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Warehouse launches virtual fitting room

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Warehouse has launched a new virtual fitting room on its website.

Customers can ‘try on’ clothes online by uploading their photograph, entering their measurements and choosing from a range of dresses that already have been digitised by the technology’s provider, Metail. There’s an example of one such dress here.

While the service is launching with products from the Aurora Fashions-owned retailer’s best-selling dresses category, it will also roll out to other categories and channels in future.

Fiona Harrison, head of e-commerce at Warehouse, said: “At Warehouse, we strive to stand out and provide the best service to help make shopping as convenient as possible for our customers. Being in a position to pioneer new initiatives such as Metail and innovate with the rapidly changing online world is what sets us apart from the competition.”

Expectations are that the virtual fitting room will boost conversion rates and reduce returns as a result of a richer online shopping experience. Tom Adeyoola, chief executive and founder of Metail, said: “Warehouse shares our ambition to provide customers with a tailored shopping experience and we’re delighted to be partnering with such a prominent brand on the UK high street.”

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