Prada shoppers under tech-surveillance

But can the central computer tell you if your 'bum looks big in this'...

Fashion designer Prada has installed computer system inside its store to monitor shoppers' behaviour. The Italian couturier's store in New York is wired up with high-tech equipment that can track which garments or shoes the shopper picks up and then relay the information back to a sales assistant's handheld device and the store's central computer. Every item in the shop has a tiny chip installed inside a label. The company says it is hoping to study shoppers' psyche better and hoping to build more detailed customer profiles and offer more detailed advice - tailored to the shopping habits of the individual.