Polo Ralph Lauren has this week unveiled interactive fitting rooms in its New York flagship store on Fifth Avenue, as it looks to blur the boundaries of physical and digital retailing for its customers.

Shoppers can tap the smart mirrors to ask for assistance or request different sized items, while the system can also be tied into the retailer's follow-up marketing strategies, allowing customers to complete a purchase on the web at another time.

The new offering, dubbed the Oak Fitting Room, has been created by tech start-up firm, Oak Labs.

Fashion industry news outlet Women's Wear Daily reports that Ralph Lauren has purchased 16 of Oak Labs' mirror units, of which half are being deployed in the Fifth Avenue store. The remaining mirrors, the publication says, will be placed in a selection of Ralph's high-performing markets in due course.

Ralph Lauren's unveiling of smart mirrors is the latest deployment of new in-store technology from a premium brand, with high-end retailers seemingly keen to experiment with new interactive tech to enhance the traditional shopping experience.

Tommy Hilfiger, for example, is now using virtual reality technology to place its store customers on the front row of its famous runway shows.

Tommy Hilfiger is also introducing interactive tech to its flagship stores (image credit: Business Wire)

Since last month, customers shopping in the retailer's 5th Avenue store in New York can wear a headset and view Tommy's autumn collection runway show, in 3D. The technology, which will also be placed in stores in London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich and Moscow, gives customers a unique way to experience the latest fashion ranges.

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