Dive Brief:

• Upscale department store Neiman Marcus continues its tech push with the announcement of its “MemoryMirror,” which it developed through its Neiman Marcus Innovation Lab (iLab) with Palo Alto, CA-based MemoMi Labs.

• The essentials of the “MemoryMirror” will be familiar to anyone who uses an optical app like FaceTime — video capture that allows shoppers to view and save 360-degree images and video of outfits they try on, including side-by-side comparisons of different try-ons.

• Shoppers can review their try-ons and share them with friends for feedback, and sales associates can ping them with further recommendations. The video capture or still images can be viewed in-store on a mirror-sized platform or saved to a smartphone.

Dive Insight:

This is the kind of technology that could help smooth out the separation between in-store and virtual shopping, though it all depends on how much it catches on. As maddening as dressing-room mirrors are, customers may find that they’re superior to the video provided by these so-called “MemoryMirrors.”

Further, retailers don’t yet have a good sense of when consumers get nervous about privacy when it comes to things like iBeacons, personalization, and now video capture. It’s an area to watch closely.