AS Colour unveils innovative 'Colourmatic' digital colour critic to make shopping easier via FCB NZ

Screen Shot 2014-04-08 at 8.17.35 am.jpgShopping has never been as effortless as it is today, following the launch of a world first in fashion technology, the Colourmatic by AS Colour, a machine which rates your outfit out of 100 and provides expert tips on what you can do to look your best via FCB New Zealand.

Shoppers visiting the New Zealand Britomart AS Colour store can experience the virtual stylist first-hand, find out their scores, their weakest colour-link, and have the opportunity to positively change their overall results by adding their recommended colour, which they can find in-store at AS Colour.

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Screen Shot 2014-04-08 at 8.18.36 am.jpgSays Stephen Richardson, art director at AS Colour: "When it comes to making style decisions, many shoppers struggle to know exactly what they are looking for. The Colourmatic acts as your own personal fashion critic, identifying where you need help and providing solutions. We are very excited to be a part of the launch of such a revolutionary product."

Using a series of algorithms, the state of the art device analyses a person's ensemble based on colour science, measuring how well a shopper's chosen colours go together, how original the outfit is and whether the shopper is up to date with the latest fashion trends.

It identifies the "weakest link" of an outfit, what clashes, is the most unoriginal or out of season piece, and recommends the perfect solution which is then easily found in-store from the AS Colour range of more than 45 different colours.

Should the user purchase an item of their recommended colour, their Colourmatic scores will increase.

Says Brice Clark, director at The Art Watchers Collective, the company which worked alongside AS Colour to develop the technology: "It is fascinating to learn that there is a science to fashion, albeit a very intricate science.

"The programme is complex; it took close to six months of research and construction and involved more than 100,000 lines of code. We knew as soon as we started that it was going to be an incredible piece of technology. We are thrilled to have been involved throughout the process."

AS Colour is a New Zealand owned company, developed in 2005 after founder and owner, Lawrence Railton, recognised that there was a gap in the market for a clothing store which supplied exceptional, high-quality blank apparel including t-shirts, singlets, sweatshirts, pants, shorts and caps.

The company has since become a favourite of designers and consumers alike with stores in Auckland, Wellington, Hamilton, Sydney and Melbourne, and Richardson hopes to bring the excitement of the Colourmatic to more of its stores in future.

Says Richardson: "It would be fantastic to share this experience with as many of our customers as possible. We are looking forward to seeing how this innovative product impacts the fashion world as it de-constructs the shopping experience, making it easier than ever to find what you need."

The Colourmatic will be available during opening hours at the AS Colour Britomart store.

Agency: FCB New Zealand
ECD Asia Pacific: James Mok
ECD: Regan Grafton
ECD: Tony Clewett
Copywriter: Matt Williams
Art Director: Freddie Coltart
Designer: Matt Oak
Planner: Emma Popping
Account Director: Karla Fisher
Head of Content: Pip Mayne
Producer: Marijana Hart
Producer: Kelly Gillard
Editor: Reuben Boey/Marko Siraky
Camera: Jared Yearsley/Reuben Boey
GM PR & Activation: Angela Spain
PR Account Director: Kimberly Kastelan
PR Account Executive: Alisha Thomas

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