Zalando is opening its first ever pop-up in Madrid, which uses body mapping and projection technologies to allow customers to virtually try on outfits.
The stall features no physical products. Customers are scanned as they enter the pop-up and can then have any clothes from the Zalando catalogue projected onto their body, with the virtual garments responding to the person’s movements.
The pop-up will be open from 3 to 6 October in the Ciento y Pico area of the Spanish capital.
The retailer said this was a first for the fashion industry. The initiative is part of its “free to be” campaign which positions the company’s brand around individual expression.
As an (initially) pure-play fashion retailer, Zalando’s strategy has been to combine the advantages of offline with the choice of online.
Primarily, this has been through offering free and easy returns to allow customers to try on multiple products at home and return things that they don’t want.
The technology used in the pop-up may offer an innovative new way to bridge the gap between online products and shoppers.