Generations of shoppers are familiar with the ritual that follows the swish of the fitting room curtain. Begin with a garment that would have fitted you a few years ago and marvel, as you try increasingly larger sizes, at how manufacturers must have recalibrated their tape measures.
This experience may soon be phased out under plans by Marks & Spencer to invest in a 3D body scanner that will allow customers to create a digital avatar to determine the correct size of clothes they should be buying.
Shoppers who know their body size can find clothes that fit well when browsing online. This would help to combat the rising number of returns from shoppers who often order the same outfit in several sizes before sending.
Source: The Times