Jan 10, 2023
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M&S tests virtual try-on tech in stores with Jaeger brand

Jan 10, 2023

M&S and technology company Zyler have partnered to deliver an in-store virtual try-on experience, initially through its Jaeger fashion brand. The technology is being trailed at the retail giant’s London, Oxford Circus and Harrogate stores.


The introduction of the technology “provides 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. Sales assistants guide customers through the process and give style advice.

Zyler CEO Alexander Berend describes 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 adds: “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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