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The Virtual Fit
Whether online or in-store, proving a product fits
is the smartest way to clinch a fashion sale fast. In-
store, major advances in virtual fit techniques are
delivering speed and entertainment to footwear
and apparel retail.
•
Japanese brand Uniqlo’s Magic Mirror
technology by Samsung debuted in San
Francisco in October 2012. The company
employs a colour-changing tool powered
by Microsoft Kinect that allows customers
to change the colour of the garments they
are trying on. A touch of a tablet or a simple
hand gesture generates a new colour as the
customer looks into the mirror.
•
US streetwear sports label Vans has gone
further with a motion-tracking sensor
that superimposes images of trainers over
customers’ feet as they walk past a tech-
embedded screen.
Virtual Vans
© Vans
•
Adidas’ CyberFit interactive fitting room,
unveiled at IT and telecommunications
conference CeBIT in Germany in March 2013,
goes further still. The immersive fitting room
was developed in tandem with the department
of economics and computer science at The
Freidrich-Alexander-University in Nuremberg
and allows consumers to create their own
virtual environment. For example, if trying on
a ski jacket, the user can opt for mountain-
top virtual surrounding, complete with birds
singing. The room also generates additional
material – displayed on its walls – including
related media, recommended products and the
option to share via social media. Roll-out dates
have yet to be confirmed.
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Redefine
Consumer Engagement
Uniqlo Magic Mirror
© Uniqlo
Adidas CyberFit
© Adidas
