Imagine being able to try on 10 different pairs of jeans in 10 seconds.
Now, imagine they all fit. Perfectly. And come in the exact shade and
style you prefer.
That's what happened to Maryland resident Veronique
Vonlanthen, when she stepped into a Me-Ality digital sizing station at a
Washington-area Bloomingdale's department store, and came out with a
list of sizes and brands that were just right for her.
definitely easier than trying them all on," she said, adding with a
laugh, "I'm hoping it will find something that makes me look skinnier
Similar to an airport body scanner, the station is
part of a new trend in high-tech sizing technology that could help lure
people away from online shopping and back into brick-and-mortar stores.
important difference sizing stations don't take images of customers'
bodies, something many travellers objected to when they were going
through airport security.
The futuristic-looking device is located right on the sales floor, nestled in between the racks of clothes and store displays.
step into a round compartment with clear sides, hold their arms out and
wait as a laser scanner tracks a circle around them, using radio waves
to measure their dimensions.
"It takes 200,000 data points of your
body, basically reading the water molecules in your skin and then
matching these very exact measurements to the different sizes that
correspond to every brand of denim that Bloomingdale's carries,"
Me-Ality regional manager Ahmed Aslam told RIA Novosti.
says a majority of women shoppers struggle to find clothes that fit, as
evidenced by an estimated $45 billion in clothing that is returned to
stores nationwide every year because of poor fit.
really does change from style to style and brand to brand, and it gets
frustrating to try on so many. This is really about customer service,"
After about 10 seconds, the scanner spits out a
personalized shopping guide that lists the shopper's size and recommends
styles and brands.
Vonlanthen was pleased to find several styles
and brands she wouldn't have tried, and said she would use the guide to
help choose things she might not have noticed before.
stations are popping up in upscale locations all over the US. So far
there are roughly 30 in shopping malls nationwide. They can measure both
men and women for a variety of clothing styles and brands.
is the first department store to use sizing stations, adding them at
five of its locations in Maryland, California and New York. So far it's
limited to women's denim, but that could expand in the future.