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Fear of fitting rooms: Tech to find your inner shopaholic | Fear of fitting rooms: Tech to find your inner shopaholic |
(about 11 hours later) | |
The fluorescent lights are flickering, the mirror is clearly (clearly!) warped, you're dripping with sweat. | The fluorescent lights are flickering, the mirror is clearly (clearly!) warped, you're dripping with sweat. |
Standing there crammed into a pair of jeans two sizes too small, you become grimly resigned to the fact that you look more like an overweight haddock than the shapely denim god of your imagination. | Standing there crammed into a pair of jeans two sizes too small, you become grimly resigned to the fact that you look more like an overweight haddock than the shapely denim god of your imagination. |
Congratulations. You're shopping on the High Street in the 21st Century. It's an experience most of us either love or hate. | |
And it's this fear of fitting rooms that's pushing some of us online, which makes this the stuff of nightmares not only for consumers, but for the businesses they're fleeing. | And it's this fear of fitting rooms that's pushing some of us online, which makes this the stuff of nightmares not only for consumers, but for the businesses they're fleeing. |
Remote control shopper | Remote control shopper |
Nadia Shouraboura loves clothing. But she doesn't enjoy the endurance test finding the right pair of jeans can be. | Nadia Shouraboura loves clothing. But she doesn't enjoy the endurance test finding the right pair of jeans can be. |
"When I would go shopping in a traditional store, I always would be disappointed with the experience, lugging clothes to a fitting room, standing in the fitting room naked, and screaming through the door, asking an associate to bring me something," she says. | "When I would go shopping in a traditional store, I always would be disappointed with the experience, lugging clothes to a fitting room, standing in the fitting room naked, and screaming through the door, asking an associate to bring me something," she says. |
"And I hate destroying piles of clothes... I feel very uncomfortable playing with the pile and spreading it apart, because I know somebody needs to come and clean it. | |
"So all those things I thought we can drastically improve with technology." | "So all those things I thought we can drastically improve with technology." |
As the former head of supply chain and fulfilment technologies for online retail giant Amazon, Dr Shouraboura wasn't short on ideas. | |
The result was Hointer, a concept store set up in Seattle, initially geared towards men. | The result was Hointer, a concept store set up in Seattle, initially geared towards men. |
Clothes are displayed on minimalist rails which let shoppers have a good look. | Clothes are displayed on minimalist rails which let shoppers have a good look. |
If you want to try something on, you simply tap the item with your smartphone if it has NFC (near field communication), or alternatively scan a QR code. You are automatically allocated a fitting room, and can continue shopping. | If you want to try something on, you simply tap the item with your smartphone if it has NFC (near field communication), or alternatively scan a QR code. You are automatically allocated a fitting room, and can continue shopping. |
When you finish, you head straight to your own room where the clothes are waiting for you, having been delivered by robotic pickers working in the background. | When you finish, you head straight to your own room where the clothes are waiting for you, having been delivered by robotic pickers working in the background. |
Need a different size? | Need a different size? |
"If you tap it with your phone, an item will whoosh in, like there will be a sound - whoosh," says Dr Shouraboura. "And the item will appear literally in front of you in under 30 seconds." | "If you tap it with your phone, an item will whoosh in, like there will be a sound - whoosh," says Dr Shouraboura. "And the item will appear literally in front of you in under 30 seconds." |
When you're ready to leave, pop the clothes in the chute. And if you decide to buy you simply swipe your credit card at an automatic terminal. | When you're ready to leave, pop the clothes in the chute. And if you decide to buy you simply swipe your credit card at an automatic terminal. |
Prices are dynamic, so vary throughout the day to constantly undercut internet prices - and stop shoppers browsing in store and then buying online. | Prices are dynamic, so vary throughout the day to constantly undercut internet prices - and stop shoppers browsing in store and then buying online. |
This is possible because overheads are kept low, says Dr Shouraboura. Less space means lower rent, the wage bill is lower as automation means fewer staff - and on the shop floor there's no need to re-hang or fold clothes, price items or man the till. | |
