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Brief Published: 1 Mar 2012

Tesco’s Virtual Fitting Room


The latest retailer to step up its game in the battle to offer online consumers a better idea of fit is UK supermarket chain Tesco, which this week added a virtual fitting room service to its e-commerce offer.

Aiming to increase sales and reduce returns, the service – developed in collaboration with London-based digital engineers Metail – requires consumers to simply upload two full-length photographs, a selection of measurements and an image of their face. The result is a 3D avatar that they can then use as a digital clone to try on outfits from Tesco’s trend-led fashion collection, Florence & Fred.

Notably, Tesco launched the initiative on its Facebook page – which already has approximately 170,000 followers. While the Facebook page redirects consumers to its main e-commerce site to make final purchases, the virtual fitting room function must be used on its Facebook page – a clear indication of the brand’s strategic intention to bolster its social commerce platform.

The free service suggests the best size for each customer based on the information provided. As well as trying on clothes, the technology also allows people to see how they would look with different hairstyles, and to share the looks they like with their Facebook friends.  

See Stylus’ threads Selfridges' Fantasy Mirror Ensures Better Fit and Online Platforms for Getting the Perfect Fit for more on getting the perfect virtual fit.