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‘Smart’ mirror coming to fitting rooms
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IMAGINE a fitting room with a “smart” mirror that suggests jeans to go with the red shirt you brought in. It snaps a video so you can compare the image side-by-side with other colorful shirts you try on. It might even show you how the shirt will fit without you having to undress.
A handful of primarily upscale retailers, including Neiman Marcus and Nordstrom, are testing versions of this high-tech fitting room. And experts say the masses will be able to try these innovations at more stores in the next few years as the technology gets cheaper.
This trend is a way stores aim to catch up to online rivals like Amazon.com that are able to gather information on which items shoppers browse and use that to recommend other products.
Stores are tapping into the significant role the often-forgotten fitting room can play in purchase decisions. While 36 percent of store browsers wind up buying something, 71 percent of shoppers who try on clothes in the fitting room become buyers, according to Paco Underhill, a retail consultant. Yet the typical fitting room isn’t always inviting: Only about 28 percent of shoppers even walk into a dressing room of a typical clothing chain, Underhill says.
Later this year, Big Space, a technology company, plans to test at an undisclosed clothing chain a new mirror that recognizes the gender of a customer and makes recommendations based on that.
The patented MemoryMirror from a company called MemoMi is one of the most advanced in this so-called virtual dressing, a feature that’s expected to be tested in US stores later this year. The mirror is outfitted with sensors, setting off motion-triggered changes of clothing. MemoryMirror uses pixel technology that captures even small details such as a wrinkle on a skirt as it moves.
Even for those trying on the clothing, the mirror also doubles as a video camera, capturing a 360-degree view of what an outfit looks like and making side-by-side comparisons.
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