We’re giving window shopping a whole new meaning at our flagship store on Jermyn Street as our mannequins can ‘tell’ you what they are wearing.

We are proud to be one of the first retailers to trial this state-of-the-art technology developed by Iconeme which provides information to app-users about the clothes and accessories on display. Of course if you prefer human interaction our knowledgeable sales assistants are always on hand to help, but if you happen to be walking past our store outside of opening hours our mannequins will be able to assist you instead.

House of Fraser has also introduced the technology at its buy and collect store in Aberdeen where customers already use iPads, computers and interactive screens to order fashion brands for home delivery or store collection. The mannequins have also been installed at the Bentalls department store in Kingston upon Thames.

Designed specifically for visual merchandising, the technology enables customers to receive details via their smartphone about the clothes on display and allows retailers to engage with consumers who are shopping in, or passing by, a store. To access this technology, customers can download the free Iconeme app for iOS and Android, which they can then use while shopping in one of the participating retailers.

When a customer with an Iconeme app is within a 50 metre range of the VMBeacon enabled mannequin, they will receive an automatic alert about the content they can access. This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store. Customers can also see more detailed photos and descriptions of the products as well as save looks for later, share with friends and access additional offers and rewards. 

Window display at our flagship Jermyn Street store

Hawes & Curtis’ Brand Manager Edward Smith said: “We chose Iconeme because we want to develop a greater engagement with our customers.

“Our visual merchandising team help bring our products to life in the windows and now we can have a better understanding of how this impacts the man and woman in the street.

“The VMBeacon also works 24 hours a day, so we can have instant feedback and instant sales as a result of our displays, even if the store is closed. It’s a complete game-changer for the retail industry and we’re delighted to be in it from the start”

London-based design and technology specialist Iconome launched the VMBeacon-enabled mannequins in stores across the UK on August 12 in what it claims to be a world first.

Jonathan Berlin, co-founder of Iconeme said: “This technology will change the way people shop on the high street, as it brings together both on and offline retail. Research shows that customers already use their smartphones while shopping in store, but until now, the retail industry hasn’t realised the full potential of this.

“The VMBeacon creates a completely new dimension to the shopping experience, by combining the consumer desire to be connected on the go, with the bricks and mortar store.”