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Swedish changing rooms equipped with cameras for fashion bloggers

Malin Nyberg · 14 Sep 2009, 10:51

Published: 14 Sep 2009 10:51 GMT+02:00

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Advertising company Ruth and department store Kfem in the Stockholm suburb of Vällingby have together developed the idea of digital dressing rooms where shoppers will be able to have their pictures taken and available to be posted online straight away.

By the end of September, fifteen departments in Kfem should have the new changing rooms installed.

"Our aim is to catch up on different trends. The bloggers have a huge impact in Sweden these days, so it was an obvious thing to push through," Andreas Petterson, Kfem's marketing manager, told The Local.

Fashion blogger Michaela Forni of Stureplan.se thinks installing dressing room webcams is a great idea.

"It's fantastic. I had some friends who went to the launch of it and they really liked it. Hopefully this will spread to stores all across Sweden," she said.

Each week the store intends hosting an 'Outfit of the week' campaign, where bloggers can agree to have their pictures used to advertise the clothes in Swedish newspapers.

The models will not get paid for the adverts, but Petterson stressed that cheap advertising is not the reason for installing the new web-ready dressing rooms.

"Certainly it's very cheap for us, but we are doing this for the fashion bloggers, who probably will get excited to see themselves in the papers," he said.

Forni said she would not mind having her images used for advertising purposes.

"If they asked me I would probably say yes, if the picture was good," she said.

Will this mean longer dressing room queues for people who don't blog?

Story continues below…

"No," said Petterson.

"There will just be one special dressing room in each department, and each store will make sure it won't affect anyone else."

Malin Nyberg (news@thelocal.se)

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Your comments about this article

22:29 September 14, 2009 by spy
Being able to spot different trends in Sweden would be great. But I only ever see black jeans, black shoes, black shirts etc. so I guess this would be pretty dull. . .
10:39 September 15, 2009 by Ian11
This is a good for advertising wihout having to pay your models, and who knows you might discover a supermodel in the process. But how about privacy issues and exploitation of minors?
03:39 September 16, 2009 by jag2009
What aload of crap. Sounds more to me that they wanna spy so you don't pinch lol
14:03 September 16, 2009 by CarlBlack
Hope that somebody will use these cameras also during changing the clothes :-) From the article it is actually not clear whether it is a permanently enabled webcam or just camera to take pictures...
00:03 September 17, 2009 by sweetpea80
it sounds like some old guy's dream come true. really not a good idea
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