Tesco has launched a trial of virtual try-on technology for its F&F clothing range at its Sandhurst Extra store, giving shoppers the ability to view selected garments on a digital image before making a purchase decision.
The digital screen, provided by AIUTA, allows customers to take a photograph on the spot or upload one to virtually try on approximately 1,500 F&F menswear and womenswear items. Shoppers can also choose a digital model to see how the clothing looks across different sizes, making it easier to assess fit and style without physically trying on the garments.
How the Tesco Virtual Try-On Works
Tesco said the trial is designed to help it understand whether virtual try-on technology gives shoppers greater confidence when selecting styles and making purchasing decisions in-store. The digital fitting room installation forms part of a broader refresh of the F&F offer within the Sandhurst location.
As part of this in-store update, Tesco has added fitting rooms and a dedicated service hub intended to simplify the checkout and returns process. The clothing section has also received new signage, updated lighting and improved product displays. Customers visiting the store will additionally find a wider F&F assortment covering womenswear, menswear and childrenswear.
Online Expansion Runs Alongside In-Store Trial
The in-store retail technology trial coincides with an expansion of Tesco’s online fashion offering. The supermarket confirmed that customers can now access hundreds of additional styles through its website, along with more sizes and ranges exclusive to the online channel. Tesco has also updated its online search functionality and introduced styling content and fashion imagery to enhance the digital shopping experience.
F&F Clothing Sales Cross £1.2 Billion
The virtual try-on initiative and broader F&F investments come on the back of continued growth in Tesco’s clothing operation. For the financial year ended 28 February 2026, the retailer reported F&F clothing sales of more than £1.2 billion, representing a 5.1% increase compared to the previous year.
The Tesco virtual try-on trial at Sandhurst reflects the retailer’s ongoing efforts to improve the in-store F&F clothing experience through digital fitting room solutions while simultaneously strengthening its online fashion presence.
