Try before you buy with M&S virtual modelling

Be a model for a day and experience fashion brand Jaeger in two UK M&S stores.

UK department store Marks & Spencer and technology company Zyler have partnered to deliver an in-store virtual try-on experience. 

The feature was trialled with clothing brand Jaeger, in two UK M&S branches in London’s Oxford Circus and Yorkshire’s Harrogate.

The technology provides a personalised shopping journey where customers become the model. Shoppers 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.

As Simon Hathaway, Group MD EMEA at Outform said in an interview with PMW: “[People think] retail has got to be all about experience. No; it's got to be about utility.”

M&S and Zyler harmonise the two with the new offer, shortening the customer journey to a successful purchase, limiting returns.

CEO of Zyler, Alexander Berend, said: “Shoppers could see themselves in the entire Jaeger range, including items not in stock at that location, to find the best items for them.”