Selected opens tech-enabled store in Beijing


Selected, part of the Bestseller Fashion Group, has opened a tech-enabled store in Beijing aiming to elevate its image as an aspirational brand in the Chinese market.

The store features smart mirrors in its fitting rooms, pocket-sized screens providing additional product information, as well as a live social media feed.

The technology is meant to impress the Chinese customer, who is already quite adept with connected experiences. For example the magic mirrors in the fitting rooms are equipped with functionalities that allow shoppers to swipe through outfits to find the perfect match. It further allows them to to share their favorites through Chinese social network WeChat.

A selection of “Debrief” screens are otherwise located throughout the store in digestible pocket-sized formats, which allow consumers to access additional product information, education on material composition, as well as styling inspiration.

A live social media feed is shown on a screen behind the checkouts evoking a sense of constant newness for the store’s customers. There are also reported projections and kinetic signage in place.

The concept, dubbed “Future You”, will roll out across a series of Selected’s stores in the Chinese capital.

Jack & Jones and Vero Moda, two further brands in the Bestseller Fashion Group, also experimented with in-store technology in China last year. In two smart stores, located in Shenzhen and Guangzhou, the brands launched facial recognition kiosks that allowed customers, once registered to the Tencent powered technology, to check out using only their faces – without the need for cash or a credit card.

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