Modern Mirror lets customers 'try on' clothes online or in-store via an interactive image
A new technology that promises to enable customers to try clothes on virtually, whether they are in the store, or online launched this week.The Modern Mirror
, billed as an Avant-Garde Fitting System (AFS), creates a personalised digital interactive image of the customer on the retail floor. After that shoppers can try on clothes via the interactive image whether they are in the shop or online without needing use a fitting room.
The AFS uses 3D visualisation and body imaging technology to show in high definition how chosen items would drape on the body. This, it says, will save time and effort – important for the 68% of shoppers who say they have an aversion to trying clothes on in store.
The personalised digital image of the consumer is captured in 3D through partnership with 3dMD
. In 2009, the US military used 3dMD’s technology to help optimise the ergonomic fit of military equipment and design of government issued uniforms. The Modern Mirror believes this technology has the potential to disrupt and redefine the luxury retail industry - and it is currently talking to a number of luxury fashion houses around the world, and is previewing the technology on Friday in London.
Nicole Reader, CEO, The Modern Mirror, said: “The Luxury Institute White Paper found that the majority of luxury brands are losing up to 90% of their clientele in any given year and will retain less than half of their top customers. As our lives get busier, people will increasingly default to the ease of digital but through this channel it is harder for brands to achieve the level of loyalty they have managed to date. That’s where The Modern Mirror comes in, as it is instantly attractive to tech-loving millennials — who are the entry level luxury customers of the future — increase buyers’ confidence, and enables fashion brands to stay ahead in what is a competitive and highly niche market.”