The ‘Fantasy Mirror’: The Future of Shopping?
Is this the future of shopping? Earlier this year, Selfridges, a UK based high end fashion department store, introduced the first phase of its Women’s Designer Galleries. The most exciting feature of this phase is their next generation fitting rooms.
Each room is furnished with a “fantasy mirror.” Each mirror has built-in cameras that allows a shopper to view their silhouette. The shopper can then compare outfits, color schemes, and other aesthetic decisions to complete an outfit. In fact, a shopper does not even have to physically try-on clothes. The cameras can take a 3D scan of a shopper, providing an augmented reality where the shopper virtually fits themselves in different clothing.
As Jonathan Chippindale, CEO of Holition, the firm behind the fantasy mirrors says, “The mirror is not an alternative to trying-on clothes, but an additional shopping experience,” an attempt to bridge ecommerce and in-store shopping, linking virtual and real worlds together.
Customers accustomed to shopping online have a similar experience in-store, except they are able to see the clothes on, something impossible behind a computer screen.
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