For nearly five decades, the process of shopping for clothes in store hasn’t really changed. Spot some items you like the look of, try them on, and buy the perfect fit. Although a traditional part of the consumer experience, this can be a boring task for shoppers, needs a changing room which takes up valuable floor space, and can pose a security risk for retail outlets.
To try and answer these challenges, Pixel Inspiration introduced a ‘Magic Mirror’. This virtual changing room uses augmented reality to allow customers to try on clothes without having to get undressed. Shoppers stand in front of a full-length screen whilst cameras map their figure onto a model wearing their chosen outfit. Whilst virtual model and real-world shopper share synchronised movement to produce a realistic image, the ‘Magic Mirror’ offers the added benefit of displaying exactly what the outfit looks from behind – so consumers can view a 360o shot, without having crane their neck! Unsure shoppers can even post their photo to social media, and get a second opinion from their friends.
So whilst Pixel had mastered the technology to create the Magic Mirror, a question remained over how customers would react. We’ve spent nearly sixty years trying on clothes when shopping. How might this experience be changed with the advent of a digital avatar? Consequently, Pixel approached the Laboratory of Consumer Psychology to determine whether consumers would trust this new invention. After experimenting with the Magic Mirror in a controlled environment at the lab, we were able to assess what consumers thought of the tech, and how it changed the way they viewed potential purchases. Based on our feedback, a number of changes were made before the Magic Mirror was introduced to stores across the UK.