H&M is developing a virtual fitting room

The brand will introduce the new virtual fitting room in test mode in the summer of 2021.

Swedish fashion brand H&M is developing a virtual fitting room in collaboration with NeXR Technologies. The technology will allow clients to try clothes from new collections based on digital images, says the Retail Detail website. 

In test mode, the new virtual fitting room will be available by summer 2021. H&M customers will be offered to scan their bodies to get a personal avatar. Customers will be able to assign various clothing items to their digital image with a mobile app. It will make it easier for them to make purchasing decisions. 

The news technology is a result of the collaboration between NeXR Technologies and H&Mbeyond, H&M's Berlin-based innovation lab, which is responsible for developing and testing its products and services. The technology will also be used to determine the impact on customer return behavior. 

"We are always looking for innovative solutions and technologies that make the retail shopping experience more engaging and exciting," commented Oliver Lange of H&Mbeyond. "As part of the pilot project, we want to test with our customers whether 'digital fitting rooms' can help them choose a style and size of clothing and ultimately make a purchasing decision."

Photo credit: depositphotos.com.

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