H&M is implementing virtual in-store fitting features into a number of its store locations in Germany.
The move comes as the result of a partnership with Nexr Technologies SE and its Berlin-based innovation lab H&Mbeyond.
By using the AvatarCloud Fashion app, a body scanner will be implemented into the stores to allow customers to virtually try on clothes.
Customers will be given a free virtual avatar, with their exact body measurements in the scanner of the store.
They will then be able to try on around 30 items from a new collection.
“We are very proud that H&Mbeyond. awarded us as a trusted partner in their innovation work immediately with the test operation in three of their major stores,” Nexr Technologies managing director Markus Peuler said,
“With our virtual fitting room solution for H&M Germany, we have reached another milestone in the roll-out of our products announced for the current financial year.
“We are confident that this cooperation will also enable us to make a long-term contribution to sustainability in the textile industry. That is a very important matter for us.”
Customers can download the AvatarCloud app through the App Store or on Google Play.
The feature will be on trial from October 14 to November 6 at H&M locations in Berlin and Hamburg.
It can also be used from home outside of store hours.