Systems and methods provide adapted content to a visitor to a physical environment. An example method receives an image of a visitor to an environment. A visitor portion of the image is distinct from an environment portion of the image. The method detects one or more shapes in the visitor portion of the image using an automatic shape detection technique and defines an approximate boundary of the one or more shapes using a mask. The one or more shapes can be shapes of the visitor's clothing items. The method then calculates an attribute for an area of the image within the mask and identifies electronic content based on the attribute for the area of the image within the mask. The attribute can be a color attribute for the area such as a median color or a dominant color. The method provides the identified electronic content for display in the environment.