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Fashion retailers sign up for virtual changing rooms

Superdry, LK Bennett, Adidas, Hugo Boss and Nicole Farhi are to install virtual changing rooms online.

The virtual fitting rooms, supplied by, are expected to launch with the retailers’ spring/ summer collections.

Some of the retailers, including Superdry, Adidas and Hugo Boss, are also using the virtual changing rooms on overseas websites. founder and chief executive Heikki Haldre said: “Returns are horribly damaging to profitability, of course, while low conversion rates remain a problem for online apparel retailers because they are also indicative of a less-than-perfect customer experience.  As more people attempt to shop online, both of these represent a growing problem. 

“But it seems that we are reaching some kind of tipping point, and we are experiencing a great deal of not just interest, but intent.  I believe this will continue and that 2013 will come to be viewed as the year that virtual fitting rooms came of age.”

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