Hugo Boss has partnered with virtual ‘try-on’ and scalable 3D digitisation company Reactive Reality.

The luxury fashion house’s partnership will enable website visitors to use body measurement-accurate shopping via personalised avatars enabled by the site-wide integration of PICTOFiT, Reactive Reality’s augmented reality (AR) solution.

Launching in the UK, Germany, and France, users can now use PICTOFiT to create personalised mannequins on Hugo Boss’s website - which exactly match their body measurements – and try out clothing on their mannequins in the virtual dressing room.

Reactive Reality says its solution has solved the issue of customers being uncertain of what a flat and static image of a clothing item seen online will look like in reality.

Stefan Hauswiesner, chief executive and co-founder of Reactive Reality, commented: “We know that the global pandemic has considerably accelerated the fashion retail market and we want to help retailers keep up with the demands of consumers who are looking for new and exciting ways to shop online.”

He added: “Hugo Boss' adoption of PITCTOFiT Shopping will evolve the way consumers interact with their favorite fashion brands and online stores, and we are excited to see even more retailers implement our white-labelled solution in the future.”

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