Smart Mirror Technologies in Fashion Business

Seminar paper from the year 2022 in the subject Business economics - Trade and Distribution, grade: 1,3, Reutlingen University (Fakultät Textil & Design), course: Fashion Business Seminar, language: English, abstract: Due to digitalization, the growth of digital business models, and the ongoing rise of e-commerce in recent years, stationary fashion stores face enormous challenges. In this context, the concept of so-called ‘Smart Digital Stores’ is seen as one promising way to breathe new life into traditional clothing retail. By implementing new smart and digital tools into stationery shopping surroundings, fashion retailers could be enabled to create ‘new’ and unique shopping experiences to – in fact – keep contact with pure and part online competitors. First, this paper tries to examine the concept of ‘Smart Digital Fashion Stores’ by exploring the most promising digital initiatives as well as their key benefits and risks. In the second step, the opportunities for brick-and-mortar fashion retailers especially given by so-called ‘Smart Mirror Technologies’ will be investigated. In contrast to research works done to date which predominantly focused on chances due to digital tools in general respectively for the retailer, this paper pays attention to the customer site. The aim is to explore possible benefits as well as risks of digital features for the customer at the Point of Sale.