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H&M dips a toe in the virtual fashion world

In a technology partnership with NeXR Technologies SE and its Berlin-based innovation lab H&Mbeyond, a virtual in-store fitting feature will be implemented by H&M in some of its German stores.

Starting with a test phase of the app AvatarCloud Fashion, a Fusion 3 body scanner will be installed into the stores, allowing customers to virtually try on the new collection by being granted a free virtual avatar, set with their exact body measurements to try on around 30 pieces from the collection.

This feature was set up to both provide a unique retail experience and analyze customer behavior in relation to the technology.

With this virtual fitting room feature for H&M Germany, another milestone was reached in the fashion world and will also enable the brand to dip a toe into a sustainability in the textile industry.

The AvatarCloud app is currently available to download through the Apple App Store and Google Play. Shoppers can try the feature from October 14 to November 6 at stores in Berlin and Hamburg. The feature can also be used from home and outside store hours.

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