Bionic Mannequins Spy on Shoppers to Boost Luxury Sales

Store mannequins are meant to catch your eye. Soon you may catch theirs.

Fashion brands are deploying mannequins equipped with technology used to identify criminals at airports to watch over shoppers in their stores. Retailers are introducing the EyeSee, sold by Italian mannequin maker Almax SpA, to glean data on customers much as online merchants are able to do.

Five companies are using a total of “a few dozen” of the mannequins with orders for at least that many more, Almax Chief Executive Officer Max Catanese said. The 4,000-euro ($5,130) device has spurred shops to adjust window displays, store layouts and promotions to keep consumers walking in the door and spending.

“It’s spooky,” said Luca Solca, head of luxury goods research at Exane BNP Paribas in London. “You wouldn’t expect a mannequin to be observing you.”

The EyeSee looks ordinary enough on the outside, with its slender polystyrene frame, blank face and improbable pose. Inside, it’s no dummy. A camera embedded in one eye feeds data into facial-recognition software like that used by police. It logs the age, gender, and race of passers-by.

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