A customer controls the mirror with an iPad, instructing it when to start recording or take photos. Then he or she can try on additional outfits, and compare video footage. Two outfits can be looked at side-by-side, and the mirror stores as many clips as the customer wants. So a customer could try on a dozen looks, take videos of each, and quickly compare how each look.
There’s also the option to e-mail videos or photos to friends for their input, or share on social media.
The MemoryMirror isn’t technically a mirror, but a 70-inch screen with a camera on top that films the consumer. MemoMi founder Salvador Nissi Vilcovsky says the secret sauce is its perspective distortion correction, which automatically sizes the mirror to fit the customer. So no matter if you’re standing four feet in front of it or 10 feet away, it proportions the mirror so the customer fills the shot.
“The world is going in the direction of in-store devices and personalization. We want to make these devices as cheap as possible and give these services not only for luxury brands,” said Vilcovsky. Nordstrom and Rebecca Minkoff have also dabbled in the smart fitting room space, using eBay technology.
MemoMi is working on adding features to its MemoryMirror that allow a customer to see how they look in different colors or patterns of the clothes they’re trying on. Vilcovsky also envisions one day technology such as this being available on consumers’ televisions.
Neiman Marcus appears committed to making technology an integral part of its stores. This week the retailer also unveiled in some stores touchscreen tables that let shoppers browse its in-store and online inventory.
Late last year Neiman Marcus update its smartphone app with a feature that lets you photograph shoes or a bag, and the app will find something similar. So if you see a pair of shoes you love somewhere, the app can find you a similar pair from just a photo. I tested it on a handful of my shoes and my backpack, and generally found the matches were appropriate.
*This post has been updated to reflect that the mirror is not physically located in the fitting room.