The retailer introduces Magic Mirror, a virtual method to sample clothing.

Using a unique blend of augmented reality, app technology, and social media, Macy’s and LBi have re-invented the dressing room experience for New Yorkers visiting Macy’s Herald Square store through November of this year.

Customers enter a dressing booth outfitted with with a 72-inch multi-touch mirror and an iPad. The customer then selects clothing from the iPad application and transfers the items on their body’s image on the mirror with a flick of the wrist. Naturally, photos of customers in various outfits can be shared on their social network using emails or SMS (with the purpose of getting live feedback from their friends).

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