Published 27 January 2012
Magic Mirror reflects fashions future
The UK’s first “Magic Mirror” goes on show at The Trafford Centre this month, as stores use new technology to transform the way people shop for clothes.
The Magic Mirror is actually a TV screen that uses Augmented Reality and built-in movement sensors, which let customers see a real-time image of themselves with digital outfits superimposed onto their bodies.
Shoppers will be able to switch their outfits with a wave of their hand – meaning less time in the changing rooms, and more time to sample a variety of fabulous frocks in time for the Spring/Summer season.
The creators of the Magic Mirror say it’s an ideal starting point for a wardrobe make-over, and could trim hours from the average shopping trip.
The Trafford Centre’s Caroline Aikman explained: “With such a huge range of fashion at The Trafford Centre, with clothes of every colour, size and style, it makes sense to look at technologies that allow the shopper to quickly and easily get a handle on what’s out there, what suits them – and what doesn’t.
“We want to add some fun to the process of trying on clothes, and add the social aspect of sharing your choices with your friends in an instant on Facebook.
“Of course, we could never replace the experience of picking clothes up and feeling the material, seeing how the piece flows on the body. But as a fashion snap-shot, we think the Magic Mirror could work wonders for people who want the choice, but don’t have the time to see it all.”
The mirror will come complete with a Spring/Summer wardrobe of 50 must-have items, highlighting trends and clothes shapes to suit everyone.
And in a development that could prevent many a fashion disaster, users will be able to post the images instantly to Facebook for feedback from their friends before they purchase.
Added Caroline: “Our experts have been working round the clock to create the first Magic Mirror for public use, as there has been something of an arms race on this development within the world of retail.
“The advent of motion sensor technology makes interactive screens a reality – and it was only a matter of time before that made its way out of the gaming world, and into the rest of our lives.
“There is lots of fun to be had with the Magic Mirror, but in business terms this is a commercially motivated invention – it will mean more people accessing more products and investing more in pieces that they know will suit them.”
Kelly Board, a 26-year-old working in fashion retail and an early guinea pig for the system, says she soon forgot the tech behind the Magic Mirror. For her, it was still all about the garments.
“It feels a bit strange at first seeing yourself in a mirror, wearing something you are not actually wearing! But soon enough you get over the technology aspect, and just start admiring the clothes,” said Kelly.
“The speed with which you can zoom through a rail of clothes is astounding, and I very quickly got an idea of which dresses suited me.
“Real-life cyber shopping has arrived, and I am thrilled I was able to help in the development of this fabulous piece of kit!”
Shoppers across the UK can now vote on which of the Capital Shopping Centres next hosts the Magic Mirror! Simply click on our online voting page to have your say!
• The Magic Mirror will open on the first day of Beauty Magic, the week-long beauty and style event at The Trafford Centre starting 30 Jan to 5 Feb 2012.
• Full press release on Beauty Magic can be found here: /news/beautymagic
• To review the Magic Mirror, simply drop the Press Office a line for an appointment.
• The Magic Mirror was given a VIP launch last year, and was opened by Chelsea Norris of Key 103, who was one of the first to try the new concept.
CLICK HERE TO SEE A VIDEO DEMO OF THE MAGIC MIRROR IN ACTION
Pictures show model demonstrating The Magic Mirror at development headquarters.