Japanese retailer Ikebukuro have trialled a virtual dressing room concept which uses a camera to scan the customer's body and browse Urban Research clothes and try them on virtually in the store using augmented reality. The screen in the virtual fitting room responds to the user’s movements in real time and simulates how the clothing moves and how it fits. Ikeburkuro intend to roll out around 100 of these units if the business case is proved. Retail-innovation has seen many similar concepts and the reason we haven't seen any of these concepts go beyond pilot mainly due to the high cost of capturing and preparing the specialist content specifically for the digital dressing room.