H&M Adding Smart Mirrors to Sister Brand’s Stores

H&M Group (Stockholm, Sweden) is launching a tech-driven pilot in U.S. stores of its sister brand COS with the goal of reducing friction in the shopper experience.

Through various in-store technology, the company will aim to provide shoppers with faster payment and checkout options, personalized styling recommendations and upgraded delivery/return options.

New tech solutions include smart mirrors in fitting rooms that recognize products brought into the room, including the item, size and color. The mirrors also offer personalized recommendations.

On the store floor, other types of smart mirrors can be used for virtual try-on and styling. The first smart mirrors will be installed in COS’ store in Beverly Hills, CA.