Online retail reshaping fashion shopping

Online retailers and ecommerce sites are launching innovative tools to entice consumers and enhance user experiences.

BBC News reported that Cisco has developed a virtual mirror that will be launched in the U.K. in 2012, which will allow customers to view clothing on their bodies without actually trying the garments on in the store. The virtual mirror places clothing items on images of consumers, and the finished product can be sent to friends via social networks for feedback before consumers make a purchase online.

QR codes are being used by retailers to connect consumers with their ecommerce sites and virtual stores. The codes on advertisements can be scanned by mobile devices, taking consumers directly to an online portal for further product information, purchasing options or other benefits to aid in the decision-making process, the source reported.

These innovations are not only helping clothing retailers engage consumers, but accessory retailers are making strides online as well. According to Retail Gazette, River Island has decided to open an accessories-only store. The retailer will make iPads and other computers available for consumers in their bricks-and-mortar stores, allowing customers to browse products and make purchases online after viewing items in the store.