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Superdry installs ‘smart mirror’ to let shoppers try clothes on shop floor

Changing room shame could soon be a thing of the past as Superdry installs the first smart mirror at its flagship store in Berlin.

Designed by agency SeymourPowell, the mirror uses customer’s movements to dress their ‘reflection’ in the latest collection. When not in use, the mirror becomes part of the store’s marketing, showcasing the latest products.

Technology and fashion have long been comfortable bedfellows, and this latest use of tech is another great way to highlight its application for retail brands. This gamification makes shopping fun and banishes those worries of bad changing room lighting and vanity sizing.

I’m not sure it will help Superdry sell more clothes, but it’s got the brand talked about as cutting-edge, modern and fun so it’s doing the job in terms of brand awareness.

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Account director at Rich Leigh and Company