To strengthen its apparel to fashion shoppers and enhance its digital capabilities, Marks & Spencer has joined hands with a 3D digital fit start-up, Texel. Under its joint venture (JV) with Founders Factory, Texel is the third start-up selected by M&S for its retail accelerator programme.
The digital fit technology will be developed, tested and piloted by both these companies in their association, over the next few months. Optitex technology allows the company to create clothing patterns in 3D, which helps visualise its appearance on a mannequin or an avatar. Texel will also complement the company’s use of this technology.
Paschal Little, Head of Clothing and Home Technology, M&S said that retail was changing and much faster than earlier and Texel’s technology would open up may interesting avenues for them. He further added that M&S would benefit greatly by investing in businesses such as Texel and it would further give them the tools to test and try new ways to motivate their customers.
Sergey Klimentyev, Co-Founder, Texel Inc., stated that Texel was building products to simplify, personalise, make the offline and online shopping experience more enriching and also help in reducing online returns as well as increase the conversion rate.