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H&M Germany Launches Virtual Fitting Room Option

The fast-fashion retailer will implement a virtual in-store fitting feature into a select number of its German stores.

The feature has been implemented through a technology partnership with NeXR Technologies SE and H&M’s Berlin-based innovation lab, H&Mbeyond. The technology is intended to provide an innovative retail experience for customers and also help analyse shopper’s behaviour in relation to the technology.

“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,” said Markus Peuler, Managing Director of NeXR Technologies SE, in a statement. “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.”

The brand will begin with a test phase of the application AvatarCloud Fashion, a Fusion 3 body scanner which will allow customers to virtually try on H&M’s new collection. Customers can create a free virtual avatar, set with their exact body measurements in the scanners of the participating H&M stores.