Fashion retail enters into a phase of deep technological transformation. If earlier the main role was played by the location of the store or the area of the shopping hall, today the decisive factor becomes the digital ecosystem. Exactly Digital Signage solutions more and more often determine how effectively the space works, how the client interacts with the brand and how quickly the decision about purchase is made.

 

Physical stores no longer compete only among themselves — they compete with e-commerce. Therefore the key task of offline retail is to create an experience that is impossible to repeat online. And here to the first plan come modern advertising technologies that integrate screen solutions, analytics and personalization into a single system.

 

One of the most illustrative innovations became “smart” mirrors in fitting rooms. This is not simply an impressive gadget, but an instrument that changes the logic of fitting, shortens the time of service and increases the average check.

 

Global manufacturers of electronics already for several years actively research this direction. For example, the company LG presented concepts of smart mirrors oriented to the fashion segment. During the exhibition CES 2025 developers CLO Virtual Fashion and Marvelous Designer demonstrated AR Smart Mirror of the new generation — a system that allows to fit clothing in a virtual format without physical changing of clothes.

 

The main advantage of such a solution — absence of necessity to change clothes. The system works by the principle of “4-in-1”: a 3D camera scans the body of a person, creates a volumetric digital avatar, overlays on it the chosen clothing and automatically adjusts it according to the parameters of the figure. All this happens in real-time mode.

 

The buyer sees himself in a new image as if already put on the item. He can compare variants, change colors, combine elements of wardrobe. If the set fits, it is enough to touch the screen — the product is added to the basket.

 

The whole system integrates through an application for digital signage solutions, which synchronizes the mirror with the internal database of products, warehouse stocks and payment solutions. In such a way, the smart mirror becomes a part of a full-fledged digital infrastructure of the store.

 

A separate role is played by multimedia content. The mirror can demonstrate stylistic recommendations, videos from collection shows, information about materials or availability of sizes. This is not simply a visual effect — this is an instrument of persuasion that helps the client faster make a decision.

 

What is a smart mirror?

 

A smart mirror — is a high-technological device that combines a traditional mirror surface with an interactive digital display. Its construction includes a touch screen, depth cameras, motion sensors and software for image processing.

 

The technology allows to implement augmented reality in stores, when the buyer sees not only his reflection, but also digital interface elements, clothing in different variants and personalized prompts.

 

The system forms a three-dimensional model of the body, analyzes proportions and displays how a specific item will look in movement. This is especially important for fashion retail, where the fit of clothing has decisive significance.

 

Besides fitting, the mirror can integrate with loyalty programs, call a consultant, offer complementary products or form individual recommendations on the basis of purchase history.

 

But “smart” mirrors — only one of the innovations. Stores without cashiers, automated payment systems, interactive navigation panels and personalized screens gradually form a new model of retail.

 

All these instruments work within the limits of a single ecosystem, where Digital Signage solutions provide centralized management of content and scenarios of interaction. This allows promptly update information, launch promotions or change communication depending on time of day or audience.

 

The physical store ceases to be simply a place of sale. It transforms into a technological space, where analytics, personalization and modern advertising technologies are combined. Exactly such a model allows retail not simply to compete with online, but to create a unique experience that motivates the client to return again.

 

 

How does a smart mirror work in a clothing store?

 

Smart mirrors for shopping — are not simply an interactive screen in a fitting room. This is a part of the digital ecosystem of the store, which combines analytics, automation and personalized service. In modern retail such solutions integrate with accounting systems, warehouse and CRM, and also interact with digital signage for retail, forming a single client experience.

 

 

Technological possibilities of operation of a smart mirror with a screen

 

1. Product recognition

 

One of the most convenient mechanisms — RFID technology (radio-frequency identification). Each item in the store has an RFID tag, which contains information about the model, size, color and availability in the warehouse.

 

When the buyer enters the fitting room with the chosen product, the built-in reader automatically recognizes it and outputs the data onto the screen. The mirror shows the name of the model, available variants, recommendations regarding style and even complementary products. All information is synchronized with the internal accounting system in real-time mode.

 

2. Interactive control

 

The touch display allows the buyer to fully interact with the system. Through the interface one can change sizes and colors, view alternative variants or receive personal recommendations.

 

In many cases the mirror works in connection with digital displays for shop windows, which ensures a single stylistics and communication of the brand in the entire trading space. The client sees the same collections and looks that are broadcast in the hall, but already in a personalized format.

 

If another size is needed, the buyer can send a request directly through the interface. The employee receives a notification on a tablet and brings the item to the fitting room. This shortens the waiting time and reduces the load on the staff.

 

 

3. Virtual fitting with the use of AR

 

Some smart mirrors for shopping are equipped with augmented reality technologies. Cameras scan the body of a person and create a digital avatar, onto which one can “try on” different models of clothing without physical changing of clothes.

 

This is especially relevant for large shopping centers with high traffic. When queues to fitting rooms exceed a comfortable level, AR functionality allows testing several looks significantly faster.

