The clothing brand is calling their experience 'augmented reality', as it overlays virtual images, such as clothing, on top of a real-life image. The DressingRoom by Gap pilot app is a collaboration with Avametric, a firm that creates 3D renders for fashion brands, and Google. The app is just one element of the developer longer-term strategic plan in this space to make online shopping easier. Online shopping has become more popular than visiting physical locations, and the development of virtual reality as part of the online shopping experience is a response to the way technology continues to change the way customers engage with brands, browse products and shop. Might virtual reality shops become the high street of the future?