October 12, 2010, 12:49 PM

Macy’s offers a virtual fitting room in its NYC flagship store

The technology enables consumers to share favorite looks via Facebook.

Thad Rueter

Senior Editor

Lead Photo

Apparel shoppers at the flagship store operated by Macy’s Inc. in New York City can use a virtual fitting room to try on digital representations of clothes and share those looks via Facebook.

The Magic Fitting Room service features a body-length mirror along with an iPad tablet computer from Apple Inc. A consumer who steps into the fitting room first stands on markers and has her photo taken so the technology can better understand her position and body orientation, says a spokeswoman for the technology provider, LBi.

The shopper then can enter her Facebook log-in information, an e-mail address or a mobile phone number on the iPad. After this, the consumer browses apparel items on the iPad.  The fitting room offers about 60 items total from such product categories as tops, bottoms, dresses and jackets.

A consumer then selects appealing items, digital representations of which are transferred to the mirror, with the items imposed upon the reflection of the shopper to give her the impression that she is trying on new outfits. “Each item you select is stored in your virtual fitting room as you try on more things,” the spokeswoman says.

After final sizing, the consumer can share the look via e-mail or Facebook. The consumer also can receive a text message or Facebook post telling her where to find items in the store. “Reaching out to and engaging with the digitally savvy, young consumer is something all retailers are striving to do,” says Joe Feczko, Macy’s senior vice president, innovation. “The Magic Fitting Room marries together our goals as a marketer and consumers’ expectations perfectly.”

The retailer plans to offer the service to consumers in the store until November. Macy’s is No. 20 in the Internet Retailer Top 500 Guide.

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