This blog post contains my thoughts and commentary on Francine Kopun’s article in the Toronto Start entitled “Kinect technology lets shoppers try on virtual clothes”.
Summary:
In this article, Kopun discusses a new product called Swivel, which combines Xbox Kinect technology and other patented systems to create a “virtual change room”. Swivel is designed for a customer to stand in front of a mirror-like screen and from there, he/she can choose what product they would like to try on. Instead of physically putting on different outfits, Swivel projects an image of the customer wearing the selected product.
A customer trying on a virtual purse
Disruptive Innovator or Cool Idea?
One of the last disruptive innovations in the clothing industry was the creation of online shopping. In order to stay competitive, all major clothing retailers had to adjust their operations to include a forum where consumers could buy online. The reason I have brought up the example of online shopping is to compare it to what Swivel has brought to the table. It’s true that Swivel carries a certain uniqueness and provides services that can significantly speed up the shopping experience, but I don’t think it will have as big of an impact on this industry as something like online shopping. My reasoning is that if someone doesn’t want to take the time to try on clothes, they probably don’t want to take the time to go shopping either. I think the reason people go into stores to shop is so that they can not only see what they would look like in an outfit but also how it feels on their body. That being said, Swivel not being able to simulate how clothing feels is the major reason why I don’t think the industry will adopt this innovation.
Moreover, I believe this system is ineffective because of the clothing industry. I think that the shopping experience has almost reached a point of saturation as far as the addition of current technology. I think this is because of extreme variance of consumer preferences and body shape.
Going forward, I think Swivel is a intriguing idea and can be a good thing for large companies to have in a few of their largest stores to attract consumers. But on a large scale, I can’t see it being practical for clothing companies to incorporate this new technology into their operations because I don’t beleive the practice of trying clothes on can be effectively replaced, at least not with the current technology.
Women trying on virtual Dress using Swivel.
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