Marks & Spencer (M&S) is trialling virtual in-store try-on experiences.

The tech allows shoppers to add a head and shoulders photo and their basic measurements to see themselves digitally in the clothes, with M&S sales assistants guiding customers through the process and giving style advice. It is currently being trialled at M&S’ Oxford Circus and Harrogate branches with clothing brand Jaeger.

The integration utilises clothing try-on tech from Zyler, described as providing shoppers with a “personalised shopping journey where they become the model”.

Zyler chief executive Alexander Berend described the partnership as “a wonderful opportunity to get customers excited about shopping in-store”.

He added: “Shoppers could see themselves in the entire Jaeger range, including items not in stock at that location, to find the best items for them.”

Big brands are continuing to explore virtual try-on technologies. Hugo Boss recently launched a 3D try-on feature on its website.

Augmented Reality and associated technologies are also being used for makeup and styling products. The Very Group recently launched a Virtual Reality feature in its app, allowing users to virtually try on lipstick and experiment with different eyebrow colours and shapes.

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