Sunday, July 24, 2011

Try outfits without taking off old one

The days of juggling bags and hangers in dingy High Street changing rooms could soon be over.
Britain’s biggest department store chain is preparing to unveil a ‘magic mirror’ that can superimpose new outfits over your reflection.
John Lewis is working with technology firm Cisco on the equipment, which it hopes to introduce across the country following a trial in its new Exeter store next year.
Dressing-up: Shoppers will be able to 'wear' several items at once
Dressing-up: Shoppers will be able to 'wear' several items at once
It could transform the way we shop, from men who hate the hassle of queuing for cubicles to women who want to try on outfits in front of friends.
The ‘mirror’ is actually a sophisticated computer screen with built-in sensors and cameras. When shoppers stand in front of the machine, it scans their body to determine their exact dimensions for sizing garments.
 
The customer then waves his or her hands in front of the screen to bring up a range of menus in order to select from thousands of items in the chain’s fashion ranges.
Once selected, the clothing is superimposed on top of the reflection. The machine is even capable of projecting several items over a shopper at the same time, to show how a complete outfit might look with shoes and accessories.
And in a development that could avert many a fashion disaster, shoppers will be able to post the images on social networking sites such as Facebook, or email them to friends, to get instant feedback before they buy.
Worth it? The virtual fashion mirror may seem like a fun idea, but it remains to be seen as to how accurate it can be
Worth it? The virtual fashion mirror may seem like a fun idea, but it remains to be seen as to how accurate it can be
John Lewis’s commercial director Andrea O’Donnell admits that  the idea is not new, but until now no one had been able to bring  it from the drawing board to department stores.
‘The technology has simply not been there,’ she said.
‘But that’s all about to change next year with our trial in Exeter. It could quickly become the standard, just as self-service checkouts have become the norm in supermarkets.’
She suggested it could be a godsend for those averse to stripping off in-store and make it easier  for men who feel unwelcome in female changing areas to lend  their opinion on their partners’ potential purchases, as well as bringing a bit more fun to the  shopping experience.
‘There is also a serious side,’ she added. ‘It will speed things up for those who don’t want to browse 70,000 square feet of womenswear to find what they are looking for.’ John Lewis is not concerned about alienating older customers. It says the over-55s are its biggest growing market online, and many are becoming more comfortable about embracing new technology.
The chain is also working with Cisco to develop a 3D system to scan customers’ every curve, which could show how an outfit might look from different angles.


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