Hugo Boss’s London flagship store is integrating virtual try-ons into its in-store shopping experience. The store will be the first in the UK to use the new PICTOFiT Mirror, an avatar-based try-on technology. The mirror allows shoppers to create avatars based on their exact measurements, which can then be used to try on all Hugo Boss’s products virtually both in-store and later at home. Young Europeans have grown increasingly comfortable with avatars as the metaverse goes mainstream. In fact, YPulse’s Metaverse trend research found that the majority of young Europeans are already in the metaverse, and half have created digital avatars, which are becoming extensions of their IRL identities. Meanwhile, young Europeans tell YPulse they’re interested in AR shopping experiences, including virtual try-ons. (HYPEBAE)
