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DDF: Pepe Jeans to roll out digital changing rooms

Pepe Jeans plans to roll out interactive changing rooms to all of its stores following a successful trial in its new Regent Street flagship in London.

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Luis Monserrate, online director at Pepe Jeans, told delegates at the Drapers Digital Festival in London today that the brand was extending the initiative following a positive reaction from shoppers.

“It is working really well and we’ve had really good feedback, so we’re preparing to roll that out to all of our stores.”

The changing rooms automatically detect which items shoppers bring in using RFID (radio frequency identification) technology. An interactive screen then displays products that may go best with that garment and offers the option to order different sizes and colours.

“It is all about engagement and convenience – they are the two key things when looking at new digital technology. The culture of the company is really important. The environment is evolving so quickly, so you need to have someone at the top that understands that,” he added.

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