What: Breuninger now lets customers try on clothing in its app using Google Cloud’s Virtual Try On, enhancing the online shopping experience.

Why it is important: Virtual try-on solutions are increasingly critical for boosting conversion rates and reducing returns.

Breuninger has introduced Google Cloud’s Virtual Try On technology in its app, making it one of the first fashion retailers in Europe to offer customers the ability to digitally try on clothing before purchase. This feature, available across all countries and language versions of the Breuninger app, allows users to visualise selected garments on themselves using just a photo, addressing a key question in online fashion shopping: “How will this look on me?” The integration is part of Breuninger’s broader strategy to create highly personalised, seamless digital experiences that inspire and engage customers. By leveraging advanced AI and collaborating closely with Google Cloud, Breuninger aims to set new standards in fashion e-commerce, improve decision-making for shoppers, and further connect its digital and physical offerings. The move is expected to drive higher conversion rates and reduce product returns, reflecting the growing importance of technology in shaping the future of retail and enhancing customer satisfaction.

IADS Notes: Breuninger’s adoption of virtual try-on technology builds on its recent digital expansion and omnichannel innovation, as seen in its localised online shops and loyalty programs (Retail News, November 2025), experiential retail focus (Monocle, December 2025), and strong online sales growth (Fashion United, July 2025). This aligns with broader industry trends, such as Debenhams’ virtual fitting room rollout (Internet Retailing, May 2025), and underscores the retailer’s commitment to leveraging technology for improved customer engagement and operational efficiency (Press Release, September 2025).

Breuninger introduces virtual try-on