Mall, Meet Facebook

Need a second opinion on whether to buy that new dress? Social Retailing™ may soon allow you to “virtually” try on clothing in-store and transmit a live video feed of your image to any email, cell phone or digital device for immediate feedback from friends or family.
Unveiled at the 2007 National Retail Federation’s annual conference, IconNicolson’s concept uses Near Field Communication technology to superimpose clothing on a shopper’s mirrored reflection. The concept then melds live video feeds with text messaging, IM and email interface capabilities right in the fitting room.
Customers can choose from a full complement of styles, colors, patterns and accessories—even if the store doesn’t have them in stock. Clothes can be ordered, purchased and shipped without stepping outside the fitting room.
Through advanced technological design and the immediacy of online social networking, the Social Retail™ concept promises to extend the best of today’s tangible offline and intangible online customer experiences.
Cost Benefit
The online system allows for improved shrinkage and inventory management as well as database development of what’s hot and what’s not, which is sure to be a hit with buyers charged with picking seasonal winners. And, the added benefit of instant approval from friends or relatives could make impulse buys more impulsive than ever.
But Will It Fit?
It remains to be seen whether consumers are so accustomed to entering personal information online that they’re prepared to seed databases across the country with information about friends, family members and themselves.
And let’s not forget why the customer drove to the mall in the first place. It’s difficult to imagine virtually modeled clothing even remotely approaching the experience of the real thing. After all it is all about “You” in this brave new social media world.
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