33. Disruptive Fashion?

Seeing what an outfit might look like on you without actually having to put it on would be a pretty sweet deal, right?

In this Japanese spot for Google Chrome by Wieden+Kennedy Tokyo, a group of friends are able to model clothes for each other…using a projector! Take a look.

While watching this ad, all I could think about was how something like this could be a disruptive business idea for a clothing store.

There could be a booth in the store that has a simple computer set up inside. Customers could search through an online catalog of sorts that displays all the clothes currently available in the store. They could put together an entire outfit, including shoes and accessories! They could even choose their size. Once the outfit is all put together, it could be projected onto a wall, just like in the Google Chrome ad. People could see whether or not they liked the outfit they’d put together. If they did, they could print out a little image of it (hey…a good use for the Little Printer we talked about in class) to reference while they shopped. They’d also be given the choice to swap articles of clothing and create a different outfit. To tie digital into the mix, from the booth in the store they could take a picture of themselves in the projected outfit and upload it (using the booth’s computer) to their social networking sites to share with their friends! It could be a simple one or two click process to do this.

I’ve seen this projector technique used in a furniture store before, but it was at least 12 years ago, leaving quite a bit to be desired from the technology. They had a white couch set up in a room opposite a wall that had a projector in it. The projector was full of image slides that had different couch fabric patterns. You could stand and watch the different fabric options change as the projector flipped through the slides. I always loved going to this store with my parents just to hang out in the room with the couch. Because it was quite a long time ago, the colors from the projector didn’t show up nearly as well as the clothing colors do in the Google ad, but the idea is definitely similar.

Nordstrom’s has done something similar to this idea in the past by creating a photo booth in the girls’ dressing room.

I love this idea, but I think they could have taken it one step further by giving girls the option of uploading their photos to the web directly from the machine. Zeus Jones even mentions how their research taught them that young girls use social networks to express themselves. It would have been the perfect final step.

Because this projector idea is already being used in the ad, I don’t know if I’m allowed to call it disruptive; however, I think this fun technique of being able to get an idea of what an outfit would look like on you has the potential of being a great addition to a clothing store that is up to the challenge of creating it.