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BERLIN – Fashion giant H&M is to trial virtual fitting rooms in select stores across Germany, as it looks to test its efficacy and gauge whether it attracts customers.  

The solution, developed by NeXR Technologies, creates a digital twin of shoppers who benefit from more precise measurements and are therefore deemed less likely to return items after purchase.

Markus Peuler, NeXR’s managing director, said: “With our virtual fitting solution for H&M Germany, we have reached another milestone in the roll-out of our products announced for the current financial year. We are confident that this cooperation will also enable us to make a long-term contribution to sustainability in the textile industry. That is a very important matter for us.”

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