Clothing retailers are having to invest in memorable product demonstrations and store-specific content to attract customers in their twenties and early thirties, whose increasing use of online players such as Amazon (AMZN.O) has ravaged bricks-and-mortar retail chains in recent years.

Zara’s latest technological push shows models wearing selected looks from its ranges when a mobile phone is held up to a sensor within the store or designated shop windows, with customers able to click through to buy the clothes.

Sourced through Scoop.it from: www.reuters.com