Shoppers to try on virtual fitting room

The days of returning clothes that are too big or too small could be at an end thanks to the launch of a virtual fitting room.

Tesco is using the technology, which allows people to create 3D digital versions of themselves from a photo uploaded to its F&F virtual fitting room page.

The six to eight-week trial on its Facebook page clothingattesco could spell an end to the days of queuing for fitting rooms, as well as having to return clothes that do not fit because people do not want to try them on or cannot decide if they are too long, too short, too big or too loose.

Tesco said it was the first retailer to use the technology, developed by the agency Metail.

To use the free service, people can upload two photos, or enter their body measurements and a photo of their face, and the F&F fitting room will create a virtual body and suggest sizes based on the details.

People can even try various hairstyles and share their favourite outfits with selected friends on Facebook for feedback.

Emily Shamma, director of Tesco Clothing Online, said: “Although there has been talk about ‘virtual fitting rooms’ before, until now the technology has not been able to combine styling, accurate fit and size based on people’s specific measurements.

“Shopping with your virtual self helps you to see what dress might suit you best, what top goes with those skinny jeans or how a jacket might look with a particular skirt.

“It is also quick and easy to use, particularly for customers who don’t have the time or dislike having to trek around the shops.”

Tesco said customers could choose from a selection of 50 new season items, and a further 10 garments would be added each week during the trial.