London - Shoppers who often find themselves in a fitting room wishing they had a second opinion on an outfit can now instantly consult their friends, with the help of an iPad selfie.
Stores are kitting out changing cubicles with built-in iPads so customers can photograph themselves in their potential outfits and share them with friends through Facebook, Twitter or email.
Karl Lagerfeld’s newly opened branch in London’s Regent Street is one of the first to feature the internet-connected touchscreens.
The store also has iPads attached on every rail so shoppers can browse the collection without shuffling through the clothes.
Other retailers are also using high-tech methods to lure customers back to the high street.
So-called smart mirrors now allow shoppers to try on clothes and make-up virtually by superimposing the items over their image, while interactive mirrors bring up relevant video clips and similar outfits.
Burberry in Regent Street has interactive mirrors which react to microchips in the clothes and accessories. Shoppers can stand in front of one holding an item from the display to bring up a video of the look on the catwalk and to obtain product information.
Experts say technology is a vital weapon for businesses when competing with online shopping.
Kate Ancketill, chief executive of retail trend consultancy GDR Creative Intelligence, said: “Shopping, particularly for fashion, is inherently a social activity. It’s no longer enough simply to compete on price or product.” - Daily Mail