'Smart dummies' in clothing stores soon

A lot of interest

Iconeme dummies will get a beacon that can send data to smartphones in a 100 metre radius and, with the right app installed, they can get direct information about the clothing and the store location.

Customers also get a direct link to the product page in the store’s web shop, with the option to save certain looks if they wish to watch it at a later time or to share information with their friends through social media.

The company says several UK and US-based retailers have shown an interest in its technology, which fits the current trend of blurring the line between online and offline shopping, it said. According to Google, 84 % of all shoppers use their smartphone as they browse through the store.

“Installing this technology in mannequins ensures it occupies a prime location and an ideal focus point for shoppers, whether they are in the store itself or just passing by the window”, Iconeme’s Jonathan Berlin told Business of Fashion.

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