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Brief Published: 9 Nov 2015

Rigby & Peller: 3D Fit Tech for Luxury Lingerie


Prestigious UK lingerie label Rigby & Peller is updating the traditional lingerie retail experience by placing cutting-edge digital body-scanning tech in the fitting rooms of its Knightsbridge flagship in London.

Eliminating the traditionally lengthy measurement procedure with a bra fitter, camera-based technology embedded into a smart mirror merges one strap measurement taken by a sales associate with a recorded 140-point scan. Customers turn in a full circle wearing their current lingerie while the camera scans their chest measurements.

The analysed data is translated into an algorithm that generates suggestions of suitable bra styles and colours. These are displayed on a stylist's tablet outside the fitting room for one of the staff members to retrieve.

In addition to the individualised lingerie recommendations, the mirror also takes pictures of the customer in every product – saving them to a personal profile referred to as Shape ID stored in a brand database. At this stage, the profile is only accessible in-store (there is no e-commerce or mobile app component) – presumably as an incentive to lure consumers back, as well as providing the brand with invaluable data for product development.

For more on 'magic mirrors' and tech-fuelled fitting rooms, see Future-Facing Fitting Rooms and Neiman Marcus iLab: Interactive Retail Fixtures. For more on the advanced fit-focused technologies helping to minimise online returns, see Virtual-Fit Tech for Fashion 2014 and Virtual Fitting Rooms.

Also look out for our report Bricks & Bytes: Evolving into the Smart Store, publishing in January 2016.