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Tesco launches virtual F&F fitting room

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Clothing at Tesco customers can now upload their own photographs to see how its fashions would look on them.

The retailer is trialling a virtual fitting room on Facebook, powered by technology from Metail. Shoppers use the application by uploading two photographs of themselves to create a 3D model of themselves. Alternatively they can upload a photograph of their face and add their body measurement. They can then try clothes from Tesco’s F&F branded range onto the model to see how they fit. The results can then be shared via Facebook, Twitter and email.

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 peoples’ 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.”

Initially, customers will be able to choose from 50 new season items, and a further 10 garments will be added each week during the trial. If customers like what they try on, they can add to basket and purchase on the Tesco clothing website.

The F&F virtual fitting room also gives customers the opportunity to try out various hairstyles to create different looks and even the option to share their favourite outfits with selected friends on Facebook for feedback.

Metail, led by co-founder and chief scientist Dr Duncan Robertson, has worked with Cambridge University’s Professor Roberto Cipolla to create the virtual fitting room. A Metail spokesperson said: “Launching the product with the established retailer Tesco provides Metail with a wealth of knowledge to develop the product, and with more retailer launches in the pipeline, this is the beginning of an exciting journey for Metail.”

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