// Marks & Spencer has teamed up with technology company Zyler to deliver in-store virtual try-on experiences initially through its Jaeger fashion brand
// The tech is being trailed at the retailer’s London, Oxford Circus and Harrogate stores
M&S has partnered up with technology company Zyler to deliver an in-store virtual try-on experience, initially through its Jaeger fashion brand.
The technology is being trialled at the department store retailer‘s London, Oxford Circus and Harrogate stores and will “provide a personalised shopping journey where customers become the model”, says Zyler.
It allows shoppers to add a head and shoulders photo and basic measurements to see themselves digitally in the Jaeger collection as sales assistants guide customers through the process and give style advice.
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Zyler chief executive Alexander Berend described the partnership as “a wonderful opportunity to get customers excited about shopping in-store.
“Shoppers could see themselves in the entire Jaeger range, including items not in stock at that location, to find the best items for them”.
He added: “We are delighted to be working with such an iconic brand as Marks & Spencer to improve the shopping experience”.
Virtual try-on technology has been steadily rolled out across the fashion and beauty sectors, but mostly reserved for online, so it will be interesting to see how the experience will be adopted by shoppers in-store.
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