John Lewis, a leading U.K. retailer, is now piloting two Cisco StyleMe Virtual Fashion Mirrors at its flagship London department store on Oxford Street, providing customers with a virtual way to try on clothes. The mirrors were developed by the Cisco Internet Business Solutions Group (IBSG), with partners C In-store, AITech, and The Team.
The 6- by 3-foot mirrors incorporate built-in cameras that capture shoppers’ body dimensions and positioning. Using artificial intelligence, virtual reality, and gesture-recognition technology, the mirrors then superimpose clothing items over customers’ on-screen images.
In effect, the mirrors become virtual changing rooms where customers can create complete outfits from more than 500 women’s-wear garments and accessories selected from johnlewis.com. This makes the shopping experience easier and more enjoyable by letting customers see how they look in new outfits without getting undressed.
The Cisco StyleMe Virtual Fashion Mirror also allows shoppers to create virtual collections by capturing pictures of themselves in their new outfits and then opting to have the images (with QR codes that link to johnlewis.com) emailed or printed on the spot. Shoppers can share their new look with friends and family via social networking sites such as Facebook and receive feedback before making their purchases.
As the U.K.’s favorite place to shop, John Lewis always strives to take a market-leading approach to innovative technologies that give their customers the very best shopping experience. Andrea O’Donnell, commercial director for John Lewis and the project’s sponsor, says, “The Virtual Fashion Mirrors will be a lot of fun for our customers, and we hope they’ll enjoy experimenting with them as much as we have.”
Check back soon for updates about the pilots.