessories that are custom-fitted” – and therefore to a wide variety of products in Pentland's portfolio. In addition to Speedo, the company's brands include Berghaus, Ellesse and Canterbury.

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