Memory mirror changing the way we try on clothes

YES. Your bum does look big in that. But why not try this skirt instead? There’s a mirror that can now recommend which clothes will look good on you.

Syd Con. Kim Kardashian selfie Instagram post from Melbourne

YES. Your bum does look big in that. But why not try this skirt instead?

Imagine a fitting room with a “smart” mirror that makes suggestions about what you should wear? It snaps a video so you can compare the image side-by-side with other colourful shirts you try on. It might even show you how the shirt will fit without you having to undress.

A handful of primarily upscale US retailers, including Neiman Marcus and Nordstrom, are testing versions of this hi-tech fitting room. And experts say the masses will be able to try these innovations at more stores in the next few years as the technology gets cheaper.

This trend is a way stores aim to catch up to online rivals like Amazon.com that are able to gather information on which items shoppers browse and use that to recommend other products.

The new technology that enables physical stores to collect much of the same data as online retailers raises privacy questions, but executives say customers are offered a choice and the data is protected.

Stores are tapping into the significant role the often-forgotten fitting room can play in purchase decisions.

Do I look good in this in every angle? Picture: Eric Risberg / AP

While 36 per cent of store browsers wind up buying something, 71 per cent of shoppers who try on clothes in the fitting room become buyers, according, Paco Underhill, a retail consultant.

Yet the typical fitting room isn’t always inviting: Only about 28 per cent of shoppers even walk into a dressing room of a typical clothing chain, Underhill says.

“The dressing room experience in many places has been close to miserable,” Underhill said. “There’s bad lighting. They’re dirty. And they have poor service.”

Some companies are working to change that impression. Later this year, Big Space, a technology company, plans to test at an undisclosed clothing chain a new mirror that recognises the gender of a customer and makes recommendations based on that.

Customers also will be able to request or purchase the items directly from the mirror and have them shipped.

Other technologies already are being tested in stores. In recent years, stores that include Bloomingdale’s and Top Shop have tested technology that enable shoppers to see how they look in an outfit without trying it on.

MemoryMirror uses pixel technology that captures even small details such as a wrinkle on a skirt as it moves.

The mirror can make other outfit suggestions according to what you’ve chosen. Picture: Eric Risberg / AP

Even for those trying on the clothing, the mirror also doubles as a video camera, capturing a 360 degree view of what an outfit looks like and making side-by-side comparisons. Shoppers can replay the video and share with friends

The new technologies has some consumer advocates concerned. “One assumes that the mirror is not looking back at me unless you are in a fairytale,” said Nuala O’Connor, president & CEO of non-profit Center for Democracy & Technology. “People love new technology as long as they are aware of what is happening to them and have control of their data.

But some customers are embracing it. Wendy DeWald, of San Francisco, spent $US1,000 ($A1,233) on her first trip to the Rebecca Minkoff store; she’s returned a few more times. She doesn’t mind sharing some of her personal data to get a better experience.

“I’m pretty blown away,” she said. “It’s a toy in the dressing room. It enhances the experience.”