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Mango and Vodafone partner to launch interactive fitting rooms

Fashion is meeting communications as Mango is linking up with Vodafone to open digital fitting rooms in key stores globally. It follows a number of collaborations by the two businesses in Internet of Things (IoT) projects.

The fitting rooms will be rolled out in Barcelona and New York and use digital mirrors developed by Vodafone and Jogotech.

Shoppers using them can scan items while in the fitting room and contact store staff via the mirror to ask for alternative items. And the mirror will also suggest extra items that will work with the pieces they’re trying on.

It’s part of a wider strategy on the part of Mango that’s looking at how to blend the physical with the digital and reach out to shoppers.

Guillermo Corominas, chief client officer at Mango, added: “We see the future of retailing as a blend of the online and the offline. These new fitting rooms are another step in the digital transformation of our stores to create a whole new experience for our customers.”

Mango had already announced that its m-commerce sales had exceeded sales via a traditional computer during the Christmas period. The company has a target of e-tail sales overall accounting for 20% of its total, from 13% at present.

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