Abstract
In order to remain attractive and economically viable whilst supplementing online presence, physical stores need to play to their strengths and engage customers in novel ways. Stores have the possibility to act as experimental arenas, where customers can browse apparel through interactive installations and try on products in semi-realistic situations. For fashion retailers, however, the average fitting room experience is rarely representative of actual use. The product range is often diverse and varies with seasons, which makes it difficult to create a one-experience-fits-all fitting room. In this paper, we present a concept for a new customer experience. By exploiting automatic single item identification using RFID, we propose a fitting room that adapts to the products that enter the fitting room, using video projection mapping, magic mirrors and screens, lighting and sound. This allows different types of customer engagement prior to the point of purchase, opening up new possibilities for integrating product information, recommendations, clienteling and social media. Some expected benefits are illustrated through a set of user scenarios.