The technology behind this involves a showroom floor and robotic micro-warehouse, controlled by a central system that the smartphone and tablet apps communicate with. | The technology behind this involves a showroom floor and robotic micro-warehouse, controlled by a central system that the smartphone and tablet apps communicate with. |
"It is very fast. It is extremely compact. So it is like a can of sardines which can retrieve any item for the customer in a very quick way." | "It is very fast. It is extremely compact. So it is like a can of sardines which can retrieve any item for the customer in a very quick way." |
Dr Shouraboura believes innovation like this can go a long way to helping bricks and mortar retailers survive the online onslaught. | Dr Shouraboura believes innovation like this can go a long way to helping bricks and mortar retailers survive the online onslaught. |
"Right now online experience is great, but I think the in-store experience can be even better because you can try items on and you can touch and you can feel," she says. | "Right now online experience is great, but I think the in-store experience can be even better because you can try items on and you can touch and you can feel," she says. |
"I think the in-store experience can also be cheaper because you don't incur any transportation costs you could have in your returns." | "I think the in-store experience can also be cheaper because you don't incur any transportation costs you could have in your returns." |
Top to toe | Top to toe |
Now you just need to find the right fit to make those lumps and bumps turn into curves in the right places. | Now you just need to find the right fit to make those lumps and bumps turn into curves in the right places. |
But a size 10 in one shop can easily be a size 14 in another. Especially when deep down we all know we're two sizes smaller than the shops say we are. | But a size 10 in one shop can easily be a size 14 in another. Especially when deep down we all know we're two sizes smaller than the shops say we are. |
A Canadian invention found in over 20 malls across the United States is trying to convince women that it is not the size on the tag that matters - it's the fit. | A Canadian invention found in over 20 malls across the United States is trying to convince women that it is not the size on the tag that matters - it's the fit. |
The Me-ality is a booth that scans you fully-clothed, from top to toe, and produces a profile of your body that is stored in a personal online account. | The Me-ality is a booth that scans you fully-clothed, from top to toe, and produces a profile of your body that is stored in a personal online account. |
It then recommends items of clothing that will fit you best. | |
The booth works using a system called millimetre wave technology. After entering the Me-ality, the customer stands still with their arms pointing towards their hips. | The booth works using a system called millimetre wave technology. After entering the Me-ality, the customer stands still with their arms pointing towards their hips. |
A wand circles twice, each rotation taking around 10 seconds. Radio waves are released which bounce off the moisture in the shopper's skin. | A wand circles twice, each rotation taking around 10 seconds. Radio waves are released which bounce off the moisture in the shopper's skin. |
"That will give us 200,000 points of reference on their body," says Me-ality's Kathleen Funke. | "That will give us 200,000 points of reference on their body," says Me-ality's Kathleen Funke. |
"Our software cross-references that information with the specific measurements that we take from clothing in our system, and prints out a report." | "Our software cross-references that information with the specific measurements that we take from clothing in our system, and prints out a report." |
The system works with nearly 200 different brands. US department store Bloomingdale's is using it to help customers find that often-elusive perfect pair of jeans. | |
"There is a big shift in consumer behaviour in the retail world, and it is being driven by technology," says Ms Funke. | "There is a big shift in consumer behaviour in the retail world, and it is being driven by technology," says Ms Funke. |
"Retailers' success hinges on being able to quickly adapt to, and integrate those new technologies. They are at risk of marginalisation at the hands of online retailers." | |
Fitting in | Fitting in |
But what if the very thought of heading into the fitting room leaves you rocking in a darkened corner? | But what if the very thought of heading into the fitting room leaves you rocking in a darkened corner? |
Fits.me provides a virtual fitting room service that lets shoppers see how a garment fits their particular shape without ever having to disrobe. | Fits.me provides a virtual fitting room service that lets shoppers see how a garment fits their particular shape without ever having to disrobe. |
"Fitting rooms generally speaking on the High Street aren't the best experience in the world," says Fits.me's Peter Rankin. | |
