Mango to roll out digital fitting rooms with Vodafone

European fashion retailer Mango is planning to introduce digital fitting rooms in key stores around the world, as part of a partnership with telecoms business Vodafone.

The move is part of a wider Internet of Things (IoT) play, which has seen the two companies collaborate on various in-store projects.

The digital fitting rooms – which are set to be rolled out to Mango stores in the company's home city Barcelona and international locations such as New York – are based on digital mirrors designed by the retailer and developed by Vodafone, in association with Jogotech.

Shoppers using the equipment can scan fashion items in the fitting room and then contact shop floor staff directly from the mirror, via a digital watch, to request different sizes or colours. The mirror also includes a feature that suggests additional clothes to complement the consumer’s original choice.

These developments in IoT at one of Spain’s largest retailers are an early part of Mango’s digital transformation project, which includes looking at new ways of merging features of physical retail with the online world, and building new brand relationships with shoppers.

Guillermo Corominas, chief client officer at Mango, added: “We see the future of retailing as a blend of the online and the offline. These new fitting rooms are another step in the digital transformation of our stores to create a whole new experience for our customers.”

Mango has reached a number of digital landmarks in recent months. It announced earlier this year that sales via mobile devices exceeded those on PC or laptop for the first time during the recent Christmas period.

In 2017, sales via mobile devices and tablets represented 52% of total eCommerce trading, up by 8% year on year. Visits via mobile devices now reportedly account for seven out of every ten visits to Mango’s digital assets.

Online sales currently account for 13% of total group turnover at Mango, and by 2020 the retailer wants eCommerce to account for 20% of total turnover.