VIRTUAL MAKEOVER: Sunglass Hut is breaking digital ground. Today, the retailer launched a new partnership with Google in which it will offer its customers a try-on experience via Google+ Hangouts. It is the first retailer to tap into the online platform in this way.

“I wanted Sunglass Hut to offer a new online shopping experience where people could interact while trying on sunglasses together,” said Fabio d’Angelantonio, the retailer’s president and chief marketing officer at Luxottica. The initiative ties into Sunglass Hut’s “Wow Mom” Mother’s Day campaign launched last month, which features global brand ambassador Georgia May Jagger and her mother, Jerry Hall. The two appear in an entertaining instructional video that demonstrates the new try-on experience.

This story first appeared in the April 16, 2014 issue of WWD. Subscribe Today.

D’Angelantonio said, “Now you can call your mom, wish her a happy Mother’s Day and help her find the perfect pair of sunglasses.”

Watch Georgia May Jagger and Jerry Hall Try Out the Google+ Hangout Here >>

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