Online retailer Lingerieplease has launched a virtual “dressing room” using video technology on its website. Visitors to the site can command models of their size to walk around and turn to show a realistic portrayal of what the item would look like on them.

The videos are simple to manipulate: visitors first find a model of the right size to show off an item and then command the model to walk forwards, backwards and turn around to give a better idea about what the underwear would look like when worn.

The models chosen by Lingerieplease range in body types, including a familiar face in Lucy Harrold, who is well-known to some after appearing in the ITV show Take Me Out.

The video technology was previously used by the company Knickerpicker which Justsayplease acquired in 2011. With ecommerce growing quickly and more and more people choosing to shop more online, innovations like this, especially in online clothes retailing, are becoming more common. 

Nicola Pringle, marketing manager for Lingerieplease, said: “We had a lot of fun shooting the lingerie videos – and we are sure our customers will have fun watching them. After working with Knickerpicker on this project we decided to add the technology to the rest of our product range when we acquired the software. Customers being able to see the fit of the underwear on real life models from all angles is sure to improve overall conversion”.

Lingerieplease has been nominated as a finalist for the Digital Retailer of the Year 2012 category in the UK Lingerie Awards. Lingerieplease specialise in designer lingerie from top brands including Wonderbra, Gossard, Triumph and By Caprice.

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