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The Challenge
Macy's recognized that the legacy of "Bricks and Mortar" commerce has come under increasing pressure to enhance the in-store retail experience and get in touch with the younger consumer set. For the "Find Your Magic" campaign for fall 2010 they came to LBi to create an interactive environment that would embody the spirit of a "magical" fitting room and would also connect consumers to their digital and social networks. Once again our watershed Social Retailing Technology was brought to bear with new advancements and updated capabilities, all to launch at Macy's Herald Square on the biggest fashion night of the year - Fashion's Night Out.
The Work
Drawing on extensive research in concert with LBi's Social Retailing Technology we created a self guided virtual fitting room experience. Within a matter of minutes people can virtually try on the hottest tops, dresses, bottoms and jackets from the Macy's "Hot List." With thousands of outfit combinations, users can create up to sixteen outfits (48 items) to be placed in their "digital closet." Once complete, the whole experience can be sent to Facebook, SMS or email.
Microsoft Windows 7 using WPF gesture control was used in collaborative harmony with Apple's iPad to create this application and give users a flawless gesture-based experience. The Multi-Touch 72x42' mirror is an Infra Red 1024 simultaneous multi-Touch solution. Users browse with their fingertips through the iPad and with a "flick" of their fingers they can virtually size any of the garments to themselves in the mirror.
The Outcome
The "Magic Fitting Room" debuted on September 10, 2010 and in its first weekend over a thousand users went through the installation. Over the next six weeks there were more than 16,000 magical fitting sessions completed. Of those sessions approximately two thirds used Social media to share their experience with friends and family. Brand awareness increased with global press and blog coverage and numerous articles in global newspapers, trade journals and website around the world.