Macy’s announces new 'magic' fitting room

New York City Macy’s has joined forces with digital marketing and technology agency Lbi to install an interactive fitting room at its Herald Square flagship in Manhattan. Macy’s “Magic Fitting Room” features a large-scale mirror with multi-touch technology that interacts with a multi-touch tablet and lets customers browse, shop and "try-on" the latest must-have items virtually. Customers can flip through the latest tops, dresses, bottoms and coats to make up complete outfits and then send the whole experience to their Facebook page.

The installation debuted on Sept. 10 for Fashion's Night Out and since then thousands of people have emailed, texted or posted their experience to Facebook. It will remain in place until November.

"We couldn't be happier with the Magic Fitting Room," said Joe Feczko, senior VP innovation, Macy's Marketing. "Reaching out to and engaging with the digital savvy, young consumer is something all retailers are striving to do. The Magic Fitting Room marries together our goals as a marketer and consumer's expectations perfectly."

The fitting room is located on the first floor between the main escalators.