Tesco's Virtual Try-On: Fashion's Future?

Tesco is experimenting with innovative in-store technology at its Sandhurst Extra branch, allowing customers to digitally 'try on' approximately 1,500 clothing items from its F&F brand. This free-to-use screen enables shoppers to project clothing onto their own photograph or a selected digital model, bypassing the need for physical changing rooms.

The trial, which has been met with positive customer feedback, aims to streamline the shopping process. According to a Tesco Labs Senior Product Manager, the technology is seen as particularly beneficial in stores that lack changing rooms, a situation that became more common after COVID-19.

This development follows similar AI-powered virtual try-on features launched by online retailers like ASOS and fashion giant Zara. Zara's mobile app, updated by December 2025, allows users to create an avatar for virtual try-ons, while ASOS offers a hybrid experience on its platform. Both aim to provide shoppers with a better visualization of how clothes will look, potentially reducing return rates.

While the Tesco system offers live stock information and was found to provide a reasonably accurate representation of garments, minor drawbacks include less flattering camera lighting and the inability to try on full outfits simultaneously. Despite these points, the virtual try-on technology is largely viewed as a positive and efficient tool for modern shoppers.