I tried out the new smart mirrors in H&M's fitting rooms in Soho. I liked the freedom it gave me, but I see room for even greater potential.

Ana AltchekApr 6, 2024, 16:32 IST

H&M's new smart mirrors show a virtual display of items you bring into the dressing room.Ana Altchek

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.

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.

I went to the new store location in Soho to check out the mirrors.

H&M's new Soho location opened in February. Ana Altchek

The smart mirrors are located in the dressing rooms. They have an H&M logo in red at the top of the screen, and you may have to turn them on by selecting 'show screen.'

The smart mirrors look just like regular mirrors but have a logo and a "show screen" button. Ana Altchek

The smart mirrors are located in the dressing rooms. They have an H&M logo in red at the top of the screen, and you may have to turn them on by selecting 'show screen.'

The mirror automatically scans the items and displays them on the mirror so you can view the details and check out different colors and sizes.

You can see the item's description, all the sizes and colors available, and options to style it with.Ana Altchek

If you want to try a different color or size, you can request it on the mirror without having to call over staff outside the room.

If you want to try a different dize or color, you can request it on the smart mirror. Ana Altchek

It will show up as a request while it's on its way to your room.

You can view your requests on the virtual mirror to see if it's in progress.Ana Altchek

Staff members get a notification to fulfill the request and bring your item directly to your clothing room.

The employees come right up to your dressing room to hand off the requested item.Ana Altchek

I liked the freedom the smart mirror gave me to request items without worrying about bothering a staff member.

The smart mirror made it too easy for me to not request a different size. Ana Altchek

Overall, I see a lot of potential with these mirrors and a few more features could transform the experience for customers.

Other smart mirrors have a wider range of tech features that elevate the experience.Ana Altchek

I tried Google's new feature. It's basically a dating app for finding clothes and shoes.

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I tried out the new smart mirrors in H&M's fitting rooms in Soho. I liked the freedom it gave me, but I see room for even greater potential.

I went to the new store location in Soho to check out the mirrors.

The smart mirrors are located in the dressing rooms. They have an H&M logo in red at the top of the screen, and you may have to turn them on by selecting 'show screen.'

The mirror automatically scans the items and displays them on the mirror so you can view the details and check out different colors and sizes.

If you want to try a different color or size, you can request it on the mirror without having to call over staff outside the room.

It will show up as a request while it's on its way to your room.

Staff members get a notification to fulfill the request and bring your item directly to your clothing room.

I liked the freedom the smart mirror gave me to request items without worrying about bothering a staff member.

Overall, I see a lot of potential with these mirrors and a few more features could transform the experience for customers.