Virtual dressing rooms is a relatively new concept which is slowly becoming more available on various fashion websites. Taking form in different ways, the virtual dressing room allows the at home shopper to virtually try on dresses and other fashions online. This allows the consumer to gauge if the style and the fit are an appropriate match before adding it to the virtual shopping cart of a web store. There are currently several different online virtual dressing rooms, but brick and mortar stores are also starting to use virtual technology in the physical dressing room. In October 2010, Macy's introduced their new virtual mirror dressing room, allowing shoppers to select merchandise from a computer using an iPad and a touch screen mirror. With password secured internet access, the shopper has the option of sharing the image of the merchandise with friends via the internet and then enlarging the clothing for a life size virtual fit.[1]
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Video technology is one of the first advances in virtual dressing rooms. By employing video technology, the at home shopper can get a realistic and lively view of the apparel they like.
The first robotic virtual dressing room was invented by a start up company in Estonia called Fits.Me. The robotic prototype was in development for three years and as of 2010 is capable of changing into 2000 body types. The Fits.Me robotic program requires various measurements in order to accurately present the shopper with a robotic body style match. Once the match is made, the consumer can virtually try on different sizes of clothes to determine the best fit. Males need to enter the measurements for their height, neck, chest, waist, arm length, and torso length in order to find their robotic counterpart.[2] The robot is currently only programmed for the male body; although its female counterpart is scheduled to be released in April 2011.[3] Hawes & Curtis launched the male robotic virtual dressing room in May 2010.[4]
In 2006, Eyemagnet launched an innovative method of utilizing motion detectors to create a touch free screen. Using that technology, they were able to create a virtual dressing room for Hallenstein's retail shop in New Zealand in 2007.[5] A plasma or rear projection TV is needed to display the store’s inventory. Then, acting on the concept of a motion detector, a web camera is used to place the consumer into a virtual dressing room, thereby turning the monitor into a digital mirror. Using hand motions, a consumer can wave different apparel items onto the screen to, virtually, try them on. A hand motion can add items to a virtual shopping cart that tallies the items and totals it on the screen. One more wave of the hand lets the consumer text a photo of the virtual outfit to a cell phone.[6]
The first online web cam virtual dressing room was introduced by Zugara in June 2009. Tobi.com was the first online retail store to launch the Fashionista product in November 2009,[7] which allows at home consumers to virtually try on clothes on their own beings using a web cam. In order to use the Fashionista program, an online shopper needs to print out a marker and then follow the online steps to align the actual position with the web cam so that the clothes are sized correctly on the monitor.
Zugara also released a streaming reality program called ZugSTAR which can be integrated with the Fashionista program.[8] The streaming capability allows virtual contact between two people so that they can, in essence, shop together in a virtual world regardless of their real life locations.
Other novelties for the Virtual Dressing Room include an interactive mirror that personalizes the real world shopping experience using virtual technology. Paxar, a subdivision of Avery Dennison, introduced the RFID mirror in 2007. A shopper wearing clothing with an RFID tag standing in front of the RFID mirror will be automatically greeted by the mirror with various pieces of information about the garment, including material and color selections available. The mirror will also offer accessory options and suggest different pieces that can be worn together for fashion coordination. Virtual dressing rooms have not yet been replaced by custom tailored technology, such as the Intellifit System. Introduced and tested by Levi’s in 2005, the Intellifit system uses radio wave technology to scan your body profile in order to custom tailor a near perfect clothing fit. Unique Solutions purchased Intellifit in 2009 and has implemented scan stations at Unique Boutique locations.