// M&S invests in specialist fitting technology Texel to drive sales and cut down returns
// Texel allows customers to create digital avatars using 3D scanning technology to find their best size
// The technology can be used through a single sensor in-store or by using a smartphone app
Marks & Spencer has invested in specialist fitting technology in a bid to cut down returns and bolster sales.
According to Retail Week, the bellwether retailer now has a stake in Texel, which creates digital avatars for customers by using 3D scanning technology.
The aim of the technology is to allow customers to find clothing that best suits their shape and size, thus reducing the chances of items being returned because they did not fit.
Texel can be used through a single sensor in-store or via a smartphone app.
M&S made the investment as part of its drive to enhance its digital capabilities, which is one of its goals in its ongoing turnaround scheme.
The retailer bought into Texel through its exclusive joint venture with accelerator Founders Factory, which focuses on growing start-ups and expose the business to new technologies.
Retail Week reported that M&S is slated to work with Texel to develop, test and pilot the digital fit technology.