The John Lewis StyleMe mirrors will be located in the retailers Oxford Street store in London

The John Lewis StyleMe mirrors will be located in the retailer's Oxford Street store in London

Department store operator John Lewis has begun trialling a virtual fashion mirror at its flagship department store in London.

The 6ft by 3ft John Lewis StyleMe mirrors, developed by technology specialist Cisco, in-conjunction with C-instore, Aitech and The Team, each have cameras to capture shoppers' body dimensions and position.

The virtual changing room allows customers to see how they look in an outfit without getting changed and saves time by providing access to hundreds of fashion items in one location, the company said.

The virtual mirrors superimpose clothing over the customer's on-screen image.

The Virtual Fashion Mirrors also allow shoppers to create a virtual collection which they can opt to have emailed to them, including images of their selected items and the QR codes, which link to johnlewis.com. Shoppers can then share their new look with friends and family via social networking sites such as Facebook and receive feedback before purchase.

Andrea O'Donnell, commercial director at John Lewis, said: "We strive to have a market leading approach to innovative new technology and providing our customers with the very best shopping experience. We think our virtual fashion mirrors will be a lot of fun for our customers and we hope they will enjoy experimenting with them, as much as we have." 

The virtual fashion mirrors will be in the women's wear department on the first floor of John Lewis Oxford Street for six weeks, from 20 April. 

The mirrors will be a permanent feature in the retailer's first flexible department store, which opens in Exeter this autumn, if the trial is successful.