Up-market department store Selfridges has unveiled a new augmented reality mirror that allows female customers to try on luxury underwear from the designer brand Triumph’s new ‘Essence Collection‘, without actually getting undressed. The mirror, developed by augmented reality specialists Holition, is an innovation in fashion retail.
So how does it work? Basically, a customer will stand in front of a specially designed screen that has a motion sensor camera attached. The camera will then scan the person’s body using infra-red and generate a 3D silhouette which imitates the movements of the shopper in real time. This way consumers can virtually ‘try on’ pieces from the Essence Collection to see how it would fit their form without having to take off a single piece of clothing.
The CEO of Holition, Jonathan Chippindale stated: “The Fantasy Mirror demonstrates how 3D virtual reality solutions can be used to develop the consumer experience. We have integrated elegant design with innovative technology to give female shoppers something they have never seen before. The mirror is not an alternative to trying-on clothes, but an additional shopping experience. Consumer expectations are constantly changing as technology evolves and Holition is proud to support this evolution by providing complementary services.”
Holition has previously worked with many luxury brands including, TAG Heuer, Tissot, Garrard, Hannah Martin and De Beers. It seems as time progresses this innovative method of attracting consumers will only grow and who knows maybe soon the technology will be utilized as customers enter a store, enticing them to buy things they may not have even come to shop for.
Selfridges ‘Fantasy Room’ Story Highlights
- Selfridges launches augmented reality mirror
- Allows customers to try on lingerie and underwear without removing their clothing
- Customers stand in front of screen with a motion sensor camera attached
- Camera takes infra-red scan and creates 3D silhouette of customer
- Products can be seen in real-time 3D
- Mirror is developed by AR specialists Holition
- Xbox Kinect (SuperStoreSearch.com)