Recently, I saw a compelling advertising in Youtube by incident that described a television interviewer investigated some passerby randomly whether they remembered their landline number. But the result was that they all did not bear that number in their mind. It told us that the speed of technological development was so astounding that people have given up using out of date technology that was invented before several years.

However, as a matter of fact, landline was not taken place completely by mobile phone and some companies still kept it as a method to contact their consumers. As if traditional paper books was also not replaced by kindle. You could still caught sight of a paperback book being held by some busy man in London underground.

 As Hegel said, what is real is rational, what is rational is real.     Therefore, whichever model continue existing in the world due to some reasonable reasons.

As if magic mirror appeared in Channel make-up counterIn some period of time, a group of people discussed when magic mirror overthrown the realm of brick and motor clothing and make-up store. This is a trivial but unnecessary debate. Tradition fitting model still exists in majority of clothing store. Only few clothing stores such as Tory Burch and Pepe jeans implemented the new customer experience.

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Customer experience of a new technology indicated that it was regarded as a marketing methods to attract more customer but could not widespread across over the world. The trailer of magic mirror told us that it reduces the cost of inventory and is convenient to try on different clothing by tapping several simple button. However, do not be led into the tempting trap!

Firstly, when preparing to purchase the magic mirror as prophase investment, you would discover the cost of it was so costly. Through the online price sheet, £5900 is the bottom price for every mirror. For some high street brands such as HM, the cost of every summer clothing might be from £5 to £10. £5900 is equal to stock over 590 clothing in inventory.

Secondly, virtual clothing could blind our eye so that we cannot see the original appearance of clothing in our body. The frequent situation was you were not sure to choose which suitable size. Small size? Extra small size? The results would cause a variety of customers require to refund their products.

The more such a circumstance occurs, The more customers are dissatisfied. The consequence is  that they churn to other competitor stores. Hence, magic mirror only was applied in some luxury brand as premium service. One particular example is that Burberry flagship store in London promoted magic mirror for those VIP customers. They could enjoy not only different fitting experience, but also customised clothing. Customers could choose their favourite colour and material to customise a unique clothing with their individual style. Additionally, Burberry store also offered experts to guide customers to match colours and material with their skin and style. These service could reduce the fitting error which is caused by inauthentic mirror. Meanwhile, it also enhances the cost of labor. That is why Magic mirror only stay in high end level to catch more attention in current phrase, after all it situates in an immature development stage.

The new fitting experience brought new trend for clothing industry with its concurrent advantages and shortcoming. It explored to capture whole the clothing and make-up industry with fast-growing technological development as well. We believe that new technology will make virtual world become more authentic.

Reference:

Fortune(2015). [online]. 15th October, 2015 at: http://fortune.com/2015/10/08/rebecca-minkoff-technology/