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.
Table of Contents
1. Introduction
2. Literature Status and Review
3. Smart Technologies in Fashion Retail
3.1. Smart Digital Fashion Stores
3.2. State of the Art: Smart Retail Technologies in Fashion
4. Smart Mirror Technology in Fashion Retail
4.1 Definition
4.2 Advantages and Chances of Smart Mirrors in Fashion Retail
4.3 Risks and Challenges of Smart Mirrors in Fashion Retail
5. Empirical Method
6. Empirical Analyzation
6.1 Empirical Findings
6.2 Discussion of Empirical Findings
7. Conclusion
Research Objectives and Key Topics
This paper examines the opportunities and risks that Smart Mirror Technologies (SMT) offer to customers at the point of sale in brick-and-mortar fashion retail stores, shifting the focus from retailer-centric benefits to a customer-centered perspective.
- Evolution of Smart Digital Fashion Stores
- Implementation of interactive in-store technologies
- Customer perception and acceptance of Smart Mirrors
- Empirical analysis of consumer insights through survey data
- Data privacy and security considerations in retail environments
Excerpt from the Book
4.1 Definition
It seems useful to start with a short introduction what is meant when talking about the terms SM and SMT in fashion retail environments. Since those technologies are relatively new as well as used for different occasions and exist in numerous versions equipped with differing features, it’s difficult to define those technologies with a few sentences – but in terms of simplification and to offer a basis within this work a broad definition is introduced hereafter.
In general, it can be stated that a SM is a digital tool that implements and combines aspects from a mirror and a computer. Practically that means, customers can see the garments they’re wearing and get information about the product, other products, and further relatable details. In distinction to that, when talking about SMT there exist even more different terms and meanings. That’s because SMT are a relatively new concept and therefore no categorization exists where this technology can be framed yet. Furthermore, although applied by brands in different ways resulting in some significant differences between each, those technologies are often used as equivalents (Fernandes & Morais, 2021). Thus, it’s essential to clarify these different tools.
Summary of Chapters
1. Introduction: Presents the challenges faced by traditional fashion retail due to e-commerce and sets the research focus on Smart Mirror Technologies (SMT) from a customer-centric perspective.
2. Literature Status and Review: Discusses existing academic research on digital innovations in retail and highlights the gap regarding specific customer experiences with in-store technology.
3. Smart Technologies in Fashion Retail: Provides an overview of the "Smart Digital Fashion Store" concept and reviews current state-of-the-art digital tools being tested in the fashion industry.
4. Smart Mirror Technology in Fashion Retail: Defines Smart Mirrors, categorizes them, and explores their specific advantages, risks, and challenges within the retail environment.
5. Empirical Method: Describes the design and execution of the online survey conducted with 100 participants to gather qualitative customer data.
6. Empirical Analyzation: Presents the findings regarding consumer awareness and preferences, followed by a critical discussion of these results.
7. Conclusion: Summarizes the study’s results, confirming the potential of SMT to enhance the customer experience despite some concerns regarding data privacy and the continued value of human interaction.
Keywords
Brick-and-mortar fashion store, fashion retail, Smart Store, Smart Mirror, Smart mirror fashion technology, digital initiatives, consumer experience, Point of Sale, omni-channel, technology acceptance, data protection, retail innovation, augmented reality, virtual dressing room, customer loyalty.
Frequently Asked Questions
What is the core focus of this publication?
The paper investigates the opportunities and risks of implementing Smart Mirror Technologies (SMT) in physical fashion stores, specifically focusing on how these tools impact and are perceived by the end-customer at the point of sale.
What are the primary themes discussed?
The main themes include the transformation of traditional retail into "Smart Digital Stores," the classification of interactive in-store technologies, customer experiences with such tools, and the balancing of technological innovation with privacy concerns.
What is the main research question of this study?
The research seeks to answer: "Smart Digital Fashion Stores – What opportunities and risks offer Smart Mirrors for the customer at the point of sale in brick-and-mortar fashion retail stores?"
Which scientific approach was adopted?
The author conducted empirical research using an online questionnaire, in which 100 participants shared their opinions, preferences, and experiences regarding digital tools and Smart Mirrors in fashion retail.
What does the main body cover?
The main body reviews the literature on retail digitalization, defines Smart Mirror technologies, analyzes the advantages and risks for consumers, and presents the results of an empirical survey on customer acceptance.
Which keywords define this work?
Key terms include Brick-and-mortar fashion store, Smart Mirror, consumer experience, Point of Sale, omni-channel, and retail innovation.
Do customers actually want to use Smart Mirrors?
According to the survey, customers have a positive image of Smart Mirrors and are generally open to them, particularly for viewing product availability, checking fit and style, and enhancing the overall shopping experience.
Is human sales staff being replaced entirely by Smart Mirrors?
The study finds that while Smart Mirrors are a serious alternative for certain tasks, 55% of customers still value personal interaction. Sales staff remain preferred for specific advice concerning size and fit.
What are the main risks identified for the consumer?
The primary concerns identified relate to data protection and privacy, as the mirrors may collect information about consumer shopping habits, though the survey indicates that many users do not perceive these as high risks.
- Arbeit zitieren
- Yannick Uppenbrink (Autor:in), 2022, Smart Mirror Technologies in Fashion Business, München, GRIN Verlag, https://www.grin.com/document/1240199
