Project Profile: Bloomingdales Testing Augmented Reality Virtual Dressing Rooms

September 10, 2012 by Dave Haynes

US fashion retailer Bloomingdales is in the middle of a limited term test of an augmented reality/interactive screen application that lets people virtually try on clothing.

The chain is working with FaceCake Marketing Technologies and Microsoft, using Kinect, on something called Swivel – which is referred to as a 3D virtual dressing room.

Chain Store Age reports how to use Swivel, the customer steps in front of the screen, chooses her preferred look with a wave of her hand, and then sees the look displayed on her image in real time on the HD flat screen. The customer can instantly share the image via email and social media channels that are built into the technology.

In addition, the technology has a data base component that provides real-time and/or daily reports on what looks (or products) are generating the most interest.

The test is running at 20 Bloomingdale’s locations nationwide, includingt the NYC flagship, from Sept. 6 -16. The promotion/test “is timed to coincide with the retailer’s semi-annual HOT event, which celebrates the best trends of the season. Approximately 150 pieces of clothing and accessory products from the HOT event are available for try-on using Swivel.”

The NCY flagship is also showing off a “Printing Dress.” Developed by Microsoft Research, the dress is mostly made of paper and  incorporates computer components. It has an integrated projector and somehow or other showcases tweets in real time on the hoop of the skirt.

The main store also has a version of the virtual mannequin featured in a street-level window.