Marks & Spencer pilots virtual try-on technology with Jaeger collections

Marks & Spencer has partnered with technology company Zyler to deliver in-store virtual try-on experiences.

M&S has brought the technology to their Oxford Circus and Harrogate branches, where the feature is being trialed with clothing brand Jaeger.

The heritage brand, which was acquired by M&S in January 2021, is currently available to purchase on M&S.com and through many UK locations including Bluewater, Harrogate and Dublin.

The introduction of this technology provides a personalised shopping journey where customers can add a head and shoulders photo, as well as input basic measurements, to see themselves digitally in the Jaeger collection.

CEO of Zyler, Alexander Berend, described the partnership as “a wonderful opportunity to get customers excited about shopping in-store. Shoppers could see themselves in the entire Jaeger range, including items not in stock at that location, to find the best items for them”.

He added: “We are delighted to be working with such an iconic brand as Marks & Spencer to improve the shopping experience”.

The Jaeger concessions offer bespoke Jaeger sections, featuring a curated collection of products, changing rooms, seating areas and till points, as well as dedicated style experts on hand to assist customers.

M&S recognised the opportunity Jaeger presented for a complementary addition to its own-brand range business, as part of its wider "Brands at M&S" strategy.  An independent team was assembled to reinvigorate the brand, with Suzi Avens recently appointed Head of Jaeger. Avens's role oversees the Jaeger business across all functions "into its next stage of growth within M&S".