Marks & Spencer launches virtual try-on service

The company announced a partnership with VTO solutions provider Zyler and introduced the new service in two of its stores.

British fashion retailer Marks & Spencer has joined the fast-growing number of international brands using a virtual in-store fitting service.

The company announced a partnership with VTO solutions provider Zyler and introduced the new service in two of its stores. At M&S department stores Oxford Circus and Harrogate, shoppers are offered a virtual fitting service for clothes from the retailer's sub-conscious Jaeger brand.

To use the service, take a photo and get your image digitally displayed on the screen. In the process, customers can get free advice from sales consultants and style experts.

"Customers can see themselves in the entire Jaeger assortment, including items not available in a given store, to find the items that best suit them," commented Jaeger CEO Alexander Beren. According to him, the partnership with M&S is "a great opportunity to entice customers to shop in-store."

Experts say virtual dress fitting services are becoming more popular in both physical and online stores, giving shoppers new options when choosing goods. Among the brands that have implemented VTO in their apps and online stores are Puma, H&M, and Hugo Boss.

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