Tesco has launched a Facebook-based virtual fitting room, which has been created to help customers find the perfect size and fit when they shop for the brand's F&F clothes online.
Developed by Metail, the service claims to be the only one on the market to offer personalised styling and size recommendations – and will be available for three weeks as part of a trial.
Via the Clothing at Tesco Facebook page, customers can create 3D digital versions of themselves by uploading a photo of their face and another of their body type (or by entering measurements).
Users will be able to test out 50 items from this season's collection and a further 10 new garments each week. There's also the opportunity to try out various hairstyles to create different looks, which can then be shared with selected friends on Facebook for feedback.
Tesco director of online clothing Emily Shamma said that the brand was immediately interested in the potential of a virtual fitting room app.
There has been technology like this before, but nothing of this standard."
We Are Social is supporting the launch with a social media campaign based on the way women discuss clothing online, in particular in how they share looks with their friends and ask for comment.
This includes inviting bloggers to use the virtual fitting room to create a look from the Clothing at Tesco range – and then comparing their 'Me_model' wearing the clothes with how they look wearing the clothes in real life, before asking their readers' opinions on the outfit.
The agency is also running a photo contest within Facebook, where users can upload pictures of their looks. These images can then be voted on by their friends and the wider Clothing at Tesco fanbase, with one winner each day receiving a £50 voucher to spend towards creating their look.
Plus, there's an 'Ask my stylist' feature, where people can ask a stylist from Clothing at Tesco how they could accessorise a look. Stylists will take the requested user's submitted look and create a style board with it, showing what else could be added.
Back in 2010, we profiled start-up Fits.me, which uses robotic mannequins to create virtual fitting rooms. Now, it claims to have increased its customers sales by 57% and reduced returns by 28%.
Earlier this month, Selfridges launched a new womenswear section instore to coincide with London Fashion Week, which includes a 'next-generation' fitting room.
When a customer stands in between three specially-placed mirrors, they can capture an image or short video of themselves - and try on different outfits without removing their clothes. These images could then be viewed immediately, and shared with friends via social networks.
This is similar to Diesel Spain's Diesel Cam above, which allows users to share the moment of buying and trying garments on their Facebook profiles from within the store.
Whichever angle you look at it: a retailer looking to recommend a better fit when shopping online, or an offline store wanting to integrate better with digital, the two are getting ever closer together – and improving the experience all round in the process.
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