Lingerie lovers can try before they buy with new interactive Ann Summers app

Lingerie lovers can try before they buy with new interactive Ann Summers’ app

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UPDATED:

17:58 GMT, 6 September 2012

Ann Summers has launched the world’s first interactive lingerie app which allows customers to virtually try on items from the underwear retailer’s latest collection.

The BlippTease app, which has been created in partnership with image recognition platform Blippar, works by layering the user’s chosen product over the camera on their smartphone.

Customers can then take a picture of themselves ‘wearing’ the underwear and have the option to share the picture with friends via social media networks.

Virtual changing room: A model poses at the launch of Ann Summers' interactive lingerie app

Virtual changing room: A model poses at the launch of Ann Summers's Interactive Lingerie app

Virtual changing room: A model poses at the launch of Ann Summers' interactive lingerie app

How do I look Users have the option to share the picture of themselves virtually trying on the underwear with friends via social media networks

How do I look Users have the option to share the picture with friends via social media networks

The item can then be purchased online via the app, which is currently being promoted in all Ann Summers stores as well as its catalogues.

‘Our BlippTease campaign gives the customer so much more when choosing the perfect underwear – it also helps male shoppers find the perfect solution for that special present or spontaneous treat,’ says Ann Summers brand director Fiona Davis.

‘This is the way forward and we hope it can evolve into bigger and better things for the consumer.’

Picture perfect: The new app is being promoted in all Ann Summers stores as well as its catalogues

Picture perfect: The new app is being promoted in all Ann Summers stores as well as its catalogues

The way forward: The lingerie retailer says it hopes the app will evolve into bigger and better things for the consumer

The way forward: The retailer says it hopes the app will evolve into bigger and better things for the consumer

Ann Summers’ sales have increased dramatically in in recent months due to the popularity of its ‘Fifty Shades of Grey’ inspired range.

Meanwhile sales of its lingerie and toys have increased by 28% in the past year while online sales have risen by 71 per cent.

Ann Summers have been trading for 30 years but has faced competition in recent years from online sex retailers like Lovehoney.co.uk as the British sex industry experiences a boom in sales.