H&M opens stores with virtual fitting rooms

The innovative AvatarCloud app from NeXR Technologies allows shoppers to try on about 30 pieces of clothing on their avatar.

Swedish fashion brand H&M will open stores with virtual dressing rooms in the German market in partnership with technology company NeXR Technologies. The stores use developments from the AvatarCloud Fashion app, which is already available on the AppStore and Google Play. First-time customers will be able to virtually try on pieces from H&M's new collections from Nov. 14 through Nov. 6, 2021, according to businesswire.com.

Stores using the new designs will welcome customers in Berlin and Hamburg. As part of the test period for the virtual fitting rooms, shoppers will be offered a personal avatar and a digital twin created according to the customer's exact body parameters. 

"The innovative AvatarCloud application from NeXR Technologies allows shoppers to try on their avatar in matching styles of about 30 garments from the new collection. Expanding the virtual fitting offered to other collections is already technically possible, the press release notes. 

The new technology aims to offer customers of clothing stores a unique shopping experience and analyze the impact of "digital fitting rooms" on consumers. The Berlin-based H&Mbeyond lab is responsible for developing such in-store innovations. 

"We are very proud that H&Mbeyond has chosen us as a trusted partner in its innovative work, with a test in three of its major stores. With our Virtual Fitting solution for H&M Germany, we have reached another milestone in deploying our products announced for the current fiscal year. We are confident that this collaboration will also enable us to make a long-term contribution to the sustainable development of the textile industry," commented Markus Peuler, Managing Director of NeXR Technologies S.E.

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