John Lewis rolls out Virtual Fashion Mirrors

John Lewis is trialling Virtual Fashion Mirrors at its flagship store on London's Oxford Street
 John Lewis StyleMe mirror


Nationwide department store John Lewis has installed Virtual Fashion Mirrors at its Oxford Street branch as part of a pilot scheme. The 6 x 3ft StyleMe mirrors are being trialled at the flagship store and if successful will be rolled out across the group. The mirrors have been designed by technology specialists Cisco in conjunction with C-instore, Aitech and The Team and help shoppers determine which styles and colours suit them by superimposing clothing onto their on-screen image. Each screen has built-in cameras, which capture body dimensions and position.

The interactive mirror showcases more than 500 garments and accessories from allowing users to design an entire outfit without having to undressed. The mirror will save shoppers and shop assistants a lot of time as hundreds of garments can be ‘tried on’ in one location.

The Virtual Fashion Mirrors allow shoppers to create a virtual collection, which they can have sent to their home address; they can also save items and purchase them at a later date. Furthermore, shoppers can share styles and outfits with their friends and family via social media platforms such as Facebook and Twitter.

Andrea O’Donnell, Commercial Director, John Lewis, comments, “We strive to have a market leading approach to innovative new technology and providing our customers with the very best shopping experience. We think our virtual fashion mirrors will be a lot of fun for our customers and we hope they will enjoy experimenting with them, as much as we have.”

Lisa Fretwell, Senior Director, Cisco Internet Business Solutions Group (IBSG) adds, “StyleMe – based on Cisco retail network and collaboration technologies – brings online content into a store and creates an engaging and personal experience that shoppers enjoy. It’s about capturing shoppers’ “feet and fingertips” right in the store with digital content that makes it easy for them to buy in whatever channel suits them.”

The Virtual Fashion Mirrors are located in the womenswear department on the first floor of John Lewis Oxford Street and will remain in place for six weeks, from 20 April. If the trial proves successful, the mirrors will be a permanent fixture in the retailer’s first flexible department store, which opens in Exeter this autumn. 

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