 

In addition, the system can analyze body proportions and recommend an optimal fit. Exactly here Digital Signage with artificial intelligence are actively implemented, which use algorithms for the formation of personalized prompts and stylistic decisions.

 

 

4. Change of lighting

 

Lighting plays a key role in the perception of clothing. Some mirrors allow switching light scenarios: daytime, evening, office or studio.

 

This helps the buyer understand how the item will look in real conditions. Such functionality reduces the number of returns and increases confidence in the choice.

 

 

5. Connection with staff

 

If the client needs a consultation, he can press the call button through the interface of the mirror. The request is instantly transmitted to a store employee.

 

In some cases the system integrates with QR codes in advertising placed in the trading hall or on labels. Scanning of the code can open additional information about the product, video reviews or the loyalty program, which expands interaction beyond the fitting room.

 

6. Collection and analytics of data

 

Smart mirrors record which products are tried on most often, which combinations buyers choose and how much time they spend in the fitting room.

 

These data allow optimizing the assortment, forecasting demand and forming more precise marketing campaigns. In combination with digital signage for retail this creates a full-fledged analytical system, where the offline store works with data just as effectively as an online platform.

 

In such a way, a smart mirror — is not a separate technology, but a part of a complex digital infrastructure. It combines service, personalization, analytics and visual communication, forming a new standard of interaction between the brand and the buyer in modern retail.

 

 

Advantages of the use of smart mirrors

 

Smart mirrors gradually become part of the digital infrastructure of a modern store. They integrate with CMS for management of content, analytical modules and internal accounting systems, which allows not only demonstrating information, but also building strategic interaction with the client. This is a technology that simultaneously works for service, sales and brand.

 

Interactive mirrors bring benefit both to buyers and to owners of trading points. Their effect manifests not only in growth of sales, but also in improvement of customer service and optimization of internal processes.

 

 

For buyers

 

First of all this is saving of time. A person no longer needs to look for a consultant or leave the fitting room to find another size. Through the interface of the mirror one can instantly send a request and receive the needed item.

 

Comfort also goes to a new level. Thanks to interactive functions the buyer can quickly test several variants of a look, without physically changing clothes. This reduces fatigue and makes the process of fitting more convenient.

 

An important advantage is personalized content for clients. The system analyzes the choice of the user and offers stylistic recommendations that correspond to his preferences. Exactly here Artificial Intelligence is actively applied, which helps to form individual selections on the basis of history of views and fittings.

 

Additional functions — change of lighting, recording of short videos or the possibility to share a look in social networks — create an emotional connection with the brand. In such a way is formed not simply a purchase, but an experience.

 

For stores

 

For retailers smart mirrors — are an instrument of effective management of content. Through CMS for management of content one can centrally update scenarios, collections and recommendations immediately in all stores of the chain.

 

Remote management of content allows quickly launching seasonal campaigns or changing accents depending on stock balances in the warehouse. This is especially important for large chains with dozens or hundreds of points of sale.

 

Thanks to integration with analytics systems the store receives data about behavior of clients. Which models are tried on more often? Which combinations are chosen? How much time does a person spend in the fitting room? Such information helps to optimize the assortment and increase conversion.

 

In addition, automation of processes reduces the load on staff. A part of consultations and selection of products is taken over by the system, which contributes to improvement of customer service without increase of staff.

 

 

Examples of use of smart mirrors in stores

 

Many international brands have already integrated such solutions into their boutiques.

 

– Ralph Lauren installed smart mirrors in flagship stores, so that clients could evaluate the look of items under different lighting and receive additional information about the product.

 

 

– Lacoste uses virtual fitting rooms, which accelerate choice and allow faster forming a set of clothing.

 

 

– H&M tests solutions with the use of Artificial Intelligence for formation of stylistic recommendations directly on the screen of the mirror.

 

 

Such projects demonstrate that the technology moves from the category of experiments into standard practice of large retailers.

 

Technological basis and management of the system

 

Smart mirrors work not in isolation, but within the limits of a single digital ecosystem. They integrate into a system of centralized management of video, which allows coordinating visual scenarios in fitting rooms with content in the trading hall.

 

Through CMS for management of content administrators can оперативно update collections, configure personalized content for clients and control display of materials in different locations.

 

Effective management of content ensures consistency of communication of the brand and supports creation of atmosphere in business. The store transforms into an interactive space, where technologies strengthen visual identity and form emotional perception of the brand.

 

 

Future of smart mirrors

 

Every year technologies become more precise and faster. In the future smart mirrors will be able automatically to determine parameters of the figure, forecast fit of clothing and offer fully ready sets.

 

Deeper integration with mobile applications is expected, so that the client can continue choice at home. Artificial Intelligence will analyze style of the user and form recommendations on the basis of previous purchases and preferences.

 

Smart mirrors — are not a temporary trend, but a strategic direction of development of retail. They change the process of purchase, optimize internal operations and form a new standard of interaction between the brand and the client.

 

In the nearest years such solutions will become an integral part of clothing stores all over the world, transforming shopping into an interactive and technological experience.


Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

 

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!