Mango launches digital fitting rooms

Mango digital fitting room

Mango’s digital fitting room

Mango is the latest fashion retailer to be exploring digital fitting rooms, creating an “Internet of Things mirror” in partnership with Vodafone and Jogotech.

The experience allows shoppers to scan the tags in the items they have brought in to see suggestions of pieces that would complete the look, as well as be able to request different sizes and colors of the ones they’re trying on. Sales associates are alerted via a digital watch.

The mirrors currently exist in the brand’s new flagship store in Lisbon, and is being tested in other cities worldwide. The aim is to roll the digital fitting rooms out to all of the company’s top stores.

According to the team, this is the first phase of a digital transformation project for Mango designed to create new ways for customers to engage and relate to the brand.

Mango’s chief client officer, Guillermo Corominas, said: “This is a really exciting project for Mango. We see the future of retailing as a blend of the online and the offline. These new fitting rooms are another step in the digital transformation of our stores to create a whole new experience for our customers.”

Vodafone’s director of Internet of Things, Stefano Gastaut, added: “This project helps put more power at the shopper’s fingertips and will bring Mango closer to its fashion conscious shoppers and offer them more options and experiences than a conventional fitting room.”

Other retailers experimenting with this sort of technology have included Rebecca Minkoff, Ralph Lauren and Tommy Hilfiger. The latter has made it a standard part of the refit of its Regent Street store, dubbed its “store of the future” in London.