Mountain Hardwear, a renowned producer and marketer of equipment and accessories for mountaineering enthusiasts, reportedly announced that it has expanded its market-leading AR (augmented reality) shopping experience with its new series of ski and ride outerwear. The company has launched these outwears in collaboration with GORE-TEX. Mountain Hardwear's AR shopping experience enables snowsports enthusiasts to develop their next ski kit from their own office, garage, living room, or any other place. This kit assembly would be done all through the augmented reality application. Customer can begin by selecting a ski bib and further add a jacket. After selection of jacket, they can change colors, and then match and mix styles in order to get the best GORE-TEX kit easily. Vice President of Marketing, Mountain Hardwear, Snow Burns stated that AR provides a thrilling opportunity by allowing customers to virtually explore products seamlessly as a part of their innovative shopping experience. Burns further added that the company is thrilled to be at the top edge of building this novel technology. It is pleased to change the way customers shop for their sportswear. As the mobile AR technology is expanding exponentially and becoming universal, the company wants to ensure that it meets customer demands. Associate Director of Brand Deployment at Mountain Hardwear, Jeff Brandon stated that the company hopes that shoppers would utilize new AR technology to interactively explore design features and technical fabrics. This would possibly result in a better-informed buying decision for them. Mountain Hardwear realized three primary problems for customers when they shop for technical apparel such as GORE-TEX ski products, and even equipment. First, guesswork associated with virtual product images. Second, limited time they have to go shopping across retail stores, and third, availability of the product in the stores. Shopping through AR, either via the application or even on mobile eliminates these challenges. Previously in May 2019, the company introduced augmented reality outfitting under its parent organization Columbia Sportswear Company. The AR app featured the company's fully redesigned equipment line. Source credit: https://finance.yahoo.com/news/mountain-hardwear-launches-augmented-reality-223100447.html