Technology is arising and rapidly developing to accommodate the needs of society. The development of technology is also profound in the clothing industry these days. Smart mirror has been currently launched and many retailers are looking into its functions with expectations to increase sales.
The author tries to see if smart mirrors are a big technological innovation in shopping industries. The writer questions whether the shopping experience would be enhanced and return on investment would be increased by helping sales associates.
The author uses several examples to explain how smart mirrors function. First, Macy’s introduced the smart dressing room in 2010.
Secondly, Me-Ality is a body scanning and measurement device that can generate a user profile for better fitting. Thirdly, Styku is a portable 3D body scanning platform that is mainly for designers instead of consumers. The author states that these technologies helped designing better smart mirrors. Fourth, 4D Retail Technology Magic Corp’s 4D Magic Mirror display, which has a long name, has a virtual assistant. The e-assistant answers key questions and gives advice. Fifth, RFID technology (fitting room) offers different kinds of fitting rooms. The technology helps customers to get immediate assistance and to communicate with a sales representative. Furthermore, customers can even make a purchase. Lastly, the Memomi’s Memory Mirror tracks a customer’s movements and accelerates the realism of the new look by showing the texture of garments (Weinswig).
(Photo : Love, Julia, Memomi’s Memory Mirror)
The writer analyzes the functions of the mirror by showing many examples of actual smart mirrors in actual stores. She mainly focuses on how the technology works.However, she has doubts about the cost of installing smart mirrors and whether the customers will adopt to this technology.
Her analysis focuses more on the fucntions of the mirros instead of stating examples of customer feedback. For instance, she could have given surveys and conducted interviews. Also, she complains about the cost of a mirror implementation. I would suggest that she states the cost of installment and compare it with the ordinary mirror installations in clothing shops.
There are three media principles of Lee Manovich that apply to Smart Mirrors. They are: “Numerical Representation”,”Automation”, and “Variability”. Numerical representation which is stated in the reading : all new media objects that are converted from analog media sources are composed of digital code(page49) which is a great example that shows the analog image of body in the mirror that is being converted to pixels on the screen.
The second example is the 4D Retail Technology Magic Corp’s 4D Magic Mirror display which relates to the automation principle. Since automation enables auto-manipulation and access, this technology enhances the communication and interaction by having the automated assistance system.
Lastly, variability is a new media object that is not something fixed and can exist in different yet potentially infinite version (page59); it has many relations with Smart Mirror. Take an example of memomi’s memory mirror, which follows a customer’s real-time movements and shows how the outfit would look on a customer. In addition to this, the machine’s functions keep data which can be sent through wires and enables immediate delivery (page56). This describes how the fitting room works. As stated in the previous paragraph, fitting room enables customers to make a purchase while they are still in the fitting room. Another example that relates to variability principle is 4.3 module which talks about the interactive computer installations which use information about the user’s body movements to generate sounds, shapes, images to control behaviors of artificial creatures(page57). It all applies to the function of smart mirrors.
Reading this article, it surely benefits customer by reducing the hassle-time spending on taking on and off clothes; however, I also question the technology to fulfil the actual look. Furthermore, since all the techonologies are being so sophiscated, imagning myself in the world that bases everything on technology, I would feel scared rather than in awe..
- Do you think you would like to go shopping with these smart mirrors installed? Why? What aspects do you like or not like about it?
- Is there any techonology that could replace or enhance the shopping experience? Or can you think of fashion shows which uses high-technology.
Works Cited
In this fast pace technology world, i agree that this will benefit customers. I know as a customer myself when shopping at my regular stores I know what size I wear and that technology would help me decide on new items faster and I can avoid the dreaded fitting room line, I like it because it will save me a lot of time shopping. A fun new way to try on clothes will definitely help a company’s appeal.
Right. It will definately benefit customers and for you too. Maybe you could be the next respondent can talk about smart mirrors!!