H&Mbeyond., H&M’s Berlin-based innovation lab, has entered into a cooperation with AR/VR technology specialist NeXR Technologies SE. The aim of the cooperation is to develop a virtual fitting solution, a "digital fitting room", which enables customers to try on individually exact fit looks digitally.
A prototype is planned for summer 2021. In selected stores, customers will then be able to have themselves scanned and receive their personal avatar, an exact digital image. With the aid of an app, customers will be able to try on matching styles on their own avatar, thus assuring their purchase decision.
One of H&Mbeyond.’s goals is to use the technology and app to analyze the influence that scanning solutions like this can have on customer returns behavior.
"We are always searching for innovative solutions and technologies that make the shopping experience in stationary retail more attractive and exciting. With the pilot project, together with our customers we want to test whether ‘digital fitting rooms’ can help them choose styles, dress sizes and ultimately make a purchase decision," says Oliver Lange, head of H&Mbeyond..