Fashion retailer Republic is the latest to trial groundbreaking technology in-store, launching the new ‘MiMirror’ system at its shop at the newly opened Westfield Stratford City.
The innovative service, developed by technology firm Toshiba Tec, allows customers to capture images of different outfits, glasses or other fashion item onto a digital touch screen with an inbuilt camera which doubles as a mirror.
Customers can try on the products and then share images of what they look like with friends online through social media or email, bringing a new type of shopping experience to customers at the new east London shopping centre.
Jo Molineux, Head of Multichannel at Republic, said: “The continued strategic investment in our multi-channel offering reflects our commitment to put our customer at the heart of the brand.
“MiMirror embraces the fact that shopping is a social activity and makes it easier for customers to share their experiences.
“Together with in-store iPads and ‘Click and Collect‘, MiMirror is the latest step in giving our customers more opportunities to create a fun and interactive shopping atmosphere which can be tailored to individual needs.”
Republic has previously seemed keen to keep up to date with the latest technologies, having been one of the first retailers to join the Facebook Deals scheme earlier this year.
John Lewis is another UK retailer which is experimenting with a type of virtual mirror, which uses augmented retailer to project what a customer will look like wearing a certain item without putting them on, launching the initiative at in stores nationwide over the next 12 months.
Barry Cox, Senior Manager for Retail Products at Toshiba Tec, commented: “By reaching other potential customers these branded images can offer retailers like Republic, brand opportunities for viral marketing and low cost advertising.
“And for the customer it takes in-store shopping to a fresh and fun interactive level. We are really pleased that Republic has chosen to trial MiMirror, as the one stop style destination for every fashion personality, it is the ideal venue for MiMirror’s first outing in the UK.”