"The lighting is not great, most of them quite smelly, people feel they are being looked at as a potential shoplifter, so people generally don't really enjoy the experience." | "The lighting is not great, most of them quite smelly, people feel they are being looked at as a potential shoplifter, so people generally don't really enjoy the experience." |
"Larger people generally speaking are very uncomfortable in a public fitting room, even with private cubicles. So this could be seen as much more private." | "Larger people generally speaking are very uncomfortable in a public fitting room, even with private cubicles. So this could be seen as much more private." |
Morphing | Morphing |
Primarily aimed at online retailers, the service is also available in-store on tablets, or as a virtual shop assistant using a smartphone. The company has also just signed a deal with television shopping channel QVC to use the technology on screen. | Primarily aimed at online retailers, the service is also available in-store on tablets, or as a virtual shop assistant using a smartphone. The company has also just signed a deal with television shopping channel QVC to use the technology on screen. |
Sophisticated robot mannequins made up of panels that simulate muscles are used. When the robot is loaded with measurements it then morphs into that shape. | Sophisticated robot mannequins made up of panels that simulate muscles are used. When the robot is loaded with measurements it then morphs into that shape. |
The mannequins are connected to a laptop and camera, and are dressed in key items from a retailer's stock to demonstrate fit across their lines. | The mannequins are connected to a laptop and camera, and are dressed in key items from a retailer's stock to demonstrate fit across their lines. |
Each size is put through every possible permutation in size and dimension and photographed at speed to build up a database of different possibilities. | |
The images of the garment are then cut out and fitted to a human avatar using a semi-automated process. | The images of the garment are then cut out and fitted to a human avatar using a semi-automated process. |
So a shopper looking for a shirt enters a set of measurements on the website or app, and is presented with a human avatar displaying their particular body shape. They can then click through the different sizes available until they find the perfect fit. | |
"We cover about 97% to 98.5% of body sizes and shapes," says Mr Rankin. | |
"You can always find somebody that has got a particularly long body, or someone who has got completely disproportionate length of arms, and they need to consider that in the context." | "You can always find somebody that has got a particularly long body, or someone who has got completely disproportionate length of arms, and they need to consider that in the context." |
The company is working with global names like Adidas, Boden, and LK Bennett, with Superdry and Nicole Farhi among those in the pipeline. | The company is working with global names like Adidas, Boden, and LK Bennett, with Superdry and Nicole Farhi among those in the pipeline. |
The next stage according to Mr Rankin is to install robots where there are already photographic studios to speed up the process. | The next stage according to Mr Rankin is to install robots where there are already photographic studios to speed up the process. |
Fitting the future | Fitting the future |
In Seattle, Nadia Shouraboura is busy. | In Seattle, Nadia Shouraboura is busy. |
Hointer recently started stocking womenswear. | |
"Every woman who came to the store shopping with her husband came to me and gave me a lot of grief, telling me 'I want to shop that way, what are you doing, men don't care for shopping!'," she says. | "Every woman who came to the store shopping with her husband came to me and gave me a lot of grief, telling me 'I want to shop that way, what are you doing, men don't care for shopping!'," she says. |
The company is expanding, with new stores as well as plans to offer delivery for out of stock items. | The company is expanding, with new stores as well as plans to offer delivery for out of stock items. |
Dr Shouraboura says Hointer sees itself as a technology company rather than a retailer - and they are already working with other US retailers to install the technology. | Dr Shouraboura says Hointer sees itself as a technology company rather than a retailer - and they are already working with other US retailers to install the technology. |
The idea of avoiding that overweight haddock moment is certainly beguiling. | The idea of avoiding that overweight haddock moment is certainly beguiling. |
And until technology can either morph your own body into a perfect size 8 - or 3D print bespoke garments in the privacy of your own home - technology like this may be enough to keep customers coming back to the High Street. |
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