'Butt cams' installed in change rooms

06:00 AEDT Tue Aug 25 2009

By ninemsn staff

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An Australian jeans store chain has installed special "butt cams" inside change rooms to help customers get the right fit without asking for help.

The Daily Telegraph reports retailer Jeanswest is installing the cameras in stores so shoppers no longer have to venture back into the main store when trying on jeans.

"(It's a) way to bring some fitting room fun to the experience of purchasing a pair of jeans," Jeanswest CEO Stephen Youanne told the Telegraph.

A camera films the shopper's bottom and projects it onto a personal screen in each change room.

The novel feature is reportedly the first for an Australian retailer but the technology has been around overseas for some time.

UK chain Ted Baker has cameras and video screens that show films to encourage purchases, while US jeans giant Gap has trialled technology incorporated into clothes that suggest various accessories on a video screen when certain clothes are brought into change rooms.

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