- H&M’s fully launched smart mirrors in fitting rooms at its new Soho location in New York City.
- The smart mirrors scan the items you bring in the room and shows a virtual display on the mirror.
- The mirror recommends items and allows consumers to request different sizes and colors.
H&M’s new Soho store in New York City is the first to fully launch smart mirrors in its fitting rooms.
The smart mirrors in Soho identify customers’ items, provide product recommendations, and let customers request different sizes or colors from the fitting room.
H&M implemented the smart mirrors after announcing the new technology in 2022 and testing a previous model at an H&M Williamsburg pop-up location.
H&M has experimented with other tech, like voice interactive mirrors at its flagship store in Times Square. The mirror was activated through facial recognition and offered selfies, style advice, and discounts.
While the Soho smart mirrors aren’t the first of their kind, the technology hasn’t quite made it to mainstream retail stores yet. Other brands have tried out similar technology, though, including Ralph Lauren, Neiman Marcus, Superdry, and Speedo.
The mirrors are part of a broader attempt to implement tech-enabled in-store shopping solutions, according to an H&M press release announcing the launch in 2022. Other changes include seamless payment methods and upgraded delivery and return options.
