H&M Thailand has announced plans to roll out a virtual fitting feature in its stores next year.

The fashion retailer has partnered with international tech business NeXR Technologies to introduce technology that can take precise body measurements of customers and provide “perfect size recommendations”.

From next year, H&M customers in Thailand can create a digital avatar of themselves in the company’s online ‘town square’.

NeXR's 3D body scanner creates a digital twin of the user while taking their exact body measurements.

In the Avatar Cloud mobile app, the information is saved with the avatar and made available to users.

Based on the recorded body measurements, customers receive recommendations as to which item and what size fits best.

The virtual fitting feature will be made available offline first and will move to online later in the year.

“We have embarked on an exciting tech-driven journey to enable more exciting and enriching journeys for our customers," said H&M Thailand chief executive, Philippe Lassaux. "We see so many new opportunities to develop H&M brand in Thailand with tech solutions that bring actual services and satisfaction to all."

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