With the Internet revolutionising the way we shop, customers are increasingly avoiding dressing rooms, opting instead for the comfort of online shopping that usually offers liberal return policies. In a bid to entice customers back, some shops have been testing various amenities including so-called intelligent dressing rooms that allow users to “try on” different items without having to actually change clothes.

Yael Kochman is the organiser of the event: “With technology you can change the way that people consume fashion, whether it’s online or in store, in real life, you can also do an omni-channel experience and combine the online and the offline together, and those startups really take it to the next level,” she said.

Omni-channel retailing is a multichannel approach that seeks to provide the customer with a seamless shopping experience whether online, by phone or in an actual shop. The startup ‘Infime’ has developed an app that helps women chose lingerie in the right size without having to try it on, by measuring the body in 3D.

The aim is to combine modern technology with a stylist’s expert knowledge to reduce the time it takes to chose an item.

“The technology itself is actually looking at so many points, 140 points of our body, and this information tells you precisely what your size is so that allows you to actually better understand: Okay, with this information, which we called the size ID, shape ID, you will be able to determine what your size is and you will also be able to know what size you are with what brand,” says Lui Tong, General Manager of Private Shop Limited.

But there are privacy implications to collecting such personal data. The shop says all the digital images taken of customers are deleted after the scan. Measurements will only be kept in the company’s database for future purchases if the customer gives her consent.

